What Is Featured Offer Percentage?
The Featured Offer Percentage shows how often your offer appeared as the Featured Offer when customers viewed the products you sell.
The Featured Offer, commonly referred to by sellers as the Buy Box, is the offer displayed prominently on an Amazon product detail page where customers can quickly add an item to their cart or purchase it.
Amazon calculates Featured Offer Percentage using the page views where your offer was the Featured Offer compared with the total page views received by the active products you list.
Why Is Featured Offer Percentage Important?
A higher percentage generally means your offer is being presented more frequently as the primary purchasing option.
However, having a low percentage does not necessarily mean there is a problem with your account. Multiple sellers can compete for the Featured Offer, and Amazon considers factors such as:
Competitive pricing
Delivery speed
Seller performance
Inventory availability
Overall customer experience
Amazon does not guarantee Featured Offer placement.
Where Can You Find It?
In Seller Central, you can review the metric through Business Reports, including the Detail Page Sales and Traffic report. The information can be reviewed by date or ASIN.
Important 2026 Change
Starting in July 2026, Amazon began gradually removing seller-level eligibility requirements for the Featured Offer across its stores, with the rollout expected to finish by the end of 2026.
Amazon says this does not change how it selects the Featured Offer. Offers will continue to be evaluated based on factors important to customers, including competitive pricing, delivery speed, and performance.