How to Secure the Amazon Featured Offer for Your Products

Amazon’s marketplace is highly competitive, with numerous sellers leveraging strategies to increase visibility and sales. One way to achieve this is through a secured spot in the Amazon Featured Offer. However, countless sellers are trying to accomplish this position, so understanding how to gain this placement is essential.

What Is the Amazon Featured Offer?

The Amazon Featured Offer — formerly Amazon BuyBox — is a product feature on Amazon’s product pages. The BuyBox feature sits near the “Add to Cart” button as a default selection customers see when they are ready to purchase. This placement can be crucial as customers will likely choose your product over others.

Amazon’s vast marketplace accounts for over 40% of all e-commerce sales in the U.S., so the competition among sellers is fierce. Many offer the same product, making achieving the Featured Offer position challenging. 

Yet, obtaining this placement can make a greater difference in sales and help with brand recognition. With Amazon holding such a substantial share of the e-commerce market, earning the BuyBox can be the key to increasing visibility and reach. 

Securing the Amazon Featured Offer

Achieving the Featured Offer involves strategies that focus on meeting Amazon’s selection criteria. By optimizing certain key factors, you can improve your chances of winning this spot.

1. Achieve a High Feedback Score

Amazon places great value on seller rates, as your score reflects your store’s performance in customer service. A strong feedback score improves your chances of Amazon selecting you for the Featured Offer, making customers more likely to buy. When customers see your product in this part of the page, they feel your brand is trustworthy.

Shoppers are 2.6 times more likely to purchase when they feel confident in you as a seller. Your feedback rating is based on orders from the past year and is even more concentrated on orders from the last three months. To ensure buyers leave good seller ratings, focus on prompt deliveries, quality packaging and accurate product descriptions.

2. Optimize Pricing

Competitive pricing is a key factor Amazon considers when deciding which seller to feature, but it is also crucial for maintaining profitability. Statistics show that 16% of Amazon’s small- to medium-sized businesses operate with a profit margin between 6% and 10%, which can be challenging to sustain. 

To maintain a viable business, aim for a profit margin of 20% or higher. While it is best to keep your prices low, ensure they are at a healthy enough level to maintain a margin. Achieving this balance can still make your product appealing to Amazon and potential buyers.

3. Use Fulfillment by Amazon or Seller-Fulfilled Prime

Amazon highly prioritizes sellers who use its trusted fulfillment services, as they ensure fast shipping and seamless delivery. Fulfillment by Amazon (FBA) takes care of storage, packing and shipping, making it easier for sellers to meet the marketplace’s delivery standards and win the Featured Offer. 

Similarly, Seller Fulfilled Prime (SFP) allows you to ship directly from your warehouse while offering Prime-eligible shipping. Leveraging one of these fulfillment options improves your standing with Amazon and attracts more buyers.

4. Offer Fast Shipping

If you do not use either fulfillment option, offering fast shipping is still critical in securing the Amazon Featured Offer. Shipping speed is a key part of customer satisfaction, and Amazon takes it seriously when selecting which seller’s product should be featured. 

To compete effectively, you must have a streamlined shipping process closely matching Amazon’s fulfillment services. Offering expedited options and consistently meeting delivery promises can boost your seller performance metrics.

5. Keep Stock Levels and Sales Performance Up

Amazon’s algorithm prioritizes sellers who consistently meet customer demand, as stockouts lead to poor customer experience. Keeping your inventory well-stocked ensures your product remains eligible for the Featured Offer. 

Additionally, a steady stream of sales signals to Amazon that your product is popular among buyers, which can further boost your chances of being featured. Maintaining these two aspects of your e-commerce strategy keeps your product competitive and in Amazon’s favor.

Securing the Amazon Featured Offer

The Amazon Featured Offer can greatly improve your store’s visibility and sales potential, but achieving it requires a strategic approach. By consistently focusing on several key strategies, you can secure this coveted spot, reach more customers and drive greater success.