Agreed; this reproduction of a Seller Support Case reply was posted over in the NSFE on 090426:
https://sellercentral.amazon.com/seller-forums/discussions/t/89f8e6e9-d11a-4749-a903-86b6bffb9313?postId=e23a4496-c83b-4f8e-a306-77236ce40465
Core_Carbon In reply to: Core_Carbon’s post
6 hours ago
Received this on Sept. 2nd:
"Hello from Amazon
I have received information regarding why the Featured Offer percentage changed.
On July 22, 2026, Amazon updated the way the Featured Offer is tracked for Custom ASINs. If a product requires customization before purchase and cannot be bought via a standard Add to Cart button, it is no longer included in the Featured Offer percentage. This is the new expected behavior. Detail Page impressions remain unaffected.
Thank you for selling with Amazon,
Paul H.
Amazon.com Seller Support"
My most recent Business Report is now showing 100% Featured Offer on almost all of my custom ASINs. The sales issue is still unresolved. My sales and conversion performance deteriorated significantly around the same period, and the email received says the July 22 tracking change did not affect Detail Page impressions.
I’ll continue posting updates as I get more information.
Has anyone else seen their Featured offer percentage go up in the last couple days, if so, have your sales/traffic returned?
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…