Amazon Cancels Buy Box Pre-Qualification Review for EU and UK Sites
Amazon announces the cancellation of the Buy Box pre-qualification review for its European and UK sites, allowing new seller listings to directly enter the competition pool, aimed at shortening the cold start period for small and medium-sized sellers.
What are the key facts?
- 1Effective July 20, 2026
- 2European five countries and UK stations
- 3Cancellation of Buy Box pre-qualification review
What happened?
According to Amazon's latest announcement, starting from July 20, 2026, new sellers and those with minor violations will no longer undergo the Buy Box pre-qualification review. Although this policy lowers the entry threshold for the Buy Box, the final allocation algorithm remains unchanged, still considering multiple factors such as price, delivery speed, and performance. This policy aims to provide more exposure opportunities for new sellers and help them launch more quickly in the market. The new policy covers multiple sites, including five European countries and the UK, providing better competitive opportunities for sellers.
What does this mean for cross-border sellers?
The implementation of this policy will make it easier for new sellers to gain exposure and enter the competition pool, but they must also focus on price and fulfillment performance to compete for the Buy Box. Sellers need to adjust their strategies promptly to enhance their competitiveness.