This “featured offer %” in Amazon seller central main page has always been 100%. Sometimes it drops down to 99% - 97%. That 1-3% was weird since I’m the brand owner and no one else sells under it, but it wasn’t enough to bother me.
Recently, It’s been dropping and now it is at 50%. I opened a browser in incognito mode and looked at my listings but they are all fine.
Should I be worried?
We are also the brand owner and no one else sells on our product. We have seen the “Featured Offer” % bounce in the past and it has been bouncing again this past week. If we remember correctly, Amazon recently announced some changes in how they were doing the calculation on this which wasn’t all that enlightening.
I recall that as well, but didn’t pay a lot of attention since I sell only used media, which is a different world.
But while I’m tempted to say that what I read was “clear as mud”, I think that’s giving Amazon too much credit in the clarity category.
Even if you’re the only seller, you might not have the BB. Do any of your listings have a suppressed BB?
Same. In Handmade and mine has been at 80% for last week and today it is 64%. Normally it would be 97-100%. Probably just a coincidence that sales are next to nothing for the last week. 
Dropped from 64% to 59% since yesterday. School is fixing to start so it’s traditionally one of the worst few weeks for me. For my brand and categories, it should not make a difference as my listings are searchable but I don’t recall this happening in the past. 
Same here, I’m usually around 95%+ - I am the brand owner, mostly customized products, brand registry, no one else on my listings in the US marketplace. Over the past several years I would notice dips if I decrease my Amazon Ads campaigns, but usually stayed in the 90’s and usually above 95%.
I am seeing the same problems as others. Today mine dropped down to 68%. According to other threads I’ve seen, this is on the high side so I assume this means my listings are quite healthy.
I have one ASIN in my Pricing Health dashboard but that doesn’t explain the drop that everyone is seeing.
AI told me that they recently changed how the Feature Offer percentage is calculated going from a 2-gate calculation to a single gate.
I recently saw my sales dip around the same time this started acting up, but apparently this Feature Offer change is platform-wide.
I guess we wait.
For those of us who are the manufacturer, brand owner, and only seller on the item, it doesn’t make sense that this is effecting us … but it is.
Featured Offer Update: Every Seller’s Offers Are Now in the Running
by Indy_Amazon
3 hours ago
Hey sellers
Big news if you missed it: starting in July 2026, Amazon is removing the separate seller eligibility requirement for the Featured Offer. This change is rolling out gradually across all stores and will be complete by the end of 2026. No action is required on your part — your existing offers are automatically included.
What’s Changing
Previously, Amazon used a two-step process: first, determine which sellers were eligible, then rank the offers from those eligible sellers. The first step (seller eligibility) is being removed.
What this means for you: Every seller’s offers are now in the running to be evaluated for the Featured Offer. The playing field just got bigger.
What’s NOT Changing
The way the Featured Offer is actually selected remains the same. Amazon still evaluates and ranks all offers based on what matters most to customers. Being considered doesn’t guarantee your offer will be featured.
What Actually Determines the Featured Offer?
Here’s what Amazon evaluates when ranking offers:
Factors that matter:
- Total price (item price + shipping fee) — competitive pricing increases your chances
- Delivery speed — faster offers with specific delivery promises rank higher
- Free shipping — all-inclusive pricing is preferred over item + shipping fee structures
- Free returns — especially important for frequently returned categories like apparel
- Seller performance — consistent, reliable order fulfilment across multiple dimensions including order volume, chargeback rate, and Voice of the Customer complaints
- Stock availability — you can’t win the Featured Offer if you’re out of stock
Factors that DON’T matter (this surprises many sellers):
- Customer reviews and star ratings
- Prime badge on the offer
- Fulfilment method (FBA vs. Seller Fulfilled are treated equally)
Tools to Help You Compete
- Pricing Health — check if any of your offers have pricing issues that make them ineligible
- Automate Pricing — set rules to automatically adjust prices within parameters you define (e.g., match the current Featured Offer price)
- Voice of the Customer — monitor product complaints that could impact your performance
- Shipping Settings — review your delivery options and shipping templates
- Business Reports — check your Featured Offer percentage (page views where your offer is featured ÷ total page views)
Helpful Resources
- Becoming the Featured Offer — full breakdown of selection factors
- Pricing Health Dashboard — identify pricing issues
- Automate Pricing — set up automated pricing rules
- Account Health Rating — understand performance metrics
How are you preparing?
Now that every offer is in the running, are you adjusting your strategy?
What’s worked for you in winning the Featured Offer — is it pricing, shipping speed, or something else entirely?
When you get those low % showing in Seller Central, can you tell whether the “Add to Cart” button is missing from any of the listings on the public side?
It is not missing on any listings. Just orders are missing right now lol 
. End of summer before school is always dead for me.
My Featured Offer % was showing around 100% on SC, but my orders are missing too.
We went from 73% today down to 17% tonight …
But when you look at your listings, have you gone from 3/4 of the listings having the BB to fewer than 1/5?
The BB win metric has never been reliable.
On Customize items, you get the Customize Now button when you win. Since we are the only seller of our brand products, we win the Customize Now button 100% of the time. We should be the Featured Offer 100% of the time and normally in the past we have been. After this change by Amazon, what we are seeing is total nonsense as far as the Feature Offer numbers go.
For us, it hasn’t affected sales. It hasn’t effected search page results. It’s just an ugly number on the seller central dashboard at this point.
So when you are the only seller on the item, this should not have any effect on your ability to win the Featured Offer because you are the only offer.
