The Buy Box is one of the most coveted positions on Amazon. With over 82% of sales coming through this feature – and even higher percentages on mobile – it’s no wonder that every seller strives to win it.
Successfully securing the Buy Box can dramatically boost your sales, visibility, and customer trust.
In this guide, we’ll explain what it is, how it works, and actionable steps you can take to win it consistently.
What is the Amazon Buy Box?
The Buy Box is the white section on the right-hand side of an Amazon product page containing the “Add to Cart” and “Buy Now” buttons.
It allows customers to purchase products quickly without searching through multiple sellers offering the same item.
When a customer clicks one of these buttons, they buy the product from the current Buy Box winner. Amazon uses an algorithm to determine which seller wins this position.
The Buy Box rotates between eligible sellers based on various factors like price, shipping speed, and seller performance.
If you’re not in the Buy Box, your listing is still visible—but only in the “Other Sellers” section, which requires customers to scroll further down the page.
Unsurprisingly, most customers purchase from the Buy Box winner because it’s easier and more visible.
Why is the Buy Box Important to Amazon Sellers?
1. Increases Sales
A significant majority of Amazon sales happen through the Buy Box. If you’re not in it, you’re losing potential revenue to competitors.
This is particularly important for converting mobile shoppers – mobile users have to scroll far down the page and click to view and access ‘Other Sellers on Amazon’. This friction can cause users to bounce away.
2. Enables Sponsored Ads
Winning the Buy Box is a prerequisite for running Sponsored Products ads. Without it, you won’t be able to advertise effectively.
3. Builds Trust
The Buy Box signals to customers that you’re a trusted seller who meets Amazon’s high standards for pricing, fulfillment, and customer service.
How the Buy Box Works
- Fulfillment Method: Sellers using Fulfillment by Amazon (FBA) often get priority because Amazon handles shipping and customer service
- Price: Amazon favors competitive pricing, including shipping costs (landed price)
- Shipping Speed: Fast delivery, especially Prime eligibility, boosts your chances
- Seller Performance Metrics: High ratings and low defect rates play a significant role
Winning the Buy Box isn’t a one-time achievement. It’s a constant competition, and the winner can rotate frequently based on changes in performance or pricing.
How to Be Eligible for the Buy Box
Before competing for the Buy Box, sellers must meet Amazon’s eligibility criteria.
Eligibility Requirements
- Professional Seller Account: Only sellers subscribed to the Professional Selling Plan can qualify
- New Product Listings: Used items have a separate Buy Box and compete only with other used items
- Stock Availability: Products must be in stock to be eligible, and the seller should maintain consistent levels of stock
- Good Seller Metrics: Maintain a low defect rate, high feedback rating, and fast response times
- Proven Track Record: Sellers who’ve been on Amazon for a long time are more likely to win the Buy Box. Amazon’s algorithm favors sellers who have a proven track record of sales that are rated highly by customers
How to Check Your Eligibility
- Log in to Seller Central and go to Manage Inventory
- Under Preferences, enable the “Buy Box Eligible” column to view your eligibility status for each product.
How to Win the Amazon Buy Box
Once you’re eligible, the next step is to optimize your strategy to win the Buy Box more frequently.
1. Use the Right Fulfillment Method
- Fulfillment by Amazon (FBA): FBA sellers are more likely to win the Buy Box because Amazon prioritizes fast and reliable shipping
- Seller Fulfilled Prime (SFP): For sellers managing their own logistics, SFP offers an alternative path to Prime eligibility
FBA provides an edge for new sellers because Amazon handles fulfillment and guarantees customer satisfaction, boosting your metrics.
2. Offer Competitive Pricing
- Manual Pricing: Adjust prices yourself based on competitor activity
- Rule-Based Repricing: Automate adjustments to stay slightly below competitors
- Algorithmic Repricing: Use software to dynamically optimize prices based on multiple factors like demand and profitability
Avoid pricing wars that could erode your margins, but stay competitive enough to remain in contention for the Buy Box.
3. Maintain High Inventory Levels
- Use inventory management tools, including Amazon’s Inventory Performance Index, to monitor stock levels
- Plan for peak sales periods and replenish inventory proactively
Keep sufficient stock of your best-selling products to handle sudden surges in demand
4. Optimize Your Seller Metrics
Your performance metrics significantly influence your Buy Box chances. Focus on the following areas:
- Order Defect Rate (ODR): Keep this below 1% by minimizing returns, cancellations, and negative feedback
- On-Time Delivery Rate: Aim for a rate of 97% or higher
- Valid Tracking Rate: Use verified carriers and ensure tracking information is accurate
- Customer Response Time: Answer all inquiries within 24 hours
5. Provide Excellent Customer Service
- Resolve customer issues promptly to avoid disputes or negative reviews
- Encourage satisfied customers to leave positive feedback using Amazon’s automated request feature
How to Optimize Your Pricing to Win the Buy Box
Pricing is one of the easiest factors to control and optimize for Buy Box success.
Landed Price
Amazon prioritizes sellers offering the lowest landed price, which includes the product cost and shipping fees. To optimize your pricing:
- Monitor competitor prices regularly
- Factor in your profit margins and avoid going too low to sustain profitability
Repricing Strategies
- Manual Repricing: Effective for sellers with a small inventory but time-intensive
- Rule-Based Repricing: Set rules to adjust prices based on competitor pricing
- Algorithmic Repricing: Use AI-driven tools to find the ideal balance between price competitiveness and profitability
Your Amazon Strategy
Winning the Buy Box on Amazon is essential for driving sales and staying competitive. By optimizing your fulfillment method, pricing, inventory, and seller metrics, you can significantly increase your chances of winning this valuable position.
Regularly review your performance in Seller Central and make adjustments as needed to stay ahead in the Buy Box race. Follow these strategies, and you’ll be well on your way to growing your Amazon business!
For more information or help improving your performance on Amazon, get in touch with our team.
Amazon Buy Box FAQs
What is the Amazon Buy Box?
The Buy Box is the section on an Amazon product page where customers can add items to their cart or purchase instantly. It’s awarded to one seller at a time based on Amazon’s algorithm.
Why Can’t I Win the Buy Box?
You may not be eligible or may be losing out due to poor metrics, high pricing, or insufficient inventory levels.
Does Amazon Always Win the Buy Box?
No, Amazon competes for the Buy Box like any other seller. If your metrics and pricing are strong, you can win over Amazon.
What Happens if the Buy Box Is Suppressed?
When the Buy Box is suppressed, customers must compare sellers manually. This often happens when all sellers fail to meet Amazon’s standards.
How Can I Check My Buy Box Percentage?
In Seller Central, go to Reports > Detail Page Sales and Traffic by Child Item to view your Buy Box percentage for each product.
Why Isn’t There a Buy Box for My Product?
Sometimes, the Buy Box is suppressed. This happens when no seller meets Amazon’s standards for that product. Common reasons include:
- Dramatic price fluctuations
- High defect rates or customer complaints
- Pricing inconsistencies across platforms
To avoid this, ensure your metrics, pricing, and inventory are consistently optimized.