Amazon Removes Seller Performance Gate for Featured Offer
Amazon is globally removing the hard threshold of 'seller performance' for obtaining the 'Featured Offer' (formerly the Buy Box). This means that even with fluctuating performance metrics, sellers still have the opportunity to compete for this position, with the platform now placing greater emphasis on price, inventory, and delivery speed.
What are the key facts?
- 1Removed independent performance threshold
- 2Globally phased rollout
- 3Completion by end of 2026
What happened?
Amazon announced that seller performance will no longer be an independent access criterion for obtaining the 'Featured Offer'. This policy is being rolled out in batches across global sites and is expected to cover all sellers by the end of 2026. Previously, sellers who did not meet performance standards were automatically excluded from competition; under the new rules, the platform will focus on core considerations such as price, inventory availability, and delivery timeliness.
What does this mean for cross-border sellers?
Increased competition: Sellers previously limited by performance will re-enter the competitive pool, necessitating caution against price wars. Strategy adjustment: It is recommended to reanalyze the Buy Box win rates over the past 30 days, optimizing pricing and inventory management to address a broader range of competitors.