🏷️ Featured Offer Update: Every Seller's Offers Are Now in the Running
Hey sellers 👋
Big news if you missed it: starting in July 2026, Amazon is removing the separate seller eligibility requirement for the Featured Offer. This change is rolling out gradually across all stores and will be complete by the end of 2026. No action is required on your part — your existing offers are automatically included.
What's Changing
Previously, Amazon used a two-step process: first, determine which sellers were eligible, then rank the offers from those eligible sellers. The first step (seller eligibility) is being removed.
What this means for you: Every seller's offers are now in the running to be evaluated for the Featured Offer. The playing field just got bigger.
What's NOT Changing
The way the Featured Offer is actually selected remains the same. Amazon still evaluates and ranks all offers based on what matters most to customers. Being considered doesn't guarantee your offer will be featured.
What Actually Determines the Featured Offer?
Here's what Amazon evaluates when ranking offers:
Factors that matter:
- Total price (item price + shipping fee) — competitive pricing increases your chances
- Delivery speed — faster offers with specific delivery promises rank higher
- Free shipping — all-inclusive pricing is preferred over item + shipping fee structures
- Free returns — especially important for frequently returned categories like apparel
- Seller performance — consistent, reliable order fulfilment across multiple dimensions including order volume, chargeback rate, and Voice of the Customer complaints
- Stock availability — you can't win the Featured Offer if you're out of stock
Factors that DON'T matter (this surprises many sellers):
- Customer reviews and star ratings
- Prime badge on the offer
- Fulfilment method (FBA vs. Seller Fulfilled are treated equally)
Tools to Help You Compete
- Pricing Health — check if any of your offers have pricing issues that make them ineligible
- Automate Pricing — set rules to automatically adjust prices within parameters you define (e.g., match the current Featured Offer price)
- Voice of the Customer — monitor product complaints that could impact your performance
- Shipping Settings — review your delivery options and shipping templates
- Business Reports — check your Featured Offer percentage (page views where your offer is featured ÷ total page views)
Helpful Resources
- Becoming the Featured Offer — full breakdown of selection factors
- Pricing Health Dashboard — identify pricing issues
- Automate Pricing — set up automated pricing rules
- Account Health Rating — understand performance metrics
💬 How are you preparing?
Now that every offer is in the running, are you adjusting your strategy?
What's worked for you in winning the Featured Offer — is it pricing, shipping speed, or something else entirely?
Share your approach below. 👇
🏷️ Featured Offer Update: Every Seller's Offers Are Now in the Running
Hey sellers 👋
Big news if you missed it: starting in July 2026, Amazon is removing the separate seller eligibility requirement for the Featured Offer. This change is rolling out gradually across all stores and will be complete by the end of 2026. No action is required on your part — your existing offers are automatically included.
What's Changing
Previously, Amazon used a two-step process: first, determine which sellers were eligible, then rank the offers from those eligible sellers. The first step (seller eligibility) is being removed.
What this means for you: Every seller's offers are now in the running to be evaluated for the Featured Offer. The playing field just got bigger.
What's NOT Changing
The way the Featured Offer is actually selected remains the same. Amazon still evaluates and ranks all offers based on what matters most to customers. Being considered doesn't guarantee your offer will be featured.
What Actually Determines the Featured Offer?
Here's what Amazon evaluates when ranking offers:
Factors that matter:
- Total price (item price + shipping fee) — competitive pricing increases your chances
- Delivery speed — faster offers with specific delivery promises rank higher
- Free shipping — all-inclusive pricing is preferred over item + shipping fee structures
- Free returns — especially important for frequently returned categories like apparel
- Seller performance — consistent, reliable order fulfilment across multiple dimensions including order volume, chargeback rate, and Voice of the Customer complaints
- Stock availability — you can't win the Featured Offer if you're out of stock
Factors that DON'T matter (this surprises many sellers):
- Customer reviews and star ratings
- Prime badge on the offer
- Fulfilment method (FBA vs. Seller Fulfilled are treated equally)
Tools to Help You Compete
- Pricing Health — check if any of your offers have pricing issues that make them ineligible
- Automate Pricing — set rules to automatically adjust prices within parameters you define (e.g., match the current Featured Offer price)
- Voice of the Customer — monitor product complaints that could impact your performance
- Shipping Settings — review your delivery options and shipping templates
- Business Reports — check your Featured Offer percentage (page views where your offer is featured ÷ total page views)
Helpful Resources
- Becoming the Featured Offer — full breakdown of selection factors
- Pricing Health Dashboard — identify pricing issues
- Automate Pricing — set up automated pricing rules
- Account Health Rating — understand performance metrics
💬 How are you preparing?
