Amazon Adjusts Featured Offer Cart Acquisition Rules
Amazon has removed the independent seller performance qualification limit for the Featured Offer (formerly Buy Box), integrating metrics like order defect rate into a comprehensive weighted formula instead of serving as a standalone entry threshold.
What are the key facts?
- 1Adjustment: Elimination of independent performance thresholds
- 2New Logic: Weighted formula (price, shipping speed, performance metrics)
What happened?
Amazon has adjusted the cart acquisition mechanism, no longer treating metrics such as order defect rate and late shipment rate as hard thresholds for gaining the Featured Offer. The new acquisition rules involve a comprehensive weighted scoring formula that considers various factors, including seller prices, shipping speeds, and performance metrics. This change may reduce the acquisition difficulty for some sellers, allowing more sellers a chance to gain visibility and thus improve sales performance.
What does this mean for cross-border sellers?
This move lowers the acquisition difficulty for some sellers with variable performance, but overall competition still depends on comprehensive service capabilities. Sellers are advised to optimize service metrics to gain more exposure under the new rules.