Amazon to Adjust Featured Offer Eligibility Requirements From July 2026
Amazon will gradually remove the preliminary seller eligibility screening for Featured Offer, automatically including existing offers in subsequent evaluations, while the Buy Box will still be contested based on overall performance.
What are the key facts?
- 1Amazon plans to adjust Featured Offer eligibility requirements from July 2026
- 2The change is planned to cover all marketplaces worldwide by the end of 2026
- 3Existing offers will automatically enter subsequent evaluations
- 4Buy Box placement will still depend on price, delivery, and fulfillment performance
What happened?
Amazon announced that it will gradually remove some seller eligibility screening requirements for the Featured Offer, formerly known as the Buy Box, starting in July 2026, with plans to gradually extend the change to all marketplaces worldwide by the end of 2026. Previously, the platform generally first assessed whether a seller was eligible for the Featured Offer based on seller performance standards, then ranked eligible offers. Under the new arrangement, Amazon will gradually remove this preliminary eligibility screening, and existing offers will automatically enter the subsequent evaluation process. However, the change does not mean that all sellers will obtain the Buy Box position. The platform will continue to consider factors including price competitiveness, delivery speed, and fulfillment performance when selecting the Featured Offer. For cross-border third-party sellers, new sellers or sellers with insufficient performance data may have an opportunity to enter the competition pool, but price, inventory, delivery, and account health will remain important. Removing the eligibility threshold does not mean the Buy Box will automatically increase.
What does this mean for cross-border sellers?
Starting in July 2026, more existing offers may enter subsequent Featured Offer evaluations directly, giving new sellers and sellers with limited performance data an opportunity to compete. Buy Box placement will still depend on price competitiveness, inventory, delivery, fulfillment performance, and account health; removing preliminary eligibility screening does not guarantee more Buy Box placements.
What should sellers do now?
- 1This week, use a profit calculator to review the prices of priority listings competing for the Featured Offer. Record the price-competitiveness checks without overlooking profit, and produce at least one product-level pricing table.Profit calculator
- 2This week, verify sellable inventory and delivery settings for priority listings. Create inventory, delivery, and fulfillment checklists for each store, and mark every priority product as checked or pending.Procurement List