Amazon Cancels Featured Offer Seller Qualification Pre-Approval
Amazon has gradually canceled the seller qualification pre-approval process for the Featured Offer (formerly Buy Box). In the future, all offers will be automatically considered, and the system will evaluate them based on metrics such as price, delivery speed, and order defect rate, rather than relying on a single qualification review.
What are the key facts?
- 1Policy Change: Eliminating independent qualification review for Featured Offers
- 2Evaluation Dimensions: Price, delivery speed, store performance comprehensive weighting
- 3Effective Date: July 2026
What happened?
Amazon announced in July 2026 that it will eliminate the independent seller performance qualification review for Featured Offers. Metrics such as order defect rate, chargeback rate, and customer feedback will be combined with price and delivery speed to create a unified weighted ranking formula to determine the allocation of Featured Offers. Sellers can more easily compete for Featured Offers now but need to pay more attention to comprehensive performance metrics.
What does this mean for cross-border sellers?
Sellers should focus more on overall operational metrics rather than a single qualification threshold; enhancing pricing competitiveness and logistics timeliness is key to gaining traffic. Top priority action: Assess your store's metrics this week to ensure you meet the comprehensive evaluation standards.