Overview

Amazon recently resolved a miscalculation in the Featured Offer percentage metric that appears in Seller Central’s Business Reports. The error caused the win‑rate for the Featured Offer (formerly known as the Buy Box) to be reported lower than the actual performance for many ASINs. The correction went live this week, meaning sellers will now see higher percentages for affected listings. Because the Featured Offer drives the bulk of Amazon sales, understanding the revised numbers is essential for pricing, advertising, and inventory decisions.

Key Points

• Bug identified and fixed — Amazon’s engineering team discovered a formula error that under‑counted page views where a seller’s offer held the Featured Offer spot.
• Win‑rate numbers can rise — Early checks show some ASINs jumping from the low‑30 % range to the mid‑40 % range after the fix.
• Historical reports were understated — Data generated before the patch did not reflect true Featured Offer performance, potentially skewing past analyses.
• No manual update required — The correction was applied on Amazon’s servers; sellers do not need to adjust settings or reinstall tools.
• Repricing tools may have over‑reacted — Automated pricing software that used the flawed metric could have set prices more aggressively than necessary.
• Opportunity to revisit strategy — The new figures give sellers a chance to re‑evaluate pricing, ad spend, and promotional budgets for the affected products.

What's Changing

1. Metric calculation — The revised formula now counts every page view in which the seller’s SKU appears as the primary “Add to Cart” button, divided by total page views for the ASIN.

   • Example: An ASIN that logged 10,000 page views and 3,200 Featured Offer impressions will now display a 32 % win‑rate instead of the previously shown 24 %.

2. Data refresh — Business Reports automatically pull the corrected percentages for all dates, including past periods.