Amazon Gradually Eliminates Featured Offer Seller Qualification Pre-Approval
Amazon announced that starting in July 2026, it will gradually eliminate the seller qualification pre-approval process for the Featured Offer across its global sites. In the future, all offers will automatically fall into the candidate pool, evaluated comprehensively based on price, delivery, and performance.
What are the key facts?
- 1Amazon Featured Offer
- 2Elimination of qualification pre-approval
- 3Completion by end of year
What happened?
Amazon is simplifying the entry mechanism for the Featured Offer, aiming for a more dynamic algorithm to assess seller performance rather than relying on a pre-approval process. This policy shift means all sellers will have the opportunity to participate without being restricted by qualification thresholds, thereby enhancing market fairness and competitiveness. This change will encourage more sellers to offer competitive pricing on the platform to capture customer purchases.
What does this mean for cross-border sellers?
Sellers need to pay more attention to store performance metrics and logistics timeliness, as these factors will directly determine the chances of receiving a Featured Offer. If improvements in ratings and delivery services are not made, they risk losing priority display opportunities. Highest priority action: Check and optimize store ratings and delivery timeliness this week.