LFO

Lost Featured Offer (LFO) is Amazon’s next-generation version of the Lost Buy Box (LBB) metric. It measures the percentage of time a seller’s or vendor’s offer was not the primary Featured Offer - meaning customers saw another seller's offer, or no Featured Offer at all (in cases of Buy Box suppression).

This metric provides a more precise and modern view of product visibility and offer competitiveness, and it's expected to replace LBB in Amazon analytics dashboards such as Brand Analytics and Retail Analytics.

LFO can result from:

• Being undercut on price by another seller
• Poor fulfilment method (e.g., FBM vs. FBA/SFP)
• Low account health or customer experience metrics
• Buy Box suppression due to pricing policy violations

Why LFO matters:

• Directly impacts sales velocity and traffic
• A high LFO % means you’re missing out on valuable visibility
• Helps sellers prioritize price competitiveness, inventory availability, and fulfilment method improvements

💡 Example: A seller notices their LFO rate is 45% on a best-selling item - meaning they were not the Featured Offer nearly half the time, significantly hurting conversions.

In short:
LFO (Lost Featured Offer) is Amazon’s evolving metric that tracks how often your product offer loses the primary sales position - making it a critical signal for offer competitiveness and future sales performance.