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This article applies to selling in: Japan

How the Featured Offer works

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 multiple sellers can offer the same product. If more than one eligible seller offers a product, they may compete to become the Featured Offer for that product (as long as it can be shipped to the customer's 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.

How is the Featured Offer percentage calculated?

The Featured Offer percentage is calculated as the total page views in which you are the Featured Offer divided by the total page views received by products you list. Only active items are considered. You will see ‘—‘ if we are unable to calculate your Featured Offer percentage.

Product placement

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 cart (and ultimately purchase the product) using one of three methods:

  • By clicking the Add to Cart button in the Buy Box.
  • By browsing seller offerings in the Other Sellers on Amazon box and then clicking the Add to Cart button next to the seller from whom they want to purchase the product.
  • By clicking the "used & new" link, browsing all offerings for the item, and then clicking the Add to Cart button next to the seller from which they want to purchase the product.
    Note: If there are no used listings, the link will say "# new".

The Buy Box winner for a product is selected from the pool of eligible sellers offering that product based on, among other things, price, points and availability.

Amazon will present the winning seller's "new" offering as the first choice for buyers using the Add to Cart box on product detail pages. For many sellers, this placement may lead to increased product sales.

After the Buy Box winner 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 offer listing page.

How a seller's listing gets placed in the Buy Box

Sellers must qualify for the Buy Box eligible status in order to compete for Buy Box placement. Buy Box eligibility is tied to specific seller performance criteria that determine the sellers who have consistently provided customers with a great buying experience on the site. All Buy Box eligible listings are evaluated based on what the customer will pay (comprehensively considering payments for both goods and shipping as well as Amazon Points) and implementation of other factors, and one listing is selected for the Buy Box. When you meet the Buy Box qualifications, one new listing and one used listing each wins the Buy Box.

How sellers can increase their chances of winning the Buy Box

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 winning the Buy Box by following these guidelines:


  • Since we look at the price the customer will pay (comprehensively considering payments for both gioods and shipping as well as Amazon Points), make sure you price your products competitively, including the shipping rates, and issuing points. The lowest price doesn't guarantee winning the Buy Box, 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 winning the Buy Box. In order to view the Buy Box price column, go to the Preferences page and enable display of the column. Buy Box prices are only displayed for "New" listings.


  • Keep stock available: If you have no current stock for a product, you cannot win the Buy Box.
  • 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.
  • Plan vacations: If you are going on vacation, make sure that customers are not left waiting for orders to arrive. See Listings Status for more information.


Offer multiple shipping options on your products, including free shipping. You can manage your available shipping options on your Current Shipping Rates and Settings page in Seller Central.

Customer Experience

There are several factors to improve customer experience and it is important to be successful on Amazon to provide quality and satisfactory services for customers in every aspect.

  • 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 Prime eligibility, speed of shipment, handling time.
  • Time and experience selling on Amazon.

The Customer Metrics page in your seller account can help you track your performance. For more information about performance standards, see Seller Performance Measurement.

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