What is the Buy Box on Amazon?

The Amazon Buy Box is a feature on Amazon’s product detail pages that allows customers to add items to their shopping cart quickly. It prominently displays the seller offering the product, usually at the best price and delivery options. This makes buying easier and faster for customers.

The Buy Box is crucial for Amazon sellers as it significantly increases the likelihood of making a sale.

However, earning this position is competitive and requires maintaining high-performance metrics.

To be considered for the Buy Box, your products must be competitively priced, including shipping costs, and you must have a good seller performance history. Amazon’s algorithm takes several factors into account, including your order defect rate, cancellation rate, and late shipment rate, alongside fulfillment methods and customer feedback.

Excelling in these areas improves your chances of not just showing up in the Buy Box, but also staying there.

Understanding how to consistently win the Buy Box involves monitoring your performance metrics closely and ensuring your products remain attractive to both Amazon’s algorithm and potential customers.

By doing so, you can increase your conversion rates and build a successful, thriving presence on one of the world’s largest eCommerce platforms.

Understanding the Amazon Buy Box

The Amazon Buy Box is a feature that significantly influences how you buy and sell on the Amazon platform, focusing on customer trust, visibility, and sales conversion.

Buy Box overview

The Buy Box is a white box on the right side of the Amazon product detail page, where customers can start their purchasing process either by adding items to their shopping carts or by using the Buy Now option.

example of the amazon buy box

It’s important because it directly affects your visibility to potential customers.

When multiple sellers offer the same product, only one wins the Buy Box, and your chances of making a sale increase significantly if you’re the chosen seller.

Importance for sellers

Winning the Buy Box is crucial for sellers on Amazon.

It enhances your trust and visibility, leading to a higher sales conversion rate. When Amazon selects your listing for the Buy Box, it implicitly endorses your offer as competitive and trustworthy, often resulting in a better customer service experience for buyers.

Buy box eligibility criteria

To be eligible for the Buy Box, you must meet specific eligibility criteria that Amazon sets. These criteria are based on an algorithm that evaluates factors including, but not limited to:

  • Pricing: Your product’s price should be competitive, including shipping costs.
  • Customer Service: A strong track record in customer service is vital, as Amazon favors sellers who provide an excellent shopping experience.
  • Performance Metrics: These cover a range of seller activities such as order defect rate, cancellation rate, and late shipment rate.

To check your current eligibility, you can visit the “Inventory” tab in your Seller Central account and look for the “Buy Box Eligible” status.

It’s a competitive aspect of Amazon where high performance and consistency are your best assets.

Optimizing for the Buy Box

To secure the Buy Box on Amazon, your strategy should focus on competitive pricing, impeccable seller performance, and robust inventory management.

These factors are pivotal in Amazon’s consideration for which seller is featured in the Buy Box.


The battle for the Buy Box is far more important for resellers than it is for private label sellers or brand owners.

Brand owners on Amazon can register for Brand Registry and Transparency which restricts other sellers from selling on your product’s listing.

1. Competitive pricing strategy

Optimize your price, but keep it within a range that maintains your profit margins.

Regularly monitor competitor prices and adjust yours accordingly to stay competitive. You can use automated repricing tools that adjust your prices in real time based on the current market conditions.

  • Monitor prices: Consistently check competitors’ pricing.
  • Automated repricing: Employ Amazon seller tools to adjust your price instantly.

2. Improving seller performance metrics

Your performance metrics are a testament to your reliability as a seller. Maintain a low order defect rate, ship orders promptly, and ensure your customers are satisfied.

  • Order defect rate: Keep this below 1% to stay in Amazon’s good graces.
  • Shipping time: Faster shipping can give you an edge in winning the Buy Box.

3. Inventory and fulfillment management

Use Fulfillment by Amazon (FBA) if possible, as it often leads to better Buy Box shares due to Amazon’s confidence in its own fulfillment system. Inventory levels should be healthy; running out of stock can hurt your chances. Keep your stock levels adequate to meet demand.

  • FBA: Using Amazon’s fulfillment can improve your chances.
  • Product condition: New items are more likely to win the Buy Box.
  • Stock levels: Maintain sufficient inventory to avoid stockouts.

Buy Box tips for brand owners

As a brand owner, you should face far less Buy Box issues than a reseller.

That said, there are some things to be aware of to make sure you satisfy the Amazon Buy Box algorithm as much as possible.

1. Raise prices gradually

Raising prices quickly is one of the most common reasons brand owners lose the Buy Box.

So, if you have been running a discounted price, make sure you increase back to your optimal price with small increases with at least a few hours in between each price change.

For example, if you have been selling at $20 instead of your usual $35 price point, try raising your price by $3 every few hours.

2. Utilize Brand Registry and Transparency

Brand owners with a registered trademark can join the Brand Registry program to be able to submit intellectual property claims when another seller is selling counterfeit versions of their product (and potentially winning the Buy Box).

To take things one step further, you can enroll individual ASINs in the Transparency program and label each unit with a unique barcode.

This means that no seller can sell on your listing unless the product has a Transparency barcode and, therefore, could have only been bought from you.

3. Watch out for Warehouse Deals

If your Amazon Buy Box percentage is lower than expected, check to see if Amazon is selling any of your returned items under their Warehouse Deals.

There’s not much you can do about this (and your products should still win the Buy Box most of the time), but it’s worth keeping in mind.

Impact of FBA on Buy Box success

When you use Fulfillment by Amazon (FBA), you’re leveraging Amazon’s vast logistics network to increase your chances of winning the Buy Box. FBA can simplify your fulfillment process and improve customer experience, which are critical factors in Buy Box algorithms.

