Amazon to Remove Featured Offer Seller Eligibility Threshold
Amazon plans to phase out Featured Offer seller eligibility requirements in stages beginning in July 2026, with coverage extending to stores worldwide by year-end. All candidate offers will undergo system evaluation.
What are the key facts?
- 1Phased implementation from July 2026
- 2Removal of Featured Offer seller eligibility requirements
- 3Global store coverage by year-end
What happened?
Amazon officially announced that, beginning in July 2026, it will phase out the existing Featured Offer seller eligibility requirements across major marketplaces worldwide, with the changes scheduled to cover global stores by year-end. Under the new policy, sellers will no longer need to first meet the previous Featured Offer seller eligibility requirements, and offers will enter the system evaluation process directly. The platform will dynamically evaluate candidate offers based on price, delivery speed, and the overall buyer experience. Amazon said the adjustment is intended to simplify the offer submission process for sellers worldwide while responding to market feedback. Whether a specific offer receives the Featured Offer will continue to be determined by the platform system based on relevant performance.
What does this mean for cross-border sellers?
This change means new sellers and sellers with weaker historical performance may also enter the Featured Offer competition, but it does not mean price, delivery, and buyer experience can be overlooked. The competitive threshold will shift from eligibility checks to offer performance. Highest-priority action: this week, review the price, inventory, delivery promise, and after-sales metrics for each key product.