Amazon Gradually Abolishes Buy Box Seller Qualification Process
Amazon has announced the cancellation of the seller qualification process for the Buy Box, with all offers automatically entering the candidate pool. This means competition will return to metrics such as price, logistics speed, and store performance. The barrier for new sellers is lowered, but competitive pressure will intensify.
What are the key facts?
- 1Policy adjustment: Cancellation of the Buy Box seller qualification pre-screening
- 2Effective date: Gradually implemented from July 2026
- 3Evaluation criteria: Price competitiveness, delivery speed, store performance
What happened?
Amazon has announced that starting in July 2026, it will gradually discontinue the seller qualification pre-screening process for the Buy Box across its global sites, aiming for completion by the end of the year. All offers will be automatically included in the candidate pool, with the system evaluating based on price, delivery speed, and store performance.
What does this mean for cross-border sellers?
New sellers will have an increased chance to win the Buy Box, but must maintain high competitiveness in logistics and pricing to sustain conversion rates.