Sales on Amazon
Easier access to the Featured Offer, express FBM in the UK, and the end of shared logins. Are you ready for the changes?
15 Jul 2026
Last updated:
Amazon is introducing three updates for sellers in the EU and the UK. The changes concern the Featured Offer, FBM order fulfilment in the UK, and account access security. What will change and what will be the impact?
Table of Contents:
Amazon removes threshold for Featured Offer
FBM in the UK might get a stronger position
Account access also needs sorting out
A single policy change is not enough to improve results
Summary
FAQ - Frequently Asked Questions
Amazon removes threshold for Featured Offer
From 20 July 2026, more sellers in the EU and the UK will be able to enter the competition for the Featured Offer. Amazon is removing the separate seller qualification stage, which is currently based on performance criteria.
This is good news, but it does not mean easier selling.
Amazon is not changing the rules for choosing the Featured Offer. It will still look at what matters to the buyer: competitive pricing, delivery speed, and performance. In other words, part of the formal filter is disappearing, but the offer itself still has to win on quality, price, and service.
For sellers, this is a good moment to check not only the visibility of their offers, but the entire balance sheet. If more offers enter the comparison after 20 July, pressure on price and delivery could increase. And then, without a well-calculated margin, it is easy to generate sales that look good in reports but leave no profit.
Learn more: Hidden costs of Amazon
First of all, it is worth reviewing ASINs that previously did not qualify for the Featured Offer or rarely won this position. You need to assess whether they stand a realistic chance of competing on price, delivery time, and the stability of order fulfilment. The change on Amazon's part alone will not be enough if the product falls behind in these three areas.
Check out: What comprehensive Amazon sales management looks like.
FBM in the UK might get a stronger position
The second change concerns the UK market. Amazon has made FBM Ship+ available for standard shipping of seller-fulfilled orders in the UK.
The programme allows FBM offers to be upgraded to next-day delivery. For sellers fulfilling orders themselves, this can be significant, as delivery speed remains one of the factors evaluated when choosing the Featured Offer.
Amazon points out that according to a UK study, shortening delivery by 2 days can translate to a 16% increase in sales on average. This is not a guarantee of results on every account, but a clear signal: the customer reacts to shorter waiting times.
In the FBM model, the seller maintains more control over inventory and shipping, but often competes with offers that are stronger logistically. Next-day delivery can reduce this difference, provided the warehouse is actually able to operate at such a pace.
Amazon is also forecasting a cashback to help cover the cost of faster shipping:
£0.30 per large letter package,
£0.20 per parcel,
an additional £0.10 for business orders sent via DPD or Amazon Shipping, if delivery takes place during business hours.
Sellers can use Amazon Buy Shipping and rates from Royal Mail, DPD, Amazon Shipping, and Evri. They can also use their own rates. Both options allow them to receive cashback.
Caution is advised here. Cashback reduces the cost of shipping, but it does not replace profitability calculations. Before implementing FBM Ship+, you need to calculate P&L per SKU, taking into account the cost of shipping, packaging, warehouse labour, cut-off times, returns, and error handling.
It makes the most sense for products with predictable delivery costs, stable stock, simple picking, and a margin that can withstand faster fulfilment. For low-margin SKUs, an increase in order volume may not translate into a better financial result.
Amazon is also providing protection for selected metrics. If a seller dispatches an order on time, a delayed delivery will not lower the on-time delivery rate. A-to-z Guarantee claims related to delivery will also not affect the order defect rate.
The condition is clear: the order must be shipped on time. Therefore, FBM Ship+ should be treated not just as a simple change in delivery settings, but as a test of operational readiness. Without inventory control, an efficient warehouse, and well-configured cut-off hours, fast delivery can become a source of problems rather than an advantage.
Account access also needs sorting out
The third update concerns logging in. Amazon is introducing passkeys as a faster and more secure way to access accounts. Passkeys are linked to the device and password manager, thereby aiming to increase resistance to phishing.
The most important element for businesses working in teams: Amazon does not support sharing a single login among multiple people. Every user who needs access to the account should be added as a secondary user and use their own passkey.
This is a change that may require a review of how you work in Seller Central.
