As of July 20, 2026, the previous seller-level eligibility requirements for the Featured Offer (Buy Box) for sellers in the EU and the United Kingdom will no longer apply. Until now, Amazon has reviewed performance criteria to determine if a seller was eligible for the Buy Box at all. This preliminary eligibility step is now being removed.
The actual selection of the Featured Offer remains unchanged: Amazon will continue to evaluate factors such as competitive pricing, delivery speed, and overall seller performance to select the best offer for customers. No action is required from sellers.
What do sellers need to know?
What exactly is changing: Until now, sellers had to surpass an eligibility threshold at the account level before their offers were considered for the Buy Box at all. This preliminary step will be completely eliminated as of July 20, 2026. Newer or smaller seller accounts that were previously excluded from Buy Box participation will now be able to directly compete for the Featured Offer.
Selection mechanism remains the same: The removal of the eligibility step does not mean that every offer will automatically win the Buy Box. Amazon will continue to use the same criteria: competitive pricing, delivery speed (e.g., Prime shipping or FBA), and seller performance metrics such as ODR and customer reviews. Sellers who perform poorly in these areas will continue to win the Featured Offer only rarely, or not at all.
Monitor pricing strategy strategically: Since competitive pricing remains a key criterion for the Featured Offer, pricing strategies should be reviewed regularly. For highly contested items, the use of automated repricing is recommended.
