Hello,
Seller Assistant can now help you understand why your offer is not the Featured Offer and provide actionable steps to improve.
Our AI-powered Seller Assistant uses knowledge about your ASIN and analyzes information across areas such as pricing health, account health, and inventory management to quickly help you understand why your offer isn’t the Featured Offer. It also lets you check up to 10 ASINs in a single conversation so that you can identify patterns and prioritize changes that will have the biggest impact.
Seller Assistant can diagnose and recommend fixes for the following:
- Offer buyability issues such as missing inventory, listing blocks, missing information or other offer issues - with steps to fix them
- Pricing eligibility and gaps between your offer and the current Featured Offer, with guidance that could help your offer become featured
- Delivery speed gaps, including how your delivery promise compares to the current Featured Offer, and whether adjusting it could help your offer become the Featured Offer
- Regional coverage gaps where your offer isn’t shippable, with recommendations to expand your reach
To get started, go to Seller Assistant and ask: “Why am I not the Featured Offer on [your ASIN]?”
For more information, go to Seller Assistant: Seller Central’s agentic assistant.
The Amazon Services team
Yep, just got that, too, for both accounts.
It appears to me that Amazon is determined to avoid an Anthropic-sized fine by enticing sellers into training Project Amelia/Seller Assistant (link, 080626 SAS post).
This was posted on NSFE about two weeks ago …
Featured Offer Update: Every Seller’s Offers Are Now in the Running
We engaged and Amyy_Amazon took notice. The “team” was notified and supposedly also engaged. Two weeks of crickets has followed.
Also part of this discussion here on SAS …
Project Amelia: can’t shoot it, can’t put it out of our misery…
Where is the featured offer widget located on the new seller central page, I can’t even find it?
Neither can we … it doesn’t seem to be there and it is non-functional on the old seller central (at least ours is and other custom and handmade sellers).
It’s a pretty good way to get all those whiners to stop complaining about their plummeting BB percentage.
actionable steps to improve
There are no actionable steps for the seller when it is Amazon’s code that is what needs to be fixed.
It is so tiring that they are “blaming” the seller for Amazon created metrics and code that don’t work correctly.
Agreed; this reproduction of a Seller Support Case reply was posted over in the NSFE on 090426:
I’ve been concerned for some time that Amazon would do to the Custom Program what it so-execrably did to Handmade, and I think that this message could be a harbinger of that…
When Amazon changed the way it calculated Featured Offer, the Featured Offer % did not register in the Widget on the seller central home page. Interestingly, a lot of the custom sellers saw a small bump in sales during August when this Widget issue existed. On the Manage Inventory edit pages for custom items, the Featured Offer still showed as if we had it. The seller central home page Widget is what was broken.
As of September 1, 2026, the Widget has again been working correctly so Paul H 's claim that it was expected behavior is completely wrong. Dougal_Amazon took note of the issue on NSFE and pushed the info to the “team”. Obviously, his efforts worked as seen by the current Widget function.
The one thing that we would point out is that this Featured Offer widget is no where to be found on the New Seller Central currently. It may be a depreciated widget and no longer provided with the New Seller Central.
Not sure if I should share this, but I did discover Amazon’s algorithm for determining rankings. It took months of development by their best coders and I’m sure Amazon would hate for this to get out to their competition.
