🇺🇸🇨🇦 US/CAAccount PolicyMedium ImpactJuly 6, 2026
Amazon Removes the Seller Eligibility Step for the Featured Offer (Buy Box), Rolling Out Globally from July Through the End of 2026
All sellers with offers on listings shared with other sellers, across all Amazon stores globally, including the US and Canada. Sellers who were previously screened out by the performance-based eligibility step gain the most, since their offers now enter the ranking.
Amazon is removing the seller eligibility requirements that decided which sellers could compete for the Featured Offer. Until now, Amazon first screened sellers against seller performance criteria and only then ranked offers from the eligible sellers; Amazon says that first step no longer adds value for customers. The rollout started in July 2026, is gradual across all Amazon stores worldwide and is due to finish by the end of 2026. Amazon says it is not changing how the Featured Offer itself is selected, and no seller action is required.
Key Points
- Amazon is removing the seller eligibility requirements for the Featured Offer, which were based on seller performance criteria
- Previously, offers were only ranked if the seller first passed the eligibility screen; that first step is being dropped
- The change began rolling out in July 2026, applies gradually across all Amazon stores globally and is set to complete by the end of 2026
- Amazon says it is not changing how the Featured Offer is selected — it still weighs factors such as competitive pricing, delivery speed and performance
- Existing offers are included automatically; no seller action is required
- Being considered for the Featured Offer does not guarantee an offer will be featured
What You Should Do Now
- 1Check the Featured Offer percentage in your Business Reports for shared listings over the rest of 2026 to see whether your share changes as the rollout reaches your store
- 2Keep pricing and delivery speed competitive, since Amazon names them as selection factors that still apply
- 3Continue managing seller performance metrics in Account Health — Amazon still lists performance among the factors it evaluates
- 4Expect more competing offers to be in contention on shared listings and review repricing rules accordingly
Official Source
Amazon Seller Central →This summary is written in our own words based on the official source linked above. Policies may be updated after publication. Always check the official Amazon source for the latest details.