Amazon to Remove Initial Featured Offer Eligibility Restrictions
Amazon will gradually remove the existing Featured Offer seller pre-qualification requirements from July 2026, allocating display opportunities across global marketplaces based on price, delivery, and service performance.
What are the key facts?
- 1Effective from July 2026
- 2Removes Featured Offer seller pre-screening requirements
- 3To roll out gradually across global marketplaces
- 4Evaluation based on price, delivery, and buyer service performance
What happened?
An official Amazon Seller Central announcement states that, starting in July 2026, the platform will gradually adjust the seller eligibility requirements for the Featured Offer—the shopping cart placement—across its global marketplaces. The core change is the removal of the existing seller pre-qualification requirements, meaning some sellers will no longer be excluded from consideration solely because they do not meet historical performance thresholds.
According to the announcement, sellers’ opportunities to receive Featured Offer placement will subsequently be evaluated directly based on factors including product price, delivery speed, and buyer service performance. Rather than relying solely on existing eligibility conditions to define the candidate pool, Amazon will allocate placement based on the performance of the relevant products and sellers across these metrics.
The policy will not cover all marketplaces at once. Amazon said it will roll out the change gradually across global marketplaces beginning in July 2026. The adjustment concerns Featured Offer seller eligibility requirements, while the specific placement result will still be determined by the platform based on price, logistics, and overall service performance.
What does this mean for cross-border sellers?
The change means new sellers and non-brand sellers can also compete for the Featured Offer, but lower eligibility barriers do not make winning easier. Sellers with weak pricing, delivery speed, or buyer service performance can still lose out to competitors. Highest-priority action: check the pricing, inventory, delivery promises, and after-sales metrics of key ASINs this week.