Amazon Removes Prerequisite Eligibility Requirements for the Featured Offer
Starting in July 2026, Amazon will gradually remove prerequisite seller eligibility requirements for the Featured Offer across global marketplaces and will evaluate offers directly based on price, delivery speed, and overall service quality.
What are the key facts?
- 1Starting in July 2026
- 2Amazon marketplaces worldwide
- 3Prerequisite seller eligibility requirements for the Featured Offer removed
- 4Evaluation based on price, delivery speed, and performance
What happened?
Amazon said in an official announcement that starting in July 2026, it will gradually remove the initial seller eligibility requirements for the Featured Offer across its marketplaces worldwide. After the change, sellers will no longer need to first meet separately defined prerequisite eligibility conditions to compete for the Featured Offer. Instead, Amazon will directly evaluate eligible offers based on factors buyers value, including price, delivery speed, seller performance, and overall service quality, and select the Featured Offer. The announcement said the change will be implemented in phases and will cover multiple Amazon marketplaces worldwide. Amazon emphasized that Featured Offer evaluations will continue to focus on buyer experience and offer performance, while sellers’ fulfillment capabilities, service levels, and offer details will continue to affect the final outcome.
What does this mean for cross-border sellers?
The change will allow more stores to compete directly for the Featured Offer, but it does not mean new sellers can overlook fulfillment and performance. A common mistake is relying only on price cuts to win placement; unstable delivery speed and account performance can still leave sellers behind competitors. Highest-priority action: review the prices, inventory, delivery promises, and order defect metrics for key products one by one this week.