Amazon Seller University – Learn, Sell and Earn on Amazon UK

The featured offer (sometimes called the “Buy Box”) is the place on a product detail page where customers start the purchase process by adding items to their shopping carts. A key feature of Amazon store is that the same product can have multiple offers from multiple Selling Partners. If more than one selling partner offers the same product in new condition, they can compete for the featured offer for that product.

To compete for featured offer placement, you must have a Professional selling partner account and demonstrate a consistently great buying experience for customers. Amazon uses performance-based criteria to determine featured offer eligibility and placement status. Eligible listings that do not win featured offer status are eligible for placement in the “More Buying Choices” box. Amazon does not guarantee placement in either of these locations.