Amazon Gradually Removes Featured Offer Seller Qualification Pre-Approval
Amazon has announced it will gradually eliminate the seller qualification pre-approval process for the 'Featured Offer.' All offers will automatically be included as candidates, with the final selection determined by the system based on price, delivery, and performance, leading to greater transparency in competition.
What are the key facts?
- 1Adjustment content: Removal of Featured Offer seller qualification pre-approval
- 2Effective time: Gradually implemented from July 2026
- 3Evaluation criteria: Price competitiveness, delivery speed, store performance
What happened?
Amazon announced that starting in July 2026, it will gradually remove seller qualification pre-approval for Featured Offers across all global sites, with completion expected by the end of the year. All offers will automatically be included as candidates, evaluated based on price competitiveness, delivery speed, and store performance.
What does this mean for cross-border sellers?
Sellers need to pay more attention to store performance metrics and price competitiveness as all products will directly compete for the Buy Box, effectively raising operational thresholds.