Operator glossary
Featured Offer (the Buy Box)
The default add-to-cart offer on a listing with multiple sellers — won on price, fulfillment quality, and account health, and the number one silent revenue killer when lost.
When several sellers list the same product, Amazon picks one as the Featured Offer — the seller who gets the Add to Cart button. Roughly four-fifths of purchases go through it. Eligibility and rotation weigh landed price against fulfillment speed and reliability, seller metrics, and stock position; FBA or strong Seller-Fulfilled Prime effectively table stakes.
For private-label brands the threat is different: losing the Featured Offer on your own listing usually means a hijacker — a counterfeit or unauthorized reseller undercutting you. That is a Brand Registry takedown and test-buy problem, not a repricing problem. Either way, Featured Offer share is a metric to monitor daily, because it fails silently while your ads keep spending.
The numbers
- Roughly 80%+ of Amazon purchases go through the Featured Offer / Buy Box.
- Inputs Amazon names: landed price competitiveness, fulfillment speed and reliability (FBA or SFP), seller performance metrics, and stock position.
- Eligibility requires a Professional account and healthy metrics; Amazon rotates the offer among eligible sellers rather than fixing it.
Related terms