Maximize your sales potential with the Featured Offer

Start selling today*

When there are multiple offers for a product in the Amazon store, we help customers find, compare, and purchase items by featuring the most competitive offers in the Offer Display section of a product detail page, sometimes called the “Buy Box.”

The Offer Display appears near the top of a product detail page and contains one or more Featured Offers with Buy Now and Add to Cart buttons. Featured Offers are displayed with their price, condition, shipping speed, free-shipping threshold, and other attributes to help customers easily compare the best options. They can be a powerful way for sellers to increase visibility for their products and increase sales.

If customers are satisfied with a Featured Offer, they can add it to their cart or purchase it immediately. Alternatively, they can visit the “Other sellers on Amazon” widget below the Offer Display to view more options that might better meet their needs—for example, items with different conditions or delivery speeds.

How to become the Featured Offer

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 consider the total price for the product, which includes shipping costs.

2. Offer fast and free shipping

Offers with fast, free shipping are more likely to be featured, as are offers with delivery dates that are higher certainty (for example, a narrower delivery range). Fulfilling order directly can be just as effective at increasing your chances of becoming the Featured Offer as fulfillment through the Amazon fulfillment network.

3. Provide customers with a great order experience

Consistently providing customers with a great order experience can help increase your chances of becoming the Featured Offer. Here are several ways to ensure customers are happy with their orders:

1. Ship the correct item without any damage or defects.
2. Ensure the item and its condition match what is shown on the product detail page, and what was purchased by the customer (for example, don’t ship a Used item for an offer that featured a New one).
3. Ensure the item is authentic and not expired.
4. Ensure that customers are charged the correct amount to minimize the chance of chargebacks.
5. Use the Voice of the Customer page to review customer feedback for opportunities to optimize your products and listings.

You can monitor metrics related to your customer service using the Account Health page in Seller Central.

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

4. Keep stock levels up

Your offer can’t become featured if your item is out of stock. Keep your inventory updated and plan accordingly for things that sell quickly. 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.

^{*A Professional selling plan is $39.99 a month + selling fees. Learn more}