Amazon Adjusts Selection Criteria for Featured Offers
Amazon announces the gradual removal of the eligibility threshold for 'Featured Offers' (Buy Box). Previously, this eligibility relied heavily on seller performance metrics; after adjustments, all seller offers will directly enter the competitive pool, with display positions determined by overall ranking.
What are the key facts?
- 1Policy Change: Removal of performance-based eligibility for Featured Offers
- 2Implementation Timeline: Gradual rollout starting July 2026
- 3Scope: All Amazon marketplaces worldwide
What happened?
Amazon officially announces that from July 2026, it will gradually remove seller eligibility restrictions for 'Featured Offers' globally. Previously, Amazon filtered eligible sellers based on performance metrics to select Featured Offers. With this adjustment, all seller offers will be automatically included in the competitive pool and ranked by the system.
What does this mean for cross-border sellers?
This will increase price competition, prompting sellers to focus more on pricing strategies and logistics timeliness rather than solely relying on performance metrics to maintain Buy Box share.