What Is The Amazon Buy Box?

Your stomach is in your throat again as you check your sales dashboard.

Your product is on Amazon. Customers are looking for it. But sales are not occurring. Why? Because you are not winning the Buy Box. If you do not ace it, competitors can capture up to 82% of sales while your products languish in obscurity.

Every moment you are not winning the Buy Box, you are losing revenue. Your competitors build momentum while you fail in such circumstances.

In this guide, we will explain what the Amazon Buy Box is, how the algorithm works, and some best practices for consistently mastering it. In addition, you will learn what you need to do to be eligible, which factors influence your chances of winning it, and how to increase your Buy Box share on Amazon.

Stop losing sales, and start winning the Buy Box.

What is the Amazon Buy Box?

The Amazon Buy Box is the marketplace or offer section where customers perform most of their purchases.
When multiple sellers offer the same product, Amazon won't display all sellers equally. Instead, it will select one seller to feature at the top of the offer page. This seller has "won" the Buy Box.

The Buy Box is a white box containing the following:

   • Product price
   • Product shipping details
   • Seller name
   • "Add to Cart" Button
   • "Buy Now" Button

When you are on a computer, it is displayed in a box on the right side of the site. When you access the platform on a mobile device, it appears directly under the product images. Other sellers for the same product would be listed under a small "Other Sellers on Amazon" link. Most customers never click on this link.

Amazon uses a complex, constantly changing algorithm to determine who wins the Buy Box. The site refers to the store as the "Featured Offer" in their official communications. However, this is the seller who has won the Buy Box.

At any given time, only one seller can hold the Buy Box title. Still, it can rotate among sellers who meet the criteria to win the Buy Box.

Why is the Amazon Buy Box Important?

Winning the Buy Box separates successful sellers from those that are not.

It's not just about being different. More than 80% of Amazon sales happen through the Buy Box—and more on mobile. If you don't win the Buy Box, your product will be buried under more successful competitors. It means you don't get clicks or sales.

With increasing competition, the Buy Box has now become the primary vehicle for sales and visibility. So, if you want to continue growing your business consistently, you must understand and win the Buy Box. It will help you achieve long-term success on Amazon.

   • Sales Volume Statistics

The statistics speak for themselves: up to 82% of Amazon sales occur within the Buy Box.

On mobile devices, that number is likely much higher. Some experts state that more than 90% of mobile purchases result from customers clicking the Buy Box.

In 2020, Amazon's sales surpassed $502 billion, according to the company's annual report to shareholders. $416 billion of that amount came specifically from sales made via the Buy Box.

If you don't win it, your products will be listed under "Other Sellers" on the listing. Not many customers look at that part when shopping. Hence, your conversion rate drops significantly.

   • Competitive Advantage

The Buy Box is prime real estate on the product page.

Customers have faith in Amazon's algorithm to determine the seller choice. They don't want to lose their time comparing or hassling with difficult decisions. The Buy Box provides a frictionless path to purchase.

When you win, you become the default seller of record. The average shopper clicks your "Add to Cart" button immediately, without comparison shopping.

This advantage compounds. More sales generate better metrics. Better metrics allow you to stay in the Buy Box. It is a self-reinforcing cycle!

Amazon Buy Box Eligibility Criteria

Not every seller can compete for the Buy Box.

Amazon has stringent standards that bar sellers from competing. At the very least, to be eligible to win the Buy Box, you need a Professional Seller account and consistent high-performance metrics. In addition, you will need inventory that is always in stock and in new condition.

The platform will also monitor and track metrics like order defect rate, cancellation rate, and shipping speed. So if you dip in any of those metrics, you're out of the competition. Only sellers or products that meet all of these requirements even get a chance at winning the Buy Box and keeping it.

• Professional Seller Account

You need to have a Professional Seller account to qualify for Buy Box eligibility. An Individual seller account will never win the Buy Box. It costs approximately $39.99 a month.

This monthly subscription fee qualifies you for the Buy Box. It gives you access to bulk listing tools, advertising options, and extensive analytics.

• Performance Metrics Standards

Amazon closely tracks your seller account's performance metrics. You need to make sure you meet specific metric thresholds.

Performance Metrics

   1. Order Defect Rate (ODR): You should be under 1%, which is calculated by factoring in negative feedback, A-to-Z Guarantee claims, and chargebacks.

