Amazon Removes Prequalification Threshold for Featured Offer
Amazon has announced adjustments to the competition rules for the 'Featured Offer' (formerly known as Buy Box). Global sites will gradually eliminate prequalification screening processes for sellers, allowing all product listings to automatically enter the candidate pool. While the entry threshold has been lowered, the ability to gain weight will still depend on price competitiveness, delivery timeliness, and overall store performance, leading to increased competition.
What are the key facts?
- 1Gradual implementation starting July 2026
- 2Full roll-out by end of 2026
- 3Removal of prequalification screening
What happened?
Amazon has officially released rules that remove the prequalification verification step for Featured Offers. Previously, sellers needed to meet specific performance metrics to enter the candidate pool, but under the new rules, all products will automatically be included. The platform emphasizes that the core evaluation logic remains unchanged, focusing on price, logistics, and performance.
What does this mean for cross-border sellers?
This means more products will compete for the Buy Box, and sellers need to strengthen their core competitiveness by optimizing pricing strategies and improving logistics timeliness.