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How to Win the Amazon Featured Offer + What is Amazon SEO

June 20, 2024

You can win the Amazon Featured Offer if you: 

  1. Have an active Amazon professional plan account
  2. Provide excellent customer service
  3. Keep your product pricing competitive
  4. Make sure your products are always available in stock

Formerly known as the Amazon Buy Box, Featured Offer can help sellers increase product visibility and sales on the platform. In fact, 80% to 90% of all Amazon sales go through it. However, it can be tricky to beat the algorithm and boost your chances of winning Featured Offer.

For example, Reddit user ruthasacre shares about struggling with "zero eligibility." This is despite having a "healthy account" in all categories. Commenter sadi512 had the same experience, pointing out Amazon seller support "isn't much help either."

In another thread, user betteringyou says avoiding prohibited keywords is also important. The post also mentions that Amazon "uses automated web scrapers to suppress listings."

In this feature, we'll discuss how you can improve your Featured Offer eligibility. Moreover, we also discuss about what Amazon SEO is. Finally, we tell you about another online business model you might want to consider. In comparison with Amazon selling, this alternative is way more profitable and has lower competition.

1. Have an Active Amazon Professional Plan Account.

Having an active Amazon professional plan account is the first requirement for winning the Featured Offer. This means sellers using the Individual selling plan do not get any chance to win the Featured Offer at all. 

 To sign up as a professional seller, you will need to pay $39.99 per month, plus additional selling fees. Of course, your account should also be in good standing to be eligible for Featured Offer.

2. Provide Excellent Customer Service.

Delivering excellent customer service is a key criteria in Featured Offer eligibility. According to Amazon, they "explore customer satisfaction rates" and reward sellers for it. This includes positive customer feedback and on-time delivery.

According to Amazon, sellers using the Merchant Fulfilled Network (MFN) are responsible for their own shipping rates and delivery times. Meanwhile, those who sign up for Fulfillment by Amazon (FBA) can "leverage Amazon's global fulfillment networks." It allows sellers to take advantage of fast, free shipping.

In any case, it's important to ensure your customers are satisfied with their shopping experience with your brand. 

3. Keep Your Product Pricing Competitive.

Keeping your product pricing competitive can boost your chances of winning the Amazon Featured Offer. Amazon's algorithm favors lower prices. According to the platform, Featured Offer prices are "commonly at or below the lowest priced alternatives." Generally, the cheapest price wins but this isn’t always the case. 

If selling metrics are higher for one seller over the other, the algorithm may choose the more expensive seller. If your performance metrics are low, you might want to lower your prices to win and maintain the Featured Offer. 

4. Make Sure Your Products Are Always Available in Stock.

Making sure your products are available in stock is a must to become Featured Offer eligible. Moreover, this allows you to meet the demands of your buyers.

So monitor your inventory consistently. Check out stock levels by accessing Inventory on Seller Central. If needed, plan ahead to ensure product availability. If you will be unavailable for a period of time, set your account to inactive. This way, you can avoid negative feedback from buyers. 

What Other Factors Determine Who Wins the Amazon Featured Offer?

Automated Pricing

To offer competitive pricing, you can automate pricing by using Amazon's tools. This technology adjusts prices dynamically. Plus it allows you to set minimum and maximum costs. You can select Predefined Automated Pricing to let Amazon dictate your products' prices. Otherwise, you can use Customized Automated Pricing to set your own limits.

Alternatively, you can use third-party tools such as Alpha Recruiter, BQool, Helium 10, Jungle Scout, Seller App, and others.

Account Health Metrics

Amazon also considers your Account Health metrics. For example:

  • Order Defect Rate should be below 1%
  • Pre-Fulfillment Cancellation Rate should be below 2.5%
  • Late Shipment Rate should be below 4%
  • Valid Tracking Rate should be above 95%

These metrics can be accessed and monitored under your Account Health dashboard in your Seller Central account.

Seller Feedback Metrics

Aim for high feedback score and high seller feedback count. The more positive reviews you get the better. Grow your collection of reviews by following up with customers after purchases. But be careful. You can only do this within Amazon’s Terms of Service. You can’t outright ask for a positive review, but you can provide an excellent product and earn one.

Customer response time can also help determine your Featured Offer winnability. Ideally, you should respond to customers within 12 to 24 hours. Even if a customer's message does not require a response, you must mark the message. This way, the Amazon algorithm will recognize it.

