Amazon to Gradually Eliminate Featured Offer Eligibility Pre-Screening
Amazon will gradually eliminate Featured Offer eligibility pre-screening from July 2026, while ranking factors including price, delivery, inventory, and performance will remain.
What are the key facts?
- 1Amazon will gradually eliminate Featured Offer eligibility pre-screening from July 2026
- 2Global rollout across all sites expected by the end of 2026
- 3Price, delivery, inventory, and seller performance will remain ranking factors
- 4More sellers’ offers may enter the Featured Offer ranking pool directly
What happened?
An Amazon seller announcement states that, starting in July 2026, the platform will gradually eliminate the preliminary step of determining whether a seller is eligible for the Featured Offer before allowing eligible sellers to compete for the Buy Box. The global rollout across all sites is expected to be completed by the end of 2026. After the change, offers from more sellers may enter the Featured Offer ranking pool directly, but this does not mean that a product will automatically receive the Buy Box. The platform will continue to evaluate factors including price competitiveness, delivery speed, inventory status, and seller performance. The change is particularly relevant to new sellers, cross-border sellers with limited performance histories, and sellers previously unable to compete for the Buy Box because of eligibility thresholds. It will also make competition on price, fulfillment, and inventory more direct.
What does this mean for cross-border sellers?
As Featured Offer eligibility pre-screening is gradually removed, more offers will enter the ranking pool directly, expanding Buy Box competition without guaranteeing the Buy Box. This week, review price competitiveness, delivery speed, inventory status, and seller performance together for each offer, especially for new sellers and stores with limited performance histories.
What should sellers do now?
- 1This week, review the selling price, delivery promise, and inventory status for each priority Listing competing in Featured Offer ranking, and record the before-and-after results with the profit calculator; completion requires a Listing-level price and profit comparison table confirming that every priority offer has been checked.Profit calculator
- 2This week, check available inventory and replenishment plans by marketplace and priority Listing, and add stockout risks that could affect Featured Offer ranking to the procurement list; completion requires records of inventory status, replenishment responsibility, and follow-up checks for every priority Listing.Procurement List
- 3This week, identify priority offers from new sellers and stores with limited performance histories, check Listing information and compliance with platform rules item by item, and produce an optimization list; completion requires the list to cover all four ranking factors: price, delivery, inventory, and seller performance.Listing character checker