Fulfillment by Amazon advantages

Fulfillment by Amazon (FBA) means that Amazon handles the storage, packing, and shipping of your products. This can drastically improve your customer experience due to Amazon’s renowned efficiency and customer service.

  • Shipping: As an FBA seller, your products are eligible for Amazon Prime, ensuring fast and reliable shipping. This is a huge advantage as Prime products often lead the pack for the Buy Box.
  • Customer Experience: With FBA, Amazon takes care of customer service and returns, which are measured performance metrics for the Buy Box. A smooth experience can contribute positively to your seller reputation.
  • Add to Cart: Products fulfilled by Amazon appear more trustworthy to customers, making them more likely to click ‘Add to Cart’, directly affecting your Buy Box win rate.

Seller Fulfilled Prime

Seller Fulfilled Prime lets you display the Prime badge while fulfilling orders from your own warehouse, offering a similar advantage to FBA in terms of Buy Box eligibility.

  • Prime: You are responsible for delivering the Prime-level shipping speed and customer service, which requires a robust fulfillment system on your end.
  • Fulfillment: Meeting Amazon’s rigorous requirements can be challenging, but it puts you in control of your shipping costs and logistics.
  • Customer Experience: Maintaining high standards can boost your seller metrics, vital for Buy Box eligibility, as positive customer feedback directly impacts your performance metrics.

Product details and Buy Box implications

When browsing on Amazon, the Buy Box is a key determinant in a customer’s purchasing process.

It prominently features options like “Add to Cart” and “Buy Now,” and winning this spot can lead to increased sales.

Let’s explore how optimizing your product listings and garnering positive customer feedback can impact your Buy Box eligibility and performance.

Optimizing product listings

To optimize your product listings, ensure your product detail page includes clear, high-resolution images and a detailed description.

This offers potential customers a thorough view of what they are purchasing. The product price should be competitive yet profitable.

Correctly categorizing your product and keeping your listings updated with the latest information can increase the chances of your product appearing in the Buy Box.

  • Images: Provide multiple high-resolution photos from different angles.
  • Description: Write a detailed, clear, and concise account of your product’s features.
  • Price: Keep your price competitive to stand out in the marketplace.

Read More: The ultimate guide to Amazon listing optimization

Importance of customer feedback

Positive customer feedback significantly influences your Buy Box placement.

High ratings and positive reviews can improve your seller reputation, which in turn can increase your Buy Box percentage share. Make it a priority to provide excellent customer service to ensure satisfaction and prompt positive reviews.

  • Seller Feedback: Aim for high ratings and resolve any negative feedback swiftly.
  • Product Condition: Always accurately list the condition of your product to avoid customer dissatisfaction.

Frequently Asked Questions

Navigating the Buy Box on Amazon can be complex, and there’s no one-size-fits-all answer about winning it. Below, find some of the most commonly asked questions to help you understand the process better.

A new seller can become eligible for the Amazon Buy Box by ensuring their seller account is in good standing, offering competitive pricing, maintaining adequate stock levels, and providing an exceptional customer experience.

To increase your chances of winning the Buy Box, focus on competitive pricing, high performance metrics, reliable fulfillment, and positive customer feedback. Also, make use of Amazon’s fulfillment services, as products fulfilled by Amazon tend to be favored for the Buy Box.

The Buy Box price is influenced by several factors including your pricing compared to other sellers, your delivery costs and times, as well as the overall customer service you provide. Amazon aims to give the Buy Box to offers that provide the best value and customer experience.

Your Buy Box winning percentage is determined by how often your offer is displayed as the Buy Box selection for a particular ASIN compared to other qualifying sellers. This metric accounts for your pricing, customer service record, fulfillment method, and other performance factors.

The Buy Box might be removed from a listing if the item becomes unavailable, if there are significant pricing concerns, or if there are issues with the sellers’ performance metrics. It can also be removed if Amazon notices any activity that goes against its policies.

Yes, multiple sellers can share the Buy Box. Amazon rotates the Buy Box among eligible sellers based on certain factors. This ensures each seller has a chance at the Buy Box, depending on their performance metrics and competitiveness. The rotation happens automatically and can change throughout the day.

No, Amazon does not always get the Buy Box. While it’s true that Amazon, as the marketplace owner, may have certain advantages, the Buy Box is awarded based on Amazon’s algorithm, which considers factors such as price, availability, shipping options, and seller performance metrics. Both Amazon and third-party sellers can win the Buy Box if they meet or exceed these criteria.

Not necessarily. While price is a significant factor in determining who wins the Buy Box, it is not the only one. Amazon’s algorithm also takes into account other factors such as shipping speed, seller rating, and customer service. This means that sometimes, the Buy Box may go to a slightly higher-priced offer if that seller provides better service or faster shipping.

To check if you have the Buy Box, you can go to your Amazon Seller Central account and look at your inventory or product detail page. If you have the Buy Box, you’ll see a message stating that you are currently winning the Buy Box. Sales data can also indicate if you have the Buy Box, as winning it typically leads to an increase in sales for that listing.

A “good” Buy Box percentage can vary depending on the competitiveness of your product category and the number of sellers. However, a general benchmark for a healthy Buy Box percentage is around 70% or higher. This means that for 70% of the time, when buyers view the product listing, your offer is the one in the Buy Box. It’s important to monitor this metric regularly and work on improving factors such as price, shipping, and seller performance to maintain or increase your Buy Box share.


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