What is Amazon SEO?

Amazon SEO (search engine optimization) is Amazon's ranking system for product listings. For example, customers use the Amazon search box as they look for specific products. The platform's SEO brings relevant results for buyers to choose from.

Users can also narrow down their search by using filters. They can pick options such as delivery day, customer reviews, and price. Moreover, Amazon's homepage displays links to Best Sellers, New Releases, Today's Deals, and others.

What is the Amazon A10 Algorithm?

The Amazon A10 Algorithm is the latest version of the platform's search engine. It boost the visibility of relevant products to help buyers find what they need. According to WebFX, the A10 Algorithm "focuses solely on products listed on Amazon." This means social media, backlinks, and other factors do not have any influence on it. BeBoldDigital also says the algorithm is "vital for sellers who want to stand out in the vast Amazon marketplace."

However, there is actually an online debate among ecommerce experts about the existence of the A10 Algorithm. Apparently, some have labeled Amazon's 2020 algorithm update as the A10. Meanwhile, others argue the term is unofficial, especially since Amazon does not use it in their language.

In any case, Amazon sellers should definitely optimize their listings on the platform. Doing so will allow business owners to make the Amazon algorithm work for their brands. As a result, they can reach more of their target customers and increase their sales.

What is the Amazon Featured Offer?

The Amazon Featured Offer is a section found at the top right portion of a product page. Formerly known as the Amazon Buy Box, Featured Offer can be seen above the Buy Now button. According to Amazon, the Featured Offer is an "automated component" to help users find what they need. With it, buyers can discover relevant products and even compare options.

"If customers prefer the Featured Offer, they can add it to their cart or click Buy Now to place a purchase immediately," says Amazon. Other than that, consumers can check out other available products. Under the Featured Offer, Amazon also highlights new and used products from other sellers.

Any Amazon seller can win the Featured Offer as they meet the set requirements. Featured Offer eligible sellers can have their products highlighted at not cost. They only need to pay for a professional seller account ($39.99 per month) and other Amazon selling fees.

the amazon buy box

How Long Does it Take to Become Eligible for the Featured Offer on Amazon?

It takes around 90 days to becoming eligible for the Featured Offer on Amazon. In a forum post on Amazon UK, one commenter says new sellers should wait until their account "has been on for 90 days."

How Can You Check if Your Products are Eligible for the Amazon Featured Offer?

You can check if your products are eligible for the Amazon Featured Offer by going to Seller Central. You can then head over to the "Inventory" and "Manage All Inventory." From there, you can click "Preferences." and then "Featured Offer Eligible."

What Are Products To Avoid As A New Amazon Seller?

Some of the products to avoid as a new Amazon seller include: 

  • Fragile and ingestible items
  • Seasonal products
  • Jewelry
  • Electronics
  • Alcohol
  • Adult items

To learn more about prohibited items, go read Amazon's terms of service. Doing so will help you observe existing policies, win the Featured Offer, and avoid getting banned.

Why Local Lead Generation is a More Superior Business Model Than Amazon Selling

Amazon selling can be a profitable business. However, winning the Featured Offer has become a challenge for many. The marketplace has gotten really competitive, especially with the growing number of sellers each year.

In comparison, local lead generation is not as difficult. Instead of competing with thousands of Amazon sellers, you're only going against 5 to 10 local businesses. As a lead gen provider, you build your own sites and then work on ranking them online. You are targeting specific business niches in a specific location. So competition isn't as hard as being an Amazon seller.


Once your site ranks on search engine results, it will start attracting traffic and leads. You can then approach small business owners and offer your site for rent. This strategy will allow you to earn a fixed monthly revenue. Moreover, it can lead to passive income since maintaining ranking doesn't require much work.

You are also in full control of your lead gen business. You're not reliant on winning the Featured Offer to gain visibility and attract sales. All it takes is some SEO know-how to rank your sites. Plus there's no limit to how many sites you can build and rent out.

As a former Amazon FBA business owner myself, I've since happily switched to lead generation. It's more lucrative and is not as stressful. In fact, I now have multiple local lead generation websites since starting out in 2014. I offer my services to local businesses and earn up to $52,000 per month.

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Ippei Kanehara

$52K per month providing lead generation services to small businesses is for digital hustlers, industry leaders and online business owners.

His #1 online business recommendation in 2024, is to build your own lead generation business.

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