Now that every offer is in the running, are you adjusting your strategy?
What's worked for you in winning the Featured Offer — is it pricing, shipping speed, or something else entirely?
Share your approach below. 👇
28 replies
Seller_EkbLZUYSpmJEy
For those of us who are the manufacturer, brand owner, and the only seller on the product, please explain why this has effected our listings
Factors that matter:
- Total price (item price + shipping fee) — competitive pricing increases your chances
- Delivery speed — faster offers with specific delivery promises rank higher
- Free shipping — all-inclusive pricing is preferred over item + shipping fee structures
- Free returns — especially important for frequently returned categories like apparel
- Seller performance — consistent, reliable order fulfilment across multiple dimensions including order volume, chargeback rate, and Voice of the Customer complaints
- Stock availability — you can't win the Featured Offer if you're out of stock
None of this has changed for our listings but we have seen the Featured Offer go from 100% down to 47% (the lowest we have caught in the last few days) ... and it keeps bouncing around but the highest recently has been 73% (that we have seen in the last few days).
Several sellers on the OTHER forum who are also the manufacturer, brand owner, and only seller of the item have reported having the same thing happen to their listings.
Seller_z1JDNz6de1lqc
So you are saying Amazon will be slightly less manipulation and harm of sellers? What about the price fixing suppression where you Amazon are setting a price then either removing buy box stopping all sales because we all know any listing without buy box basically will never sell as it is suppressed from customer searches or most cases we see you eliminate all sellers due to Amazon price suppression created to force sellers to lower prices in attempt to generate more sales for Amazon to collect fees. We learned No Buy Box = No Sale and that is time to create ebay listing and move sales off of Amazon! STOP with all the manipulation!
Seller_8qAEngl5lZCxO
What is Amazon going to do about Bad Actors that use counterfeit postage on its platform? This keeps prices low but also takes sales away from legit sellers and Amazon customers from receiving the order. If Amazon wanted to fix this, they could easily use an algorithm to scan feedback for the key word counterfeit postage. Here is one sin as an example. B08RP8K22X. Just look at the seller's feedback.
Seller_EkbLZUYSpmJEy
When you are the manufacturer, brand owner and only seller of the product which is also custom item, it's hard to swallow that this algorithm is working as intended.
What this means for you: Every seller's offers are now in the running to be evaluated for the Featured Offer.
Every seller's offer should be limited to every seller who has an offer on the item. This is not what we are experiencing.
@KJ_Amazon ... is this what was intended to happen? Please challenge it with the powers to be.
Seller_EkbLZUYSpmJEy
... and this morning
... this image is worth a million words and most of that we can't type here on the forum.
Seller_NAQxAF9DhFEwN
This policy change seems consistent with Amazon's longer term objective which has always been to improve the customer's overall experience. So my biggest issue is not necessarily the policy — but the lack of recognition of brand investment. As a brand owner I have invested considerable sums and time in product development, manufacturing costs, advertising, enrollment in Vine and creating A+ Content to drive traffic to my products. This policy seems to allow a reseller to potentially benefit from all of that work and compete with me for the same Featured Offer. Going forward I plan to keep a closer eye on Brand search volume, Conversion rate, Repeat purchase rate, TACoS (Total Advertising Cost of Sales), Organic keyword rankings, Sessions and Page views, because I think these house metrics are more indicative of a durable business than maintaining a 100% Featured Offer share. None the less I remain concern.
Seller_0JMOWqxF5LJ7S
Same issue here. Also custom products.
Case: 21413924301
Our non-custom products (FBM) are the only ones that still have 100% Featured Offer rate
@Indy_Amazon Help would be highly appreciated. Thanks in advance.
Seller_sn8rHn0KD8lOb
Has anyone had any luck with a resolution to this issue?
Seller_z1JDNz6de1lqc
The manipulation does not stop with buy box Amazon also throttles your sales as if you start selling above their data average threshold they will remove your buy boxes slowing sales as we know many have noticed this for years. So you have buy box manipulation and holding your funds for DD+69 which this kinda abuse only happens with a monopoly.