A new user is added via Settings and User Permissions. Once the details are completed, the person receives an invitation. The secondary user must use a new email address that has not been used before on any Amazon account. Once registered, they can create a passkey and log in independently. If someone is already a secondary user, they can immediately create and use a passkey.
It is worth checking who currently has access to Seller Central, whether each person is working on their own user account, whether permissions match their actual role, and whether former employees or partners still have access to the account.
Special attention should be paid to access to payments, advertising, reports, inventory, and settings. These are areas where an accidental change can quickly translate into sales, costs, or account security issues.
A shared login may seem convenient, but it makes accountability difficult to control. Separate user accounts allow for better access management and make it quicker to establish who performed a specific action.
A single policy change is not enough to improve results
These three updates cover different areas, but their impact is shared: Amazon is giving sellers more opportunities while maintaining high standards for listings and
What is worth doing now?
First of all, analyse ASINs for their chances of winning the Featured Offer after 20 July 2026. Next, check the profitability of FBM products in the UK before implementing next-day delivery. Finally, tidy up User Permissions.
Summary
Amazon is opening up new opportunities for sellers, but it is not changing the fundamental principles of successful selling. Increased availability of the Featured Offer, faster FBM order fulfilment in the UK, and more secure logins to Seller Central can improve sales results, but only if the account is properly prepared.
Before implementing new features, it is worth analysing product profitability, verifying logistics processes, and sorting out access to the account. It is precisely the combination of a well-calculated margin, efficient operations, and high-quality service that allows you to turn Amazon's changes into a competitive advantage, rather than treating them solely as another platform update.
If you want to check if your account is prepared for the described changes and which products have the greatest potential after their implementation, contact us.
FAQ - Frequently Asked Questions
What is the Featured Offer on Amazon?
The Featured Offer is the highlighted listing on an Amazon product details page that has the highest chance of winning a sale. Amazon selects it based on multiple factors, including price, delivery speed, customer service quality, and seller performance metrics.
What is changing in the Featured Offer rules from 20 July 2026?
Amazon is removing the pre-qualification stage for sellers to compete for the Featured Offer in EU countries and the UK. More offers will be able to participate in the selection process, but the final decision will still depend on price competitiveness, service quality, and delivery speed.
Does removing the qualification threshold mean it will be easier to win the Featured Offer?
No. The change increases the number of listings competing, but Amazon will still choose the offer that best meets the customer's needs. Price, delivery timeline, and fulfilment quality remain crucial.
What is FBM Ship+ on Amazon UK?
FBM Ship+ is an Amazon programme enabling sellers who fulfil orders under the FBM model to offer next-day delivery in the UK market. The programme aims to increase the competitiveness of FBM listings compared to products fulfilled by Amazon.
Can FBM Ship+ increase sales?
Faster delivery can positively impact conversion rates and the likelihood of winning the Featured Offer. However, before implementing the programme, it is worth analysing the full profitability of the product and ensuring that the warehouse is prepared to fulfil orders within a shorter timeframe.
Does cashback in FBM Ship+ mean lower selling costs?
Cashback can partially reduce shipping costs, but it does not replace a comprehensive cost analysis. Calculations should also include packaging, warehouse labor, returns handling, and other operational costs related to order fulfilment.
What are passkeys in Seller Central?
Passkeys are a modern login method that does not require using a traditional password. Account access is confirmed using the user's device, e.g., with a fingerprint, facial recognition, or a PIN code, which increases login security.
Why is Amazon moving away from shared logins?
Amazon recommends that every person using Seller Central has their own user account (secondary user) and their own passkey. This solution increases security, simplifies permissions management, and allows you to determine exactly who performed specific actions on the account.
How do I add a new user to Seller Central?
A new user can be added in Seller Central by going to Settings → User Permissions. After sending the invitation, the user creates their own access to the account and can set up their login using a passkey.
What should be checked after the changes in Seller Central?
It is worth verifying who has access to the account, whether all users are utilizing their own logins, whether permissions match their scope of duties, and whether inactive employees or partners have retained access to the account.
How do I prepare an Amazon account for the new changes?
It is best to start by analysing products in terms of their chances for the Featured Offer, assessing the profitability of implementing FBM Ship+, and sorting out access to Seller Central. Thanks to this, the new features can realistically increase sales competitiveness without compromising profitability or account security.
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