Amazon Removes Sellers’ Prerequisite Eligibility Review for the Featured Offer
Amazon will gradually remove the existing seller performance eligibility requirements for the Featured Offer and instead directly assess factors such as product pricing and delivery speed.
What are the key facts?
- 1Gradual implementation from July 2026
- 2Rollout across Amazon stores worldwide
- 3Adjustment to be completed by year-end
What happened?
Amazon announced that it will gradually adjust the Featured Offer eligibility assessment mechanism across all global marketplaces starting in July 2026, with the changes expected to be completed by the end of the year. Under the previous rules, sellers first had to meet the performance eligibility requirements set by the platform before their products could participate in Featured Offer evaluations. The adjustment will eliminate this seller-level prerequisite screening, with the platform focusing its assessment directly on individual products and their offer performance. Going forward, product price, delivery speed, and other comprehensive indicators related to the consumer purchasing experience will be used to dynamically determine Featured Offer placement. Amazon said the change applies to stores worldwide, while specific assessments will continue to be based on product and order performance.
What does this mean for cross-border sellers?
New sellers without a long performance history may now compete for the Featured Offer based on the pricing and delivery performance of individual products. Assuming eligibility alone will secure the Featured Offer, or overlooking delivery speed and offer competitiveness, can still result in displacement by stronger product performance. Highest priority: Review the prices, inventory, and delivery promises for key ASINs this week and start tracking Featured Offer changes.