Announcement reposted from Amazon Europe:
Following the agreement reached recently with the Competition and Markets Authority, which covers the Amazon store in the UK, we will update the Featured Offer criteria in May 2024 for the UK store.
As we strive to show our customers the best Featured Offer on the product detail page, we’ll continue to ensure that the criteria used to determine the Featured Offer are non-discriminatory and treat sellers and Amazon retail equally. Eligibility for Prime and the Prime badge won’t be a criterion when determining the Featured Offer. Prime will continue to offer free and fast delivery which are factors that customers value and therefore are relevant in determining the Featured Offer.