Updates to Featured Offer eligibility requirements
Starting in July 2026, we'll begin removing seller eligibility requirements for the Featured Offer. This change will roll out gradually across all Amazon stores globally, completing by the end of 2026. No action is required from you, and your existing offers will automatically be included with this update.
Currently, we determine which sellers are eligible based on seller performance criteria. Then, we rank all offers listed by eligible sellers for a particular product, and select the Featured Offer from that pool. As we've continued to improve our processes and hear feedback from sellers, we determined that the first seller eligibility step is no longer delivering additional value to customers, so we're removing it.
We're not changing how the Featured Offer is selected. We'll continue to evaluate offers and select the Featured Offer based on criteria most important to customers, such as competitive pricing, delivery speed, and performance.
Being considered for the Featured Offer doesn't guarantee your offer will be featured.
For more information about how Featured Offers are selected, go to Becoming the Featured Offer.
Updates to Featured Offer eligibility requirements
Starting in July 2026, we'll begin removing seller eligibility requirements for the Featured Offer. This change will roll out gradually across all Amazon stores globally, completing by the end of 2026. No action is required from you, and your existing offers will automatically be included with this update.
Currently, we determine which sellers are eligible based on seller performance criteria. Then, we rank all offers listed by eligible sellers for a particular product, and select the Featured Offer from that pool. As we've continued to improve our processes and hear feedback from sellers, we determined that the first seller eligibility step is no longer delivering additional value to customers, so we're removing it.
We're not changing how the Featured Offer is selected. We'll continue to evaluate offers and select the Featured Offer based on criteria most important to customers, such as competitive pricing, delivery speed, and performance.
Being considered for the Featured Offer doesn't guarantee your offer will be featured.
For more information about how Featured Offers are selected, go to Becoming the Featured Offer.
80 replies
Seller_yoBaUhzkFJuPI
While this sounds great... I can't help but to ask what's the catch? Amazon never rolls out a common sense change without it coming with a "gotcha!"
FWIW, it has never made sense why/how a registered brand owner may not be eligible for the featured offer, especially for custom listings since only a single seller is allowed/able to list on it at a time anyways.
Seller_hvvNUJjgodXWj
AMZ has taken away a lot of our Featured Offer as we raise prices due to tariffs and shipping price increases. We are the only Seller of our items. Wonder if this will help us or if we will still lose Featured Offer due to "competitive pricing"
Seller_u7IwWxchoZJ1V
Please be more specific on what seller performance criteria is being eliminated.
What is the first seller eligibility step being removed? On the Becoming the Featured Offer link you provided, it is "Price your items competitively". Is off Amazon site competitive pricing requirements being removed? Oh happy day if so. I've let quite a few products go because I can't match a cheap knock off or a stolen goods listing on...other site(s).
Seller_R9WesGvPFxipV
Yeah it is about time, and hopefully they will play straight on this, but it seems there are dealing in Back channels with vendors to remove the sellers which previously the were targeting with their crappy performance metrics programs,
we have caught 2-3 red handed vendors , let see how they approach this,
there is still their control over the search results and Algorithm.
tbh , Amazon should never be competing themselves on the marketplace they created, it is too shady and to much conflict of interest!
Seller_AJgt23bZoyo5F
Is this change FINALLY going to end the buy box suppression that many sellers are suffering? Particularly when they cant even gain the buy box on a listing wherein they are the ONLY SELLER of their OWN branded product? Is this change going to stop the pricing bots? Or is that ridiculous policy going to continue?
Seller_wnc1pjYEF5ZqF
And what exactly is the "first seller eligibility step"?
This seems intentionally vague.
Seller_Qbd0RsfZFEZBY
So the first seller eligibility step is based on seller performance criteria
So the seller performance criteria is being removed, thats the first eligilibility step.
Whoh, you just said seller performance was being removed but performance continues to be a criteria.
Please be more specific
Seller_7rNklHYkq1IwY
This announcement is poorly worded and difficult to understand. Can someone else from @News_Amazon restate this announcement with additional clarity?
Seller_pyOlMV70NnRbj
It would be even more interesting if Amazon stops removing the Featured Offer from sellers where they sell their own branded products. We understand that competitive prices have brought the platform's reputation to its highest through the years and are critical to customers. However, the automated bots penalize brand owners using external pricing matches that are completely unrealistic.
While keeping prices competitive expands the customer base, there needs to be a logical minimum limit and a better evaluation process for private label products. For example, I build and own my brand, selling a high-quality product in the $15–$18 range. Yet, I have lost the Featured Offer for two months now because an automated scraper matched it to a completely unrelated, outsourced competitive price of $4.
Simplifying seller eligibility is a step in the right direction, but if the pricing bots continue to cross-reference custom, branded listings with completely irrelevant off-Amazon data, the "Featured Offer" will remain suppressed for the very brand owners driving unique value to the marketplace. There has to be a fairer system that differentiates a brand owner's unique item from generic, mass-produced listings off-site.
Seller_r9wMm8LrE5iKj
At this point, we have to figure out how an innocuous, or even positive sounding, announcement is in fact a death knell.
My guess: seller eligibility will shift from the Buy Box (you could have the buy box ...) to whether or not you can sell at all (... if we allowed you to sell on Amazon).
I can't think of a good reason why you'd allow sellers that constantly fail (pretending your metrics are a good measure of this) to fulfill more orders. That won't "delight" anyone.
