Amazon to remove seller performance as standalone Featured Offer eligibility requirement starting July 2026

Amazon is removing seller performance as a standalone eligibility requirement for the Featured Offer (formerly known as the Buy Box), starting July 2026 and rolling out globally through the end of the year. This structural change means sellers will no longer face a separate performance check before being eligible for Featured Offer ranking. The change automatically covers existing offers and represents a significant shift in how Amazon's product listing algorithm works, potentially lowering barriers for sellers while shifting focus to other ranking factors.