Amazon Adjusts Featured Offer Eligibility Requirements
Amazon will phase out the existing performance thresholds for Featured Offer eligibility and instead directly assess offer performance, with global marketplace coverage expected by the end of 2026.
What are the key facts?
- 1Amazon
- 2Featured Offer eligibility
- 3Phased rollout from July 2026
- 4Global marketplaces
What happened?
Amazon published an announcement on its seller forums explaining that it will change how Featured Offer eligibility is assessed. Beginning in July 2026, Amazon will phase out certain performance thresholds previously used to determine whether sellers qualified for the Featured Offer. The changes are expected to cover all global marketplaces by the end of 2026.
According to the announcement, the system will subsequently assess specific offers that meet the basic requirements, rather than first screening sellers based on whether they have reached established performance thresholds. The assessment will continue to focus on the customer shopping experience, including offer price and delivery speed. Amazon said the changes are intended to further optimize the Featured Offer assessment mechanism and the shopping experience.
What does this mean for cross-border sellers?
Even without the previous eligibility thresholds, sellers must continue to maintain competitive prices and delivery performance. A common mistake is assuming that removing the thresholds makes it easier to win the Featured Offer; an unchanged offer experience can still result in lost placement. Highest priority: this week, review the prices, inventory, and delivery promises of key products one by one.