Amazon Cancels Independent Seller Performance Review for Featured Offer
Amazon has adjusted the mechanism for obtaining the Featured Offer (formerly known as the Buy Box), abolishing the independent seller performance review and instead adopting a comprehensive weighted ranking formula. The new formula evaluates metrics such as order defect rate, chargeback rate, customer complaints, price, and shipping speed.
What are the key facts?
- 1Adjustment: Cancellation of independent performance review
- 2New mechanism: Weighted ranking formula
- 3Included metrics: Order defect rate, chargeback rate, customer complaints, price, shipping speed
What happened?
Amazon has eliminated the independent performance thresholds for Featured Offers, instead integrating metrics like order defect rate, chargeback rate, customer complaints, along with price and shipping speed into a weighted algorithm to determine cart ownership.
What does this mean for cross-border sellers?
Sellers can no longer rely solely on one indicator to maintain the Buy Box; they must balance pricing competitiveness and service quality more finely, as any decline in any dimension may directly affect conversions.