
Featured Offer Eligibility Removed (2026): What Still Decides Who Wins the Buy Box
Amazon is removing the seller eligibility step for the Featured Offer, phasing the change in globally through the end of 2026. The short answer to the question sellers are asking: the gate is going away, but performance is not. Amazon moved seller performance from a pass/fail filter that ran before ranking into the ranking itself — it says explicitly that it is “not changing how the Featured Offer is selected.” ...










