Maximize your sales potential with the Featured Offer (formerly the Buy Box)

When there are multiple offers for a product in the Amazon store, we combine them on a single product detail page. That helps customers find, compare, and purchase items.

In many cases, we feature an offer on a detail page. The Featured Offer appears at the top of a detail page with Buy Now and Add to Cart buttons. It can help customers find what they need and compare alternatives for a product by price, condition, and shipping speed. Becoming the Featured Offer can also be a powerful way for sellers to boost visibility for their products and increase sales.

If customers prefer the Featured Offer, they can add it to their cart or purchase it immediately. They can also compare the Featured Offer with other offers for the product, or select Used & New if they’re looking for comparable offers with different conditions and price points.

Amazon Featured Offer eligibility

Items can become the Featured Offer based on criteria that vary from category to category. In general, the following are required.

• You need a Professional selling account that’s in good standing.
• Your item needs to be in ”New” condition.
• You need to set a competitive price for your item, meaning it’s less than or equal to the lowest price from major retailers outside Amazon.

How to become the Featured Offer

Featured Offer eligibility and strategies

Watch

Featured Offer eligibility and strategies

Learn what the Featured Offer is, and explore requirements, strategies, and tools that can help your offer become the Featured Offer in the Amazon store.

Becoming the Featured Offer can help increase sales and profits. How do you get there? Here are tips and best practices.

1. Price products competitively

Featured Offer prices are commonly at or below the lowest priced alternatives. To help price your items competitively, trying the following tools:

Manage All Inventory

On the Manage All Inventory page, use the “Price and shipping costs” column to see if your item is the Featured Offer. You can also select View reference and business prices to view the current competitive external price and lowest price in the Amazon store.

Pricing Health

Visit the Pricing Health page and select the Pricing Opportunities tab to view your offers that aren’t currently eligible to become the Featured Offer. Then consider adjusting your prices so they’re at or below the competitive external price, or so that they’re in line with other reference prices.

Automate Pricing

Use Amazon’s Automate Pricing tool to create and apply pricing rules that can help keep your offers competitive 24/7. Choose predefined rules, or create customized rules using your own parameters.

When pricing products, be sure to take into account the total price for the product, which includes shipping costs.

2. Offer fast and free shipping

Sellers who offer faster shipping options, or free shipping, are more likely to win the Featured Offer. If you choose to fulfill orders yourself through Amazon’s Fulfilled by Merchant program, you’re responsible for delivery times and shipping rates. You can adjust your shipping fees and other details by visiting Shipping Settings in Seller Central.

Another option is to sign up for Fulfillment by Amazon (FBA), which lets you offer fast, free shipping to Prime members. FBA is an opportunity to use Amazon’s global fulfillment networks to get orders to customers within two days—or even provide next-day or same-day delivery.

How to get started with Amazon FBA

Watch

How to get started with Amazon FBA

Learn how to get started with Amazon FBA as well as steps to create your first Amazon FBA shipment on Amazon Seller Central.

3. Provide excellent customer service

If you full customer orders directly, several metrics impact your customer service performance, including the following:

• Your Order Defect Rate (ODR) is the percentage of orders with one or more indicators of poor customer service in a 60-day period. You should aim for an ODR under 1%.
• Your Late Shipment Rate (LSR) is the percentage of orders that ship after the expected ship date in both 10- and 30-day periods. You should aim for an LSR under 4%.
• Your Pre-Fulfillment Cancellation Rate (CR) is the percentage of seller-canceled orders in a 7-day period. You should aim for a CR of under 2.5%.
• Your Valid Tracking Rate (VTR) is the percentage of seller-fulfilled packages that have a valid tracking ID. You should aim for a VTR of over 95%.

You can monitor these metrics using your Account Health dashboard Seller Central.

Another option is to outsource customer service and returns to Amazon by fulfilling orders through FBA.

4. Keep stock levels up

Running out of stock can knock an item out of the running for the Featured Offer, so make sure you maintain adequate inventory levels to meet customer demand. For example, if you expect an uptick in orders, order additional inventory to avoid a shortfall.

You can monitor stock levels in Seller Central by selecting Inventory in the main menu, then Manage All Inventory.

Increase your Featured Offer sales potential

Becoming the Featured Offer can help you reach broader audiences and increase sales. For more inspiration on adjusting your strategy to meet eligibility and grow your business, check out our beginners guide for Amazon sellers.