   2. Pre-fulfilment Cancel Rate: This must remain below 2.5% to maintain eligibility.

   3. Late Shipment Rate: This must remain under 4%. Consistently ship orders to customers within the required ship date window.

   4. Valid Tracking Rate: This metric must remain above 95%. You must provide tracking information for all shipments you send to your customers.

Amazon monitors these metrics. Failing to meet acceptable performance standards will adversely affect your eligibility for the Buy Box.

• Product Criteria

You have to sell a brand-new product to be competitive for a standard Buy Box.

Used items use a separate Buy Box system with different eligibility rules than new items.

Also, your product must be in stock and available for sale for immediate purchase. If your product(s) are out of stock, you cannot be eligible for the Buy Box.

Your product listing must also comply with the platform's policies. This means accurate descriptions, correct categories, and appropriate images.

• Account History

Amazon considers your time and selling experience on the platform.

If you are a new seller, you must deal with a probationary period. It takes longer to build your Buy Box percentage, especially if you're new to Amazon. As it happens, they want to ensure you can be trusted before putting you in the prime position.

The Amazon new seller buy box challenge is all too real. However, even as a new seller, you can win with great metrics.

Established sellers with clean reputations have the upper hand. Month after month and year after year, they have built a track record and earned the platform's algorithm's trust.

How Does The Amazon Buy Box Algorithm Work?

The Amazon Buy Box algorithm uses machine learning and assesses a range of data points.

The platform doesn't advertise the exact formula but safeguards the details of its algorithm. Sellers have noted key patterns through experimentation and observation. The algorithm assesses three main layers:

   • Overall condition of the marketplace

   • Specifics of the current market condition
   • Your seller performance level

Machine learning means the algorithm is always learning. Thus, even what works one month may not apply the next.

The machine's algorithms tend to learn from customer behavior and changes in market conditions. The algorithm assigns different weights to factors. They vary by product category and market conditions.

For example, for time-sensitive products like a birthday card, shipping speed matters more. In contrast, in electronics, other factors override it. It is common for the Amazon Buy Box to rotate among sellers.

When multiple sellers have balanced performance metrics, Amazon routinely rotates the Buy Box among them throughout the day. The algorithm will never consistently favor one seller over another.

Even if you win the Buy Box at any point, you must continue to perform well to maintain that position.

Factors Affecting Amazon Buy Box

Numerous variables, not just price, determine the Buy Box winner. Amazon's algorithm is deliberately designed to consider factors beyond price. It ensures customers receive the best experience. One of the most significant variables to consider is the fulfilment method.

Fulfilled by Amazon (FBA) and Seller-Fulfilled Prime are typically more advantageous than Seller-only shipping. They offer faster or guaranteed shipping times. Shipping speed, shipping cost, and seller metrics factor into the Buy Box winner.

A seller's history and order volume will also positively factor into eligibility for the Buy Box. Therefore, it is critically important for a seller to consider optimization across multiple areas to win the Buy Box legitimately rather than lose on price.

   1. Pricing

Having the Buy Box price on Amazon is extremely important, but not everything!

The algorithm looks for the "landed price." This means not only does it take your product price into account, but also the shipping costs. If you have a lower product price, but high shipping costs, you may lose to someone with a higher product price but with free shipping.

You do not need the lowest price to win. Amazon looks for value overall. One seller can win the Buy Box with slightly higher prices if their metrics are better.

Competitive pricing means your prices are within the range of others'. Price-monitoring tools will show you how your competitors price items in real time.

Amazon factors in when comparing your price to an external website. If your price is not competitive, no matter what, if they feel it's not fair to the consumer, they can suppress the Buy Box altogether!

   2. Fulfillment Method

Having an Amazon FBA Buy Box advantage is significant!

Fulfillment by Amazon (FBA) gives you a significant advantage! FBA provides fast shipping, trusted delivery, and Prime eligibility.

Seller-Fulfilled Prime (SFP) has advantages. However, it also requires you to deliver your product at certain times and adhere to stricter metrics.

FBM can still win the Buy Box. However, you will need your metrics to be excellent & close to the shipping times of FBA methods.

In 2025, Amazon will provide FBM sellers with slightly more opportunities. High-volume sellers with excellent metrics have a better chance than in the past.

   3. Shipping Speed

Shipping speed directly affects whether you are even eligible for the Buy Box.

