AMZ123 has learned that Amazon has officially made a major adjustment to its previous Featured Offer rules. Starting this July, its global sites will phase out the seller pre-qualification screening process. The whole revamp is expected to be completed by the end of 2026. This move will profoundly reshape the competition for the Buy Box.

The old system involved two steps: the platform first verified store performance, and only sellers meeting the standards could enter the Featured Offer competition pool, where the Buy Box was allocated based on multiple metrics. The new rule removes the pre-qualification review entirely. Sellers no longer need to take manual action — offers for all products across their store will automatically enter the candidate pool. However, the platform has made it clear that the final selection logic for the Featured Offer will remain unchanged. Scoring will still be based on three core dimensions: price competitiveness, delivery speed, and overall store performance. Entering the candidate pool does not mean gaining the weight to win the Buy Box.

This adjustment benefits new stores and small self-fulfilled sellers. Shops previously excluded due to substandard performance can now directly compete for traffic. At the same time, the number of sellers in the competition pool has increased significantly. Established FBA sellers will face more low-price competitors diverting orders, and market involution will intensify notably.

Industry experts suggest sellers optimize three core metrics: adjust pricing to benchmark against peers to maintain a price advantage; prioritize FBA to improve fulfillment speed; and strictly control performance data such as order defect rate and late shipment rate. Sellers should keep monitoring the update progress on their backend sites, and proactively refine supply chain and pricing strategies to cope with the fiercer battle for Buy Box traffic after the barriers are lowered.

Source: AMZ123
Original article link: https://www.amz123.com/kx/VLqeusSZ