Amazon Cancels Pre-Qualification for Featured Offers (Buy Box)
Amazon has announced the cancellation of the seller pre-qualification process for Featured Offers (formerly Buy Box). This means that all offers will automatically enter the candidate pool, with the platform directly assessing based on price competitiveness, delivery speed, and store performance. This move aims to simplify the process but also means competition will be more transparent and direct.
What are the key facts?
- 1Effective July 2026
- 2Cancellation of pre-qualification for Featured Offers
- 3Full implementation by the end of the year
What happened?
Amazon has launched adjustments to the Featured Offer policy, planning to gradually eliminate seller pre-qualification starting in July 2026, with an expected global rollout by the end of the year. All product offers will automatically fall into the candidate range, with the eventual winner determined by price, logistics timeliness, and performance.
What does this mean for cross-border sellers?
Sellers need to pay closer attention to store performance metrics and logistics timeliness, as the removal of the pre-qualification threshold means all products will directly compete for Featured Offers. Price and service advantages will become core competitive factors.