Amazon Cancels Independent Performance Threshold for Featured Offers
Amazon has recently adjusted the rules for obtaining Featured Offers (i.e., the shopping cart) by eliminating the previous independent seller performance qualification check. Now, metrics such as order defect rate, chargeback rate, and customer feedback will be combined with factors like price and delivery speed, using a unified weighted formula for ranking.
What are the key facts?
- 1Canceled independent performance check
- 2Weighted ranking formula adopted
What happened?
Amazon will no longer conduct separate performance qualification checks for Featured Offers; instead, order defect rates, chargeback rates, and customer complaints will be included in a comprehensive weighted ranking formula that also considers price and delivery speed. This change aims to give more sellers the opportunity to showcase their Featured Offers, thereby increasing product visibility and sales. The new policy helps lower participation barriers for sellers and encourages them to improve their operational performance to gain ranking advantages among various factors.
What does this mean for cross-border sellers?
With a more comprehensive logic for obtaining the shopping cart, sellers now need to balance multiple operational metrics instead of focusing solely on one performance indicator. It is advisable for sellers to optimize their service levels to ensure they gain a competitive edge in the comprehensive scoring.