The Featured Offer is the offer near the top of a product detail page, which customers can 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.
Note: Seller offerings for Music and DVD products are eligible for the Featured Offer if fulfilled through Fulfillment by Amazon (FBA). Books and video (VHS) listings are not eligible to appear in the Featured Offer on the product detail page.
When you place your products in the Amazon catalog, 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 buy the product) using one of three methods:
By clicking the Add to Basket in the Featured Offer.
By browsing seller offerings in the More Buying Choices box and then clicking the Add to Basket next to the seller from whom they want to buy the product.
By clicking the "used & new" link, browsing all offerings for the item, and then clicking the Add to Basket next to the seller from which they want to buy the product.
Note: If there are no used listings, the link will say "# new".
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 click the new & used (or new) link at the bottom of the More Buying Choices box to go to the All-Offers Display.
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:
Since we look at the price the customer will pay (price + shipping), make sure that you price your products competitively, including the delivery 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 Featured Offer price column, go to the Preferences page and enable display of the column. Featured Offer prices are only displayed for "New" listings.
Business customers on Amazon 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, enroll into the free VAT Calculation Service.
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.
Offer multiple shipping options on your products, including free shipping.
You can manage your available shipping options on your Current Delivery Rates and Settings page in Seller Central.
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.