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This article applies to selling in: United Kingdom

How the Featured Offer works

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

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 Buy Box for that product (as long as it can be delivered 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 wins the Buy Box 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.

Note: Seller offerings for Music and DVD products are eligible for the Buy Box if fulfilled through Fulfilment by Amazon (FBA). Books and video (VHS) listings are not eligible to appear in the Buy Box on the product detail page.

Starting in January 2021 (the exact date will be communicated closer to launch), Sellers will be able to feature in the Amazon UK Books New Buy Box. Only condition ‘New’ books will be 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 basket (and ultimately purchase the product) using one of three methods:

  • By clicking the Add to Basket button in the Buy Box.
  • 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.
    Note: If there are no used listings, the link will say ‘# new’.

After the Buy Box winner 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 click 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 winning the Buy Box

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 towards achieving this status. If you are an eligible seller, you can increase your chances of winning the Buy Box by following these guidelines:


  • Since we look at the price the customer will pay (price + delivery), make sure that you price your products competitively, including the delivery rates. The lowest price doesn't guarantee winning the Buy Box, 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 winning the Buy Box. 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 and 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.


  • Keep stock available: If you have no current stock for a product, you cannot win the Buy Box. 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.


Offer multiple delivery options on your products, including free delivery. You can manage your available delivery options on your Current Delivery 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.
  • Delivery experience offered on a product, including speed of delivery, handling time and your participation in FBA.
  • Time and experience selling on Amazon.

The Customer Metrics page in your seller Account can help you track your performance. .

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