Another major policy update from Amazon!

Starting July 20, 2026, Amazon will officially remove the Featured Offer (Buy Box) eligibility requirement for its European and UK sites!

This removal only eliminates the "eligibility threshold for winning the Buy Box," not the Buy Box competition itself. Going forward, all sellers' offers will directly enter the competition. However, whether an offer ultimately wins the Buy Box still depends on comprehensive factors like pricing, delivery speed, inventory, and account performance.

Amazon has also made it clear that the selection logic for the Buy Box will remain unchanged.

This adjustment presents new opportunities for new sellers, FBM sellers, and sellers using local warehouses in Europe, but it will also intensify competition for those who have long relied on Buy Box advantages.

Today, let's understand what exactly this new policy changes, which sellers will benefit, and how to adjust operational strategies after July 20 to avoid missing out on this wave of traffic dividends!

1. Amazon Removes Featured Offer Eligibility

Effective July 20, 2026, the first eligibility threshold for "winning the Buy Box (Featured Offer)" on Amazon's EU and UK sites will be removed, but the Buy Box algorithm itself will not be canceled. Sellers will no longer need to obtain Featured Offer eligibility first; all offers will directly enter the Buy Box competition pool.

Effective Date: July 20, 2026

Scope: European and UK sites

Future Plans: Amazon says this change will gradually roll out to all global marketplaces and is expected to be completed by the end of 2026.

2. What Exactly Has Changed?

Previous Logic:

Amazon would first determine whether a seller had "Buy Box eligibility" (Featured Offer Eligibility). Only eligible sellers could participate in the Buy Box competition.

The process: Seller performance review → Obtain Buy Box eligibility → Compete for Buy Box → Win Buy Box

After July 20, 2026:

The eligibility check step is removed. All seller offers will directly enter the Buy Box competition pool, and the system will decide Buy Box ownership by directly comparing various indicators.

The process becomes: All offers → System ranking → Assign Buy Box

3. What Has Not Changed?

Many sellers thought the Buy Box would become easier to win after seeing the news, but that's not the case. Amazon clearly stated that it is removing the eligibility threshold, not the Buy Box algorithm.

The following core factors still determine Buy Box ownership:

① Competitive product pricing

② Delivery speed

③ FBA or high-quality FBM fulfillment capability

④ Seller performance metrics

⑤ Order defect rate (ODR)

⑥ Order cancellation rate

⑦ On-time shipment rate

⑧ Customer experience performance

Amazon will still assign the Featured Offer after comprehensively evaluating these factors.

4. Who Benefits from This New Policy?

1. FBM Sellers

Previously, many FBM stores could barely win the Buy Box due to restrictions on "Featured Offer eligibility." Now, as long as they offer fast delivery, on-time shipping, competitive prices, and stable performance, they have the opportunity to compete with FBA offers.

2. New Sellers

New accounts often struggle to gain Buy Box eligibility due to a lack of historical order data. After removing the eligibility check, new sellers can more easily enter the competition pool.

3. Small Sellers

In the past, some small and medium sellers were locked out of Buy Box eligibility due to insufficient account history. They will now gain more exposure opportunities.

4. Custom Product Sellers

For customized and personalized goods, a common issue was: "We are the only seller, yet there is no Buy Box." Amazon stated that this adjustment is expected to improve that situation.

5. What Should Sellers Do?

1. Don't Assume the Buy Box Has Become Easier

With more participants, the competition for the Buy Box may actually become more intense.

2. Focus on Optimizing Price Competitiveness

The Buy Box algorithm still pays close attention to product price, shipping cost, and market price for the same item. Abnormal pricing can still cause you to lose the Buy Box.

3. Improve Delivery Speed

Prioritize FBA, European overseas warehouses, and local shipping. Logistics speed remains a core competitive indicator.

4. Continuously Maintain Account Performance

Pay close attention to ODR, late shipment rate, cancellation rate, and customer feedback.

5. Monitor Buy Box Data Changes After July 20

It is recommended to focus on monitoring Buy Box share, conversion rate, advertising ACOS, and changes in organic orders. Promptly assess the actual impact of the new policy on your store.

That's the content shared by Yiju Overseas. Feel free to leave comments and discuss below!