I notice that some shops fave their featured section first, and other their products first.
 
What am I missing? How do I get my featured section first?

What Lynn said ... but don't forget to click SAVE lower on the page.
 
Many shoppers come to buy Holidays cards (like Easter), so having your best cards for that holiday located in a  "Featured" area high on the page will tempt them to buy right away rather than search, scroll, or browse around for your Easter cards (for instance).  
 
I have found that Featured cards do sell better.  They also get clicked more which increases their overall popularity in their category.  Show your best and most applicable ones and sales will result!  

I'm set up a bit different.  I use my "featured cards" for my choice of cards in my off-site widget, so I choose 25 of my favorites and/or ones relevant to upcoming holidays/dates.  I put my "featured" section BELOW my main store section - to tempt folks to stay longer who might be thinking of exiting the page instead of browsing further.  Just a little different psychology ...