How the Featured Offer works

The Featured Offer is the offer near the top of a product detail page, which customers can select to buy now or add to their shopping carts.

A key feature of the Amazon website is that the same product can be sold by several sellers. If several sellers offer the same product in "new" condition, they may be eligible to compete for the Featured Offer for that product (as long as it can be shipped to the customer's selected address).

To give customers the best possible shopping experience, sellers must meet performance-based requirements to be eligible to compete for Featured Offer placement. For many sellers, Featured Offer placement can lead to increased sales.

When a seller becomes the Featured Offer on an offer’s product detail page, that seller’s specific information (respective offer price and seller name) will be displayed on the product detail page.

From 28 January 2021, sellers are able to become the Amazon UK Books Featured Offer. Only "New" condition books are eligible.

How is the Featured Offer percentage calculated?

The Featured Offer percentage is calculated as the total page views in which you are the Featured Offer divided by the total page views received by products you list. Only active items are considered. You will see "—" if we are unable to calculate your Featured Offer percentage.

Product placement

When you place your products in the Amazon catalogue, anyone browsing Amazon can find and buy them. When customers find what they want, they can put the product into their shopping cart (and ultimately purchase the product) using one of three methods:

• By selecting the Add to Basket button in the Featured Offer.
• By browsing seller offerings in the More Buying Choices box and then clicking the Add to Basket button next to the seller from whom they want to purchase the product.
• By clicking the "used & new" link, browsing all offerings for the item, and then clicking the Add to Basket button next to the seller from which they want to purchase the product.

After the Featured Offer is selected, offers from up to three further qualifying sellers are displayed in the More Buying Choices box on the product detail page. The remaining seller offers are available to customers who select the new & used (or new) link at the bottom of the More Buying Choices box to go to the offer listing page.

How sellers can increase their chances of becoming the Featured Offer

Since seller performance requirements can vary by category and are subject to change, we do not disclose specific targets needed to become an eligible seller; however, becoming an eligible seller requires meeting very high standards, and excelling in the qualifying criteria is the best way to work toward achieving this status. If you are an eligible seller, you can increase your chances of becoming the Featured Offer by following these guidelines:

Pricing

• Since we look at the price the customer will pay (price + shipping), make sure you price your products competitively, including the shipping rates. The lowest price doesn't guarantee becoming the Featured Offer, as pricing is just one factor that is evaluated.
• On the Manage Inventory page, you can view the price of the offer that is currently the Featured Offer. In order to view the Buy Box price column, go to the Preferences page and enable display of the column. Buy Box prices are only displayed for "New" listings.
• Business customers on Amazon.de and Amazon.co.uk tend to base their buying decisions on VAT-exclusive prices. That is why for these customers we are comparing the VAT-exclusive prices, where available. To enable your selection, enrol into the free VAT Calculation Service or learn more about it.

Availability

• Keep stock available: If you have no current stock for a product, you cannot become the Featured Offer. Use Seller Best Practices to keep your popular products in stock
• Update your inventory: Customers who submit orders for products that are not in stock are likely to leave negative feedback, especially around the holidays. To ensure that buyers cannot place orders for out-of-stock items, keep your inventory updated.

Fulfilment

Offer multiple shipping options on your products, including free shipping. You can manage your available shipping options on your Current Shipping Rates and Settings page in Seller Central.

Customer Experience

• ODR (Order Defect Rate)—ODR is based on customer feedback, A-to-Z claims, and chargebacks.
• Other metrics related to seller performance.
• Shipment experience offered on a product, including speed of shipment, handling time, and your participation in FBA.
• Time and experience selling on Amazon.

The Account Health page in your seller account can help you track your performance.