Amazon utilizes shipping times:

   • 0-2 days (fastest shipping)
   • 3-7 days (standard shipping)
   • 8-13 days (slow shipping)
   • 14+ days (slowest shipping)

The faster you ship your products, the better. If you can provide Prime-eligible shipping times, this can increase your chances even more.

Free shipping also affects your overall eligibility. Customers like sellers who do not charge extra for shipping.

On-time delivery rate has a significant impact on your overall ranking. If your items ship late, this severely harms your metrics relative to sellers who ship on time and win the Buy Box.

   4. Seller Performance Metrics

Your overall account health impacts whether you are eligible.

Amazon closely tracks your Order Defect Rate. You need to minimize negative feedback, claims, and chargebacks as much as possible.

Your response time to customers when they message you is an important stat as well. You must respond to messages quickly and maintain professionalism. Fast response times signal strong seller reliability.

Your return and refund management also improves metrics. Low return percentages and quick refunds will increase your priority.

Your Perfect Order Percentage (POP) combines different account metrics. Perfect Order Percentage includes metrics such as on-time delivery, complete tracking, and your order defect rate. The greater the POP, the greater the chances of winning the Buy Box.

   5. Customer Feedback

Recent reviews are valued more than older reviews.

When a customer leaves feedback, Amazon looks at feedback from the last 30, 90, and 365 days. Positive input in the previous 30 days will improve your Buy Box percentage.

Seller ratings are more important than product reviews. Your overall seller feedback score is part of the algorithm's decision-making process.

The Buy Box algorithm in 2025 will place even greater weight on customer satisfaction. Resolving customer issues quickly increases your score.

Note that both the quantity and the quality of positive feedback count towards your score. Maintaining a consistent 4-5-star rating is your best chance of keeping the Buy Box.

   6. Inventory Levels

Availability of stocked products is essential.

You cannot win the Buy Box if your product is out of stock. Even a temporarily out-of-stock product can decrease your Buy Box percentage.

The Amazon algorithm is biased toward sellers with stock in hand. Stockouts signal to the platform that a seller is unreliable. When this occurs, your Buy Box win rate will decrease.

Use Inventory Management tools to help avoid stockouts. If you utilize warehousing services, set up reorder alerts and always maintain a buffer stock of popular products.

What Is A Good Amazon Buy Box Percentage?

Your Buy Box percentage shows how often you own the Buy Box (or are the Buy Box winner) when a customer views your listings.

Amazon will provide you with two values in Seller Central:

   • Buy Box percentage over the past two days
   • Buy Box percentage over the past 30 days

This calculation divides your Buy Box wins by the total number of page views. For example, if your listing was seen 1,000 times, and you had the Buy Box 800 of those times, your percentage would be 80%.

Good benchmarks vary by category:

   • Stable categories: 70-90% is strong. In less competitive categories, you can consistently be above these percentages.

   • Competitive categories: 30-60% would be satisfactory. In these categories, if many sellers offer the same product with essentially the same metrics, no seller will have a stronghold.

Prime Day and/or other major sales events can impact percentages. During high-traffic events, you can expect to see more Buy Box rotation. Even if you are performing well, your total percentage may drop during high traffic.

When thinking about how to increase your Amazon Buy Box percentage, the best approach is to focus on all algorithmic factors. If you focus on one area and ignore the advantages of the others, you won't achieve the best results.

Buy Box Vs. Featured Offer: What Are The Differences

The terminology of Amazon Buy Box vs. featured offer causes confusion among sellers.

These terms mean the same thing. Amazon officially calls it "featured offer" in Seller Central and some documentation. Still, sellers will frequently call it the "Buy Box".

The term "Buy Box" is an older Amazon terminology that has since shifted. Many older resellers on Seller Central use the "Buy Box" exclusively. However, more recent official messaging will involve "Featured Offer".
Both terms refer to the status of "Add to Cart" and "Buy Now" buttons.

If you see "Featured Offer" in Seller Central, this is the Buy Box. The concept, algorithm, and requirements are the same.

Amazon Buy Box On Mobile: Increasing Importance

Mobile shopping has consistently grown at an alarming rate.

81% of all mobile shopping happens via the Buy Box. This is higher than a standard percentage on desktops.
Handheld screens display little information, and the Buy Box is clearly below the product images. Other sellers will be far below this box.

Most mobile users will never scroll down to "Other Sellers," making the Buy Box all the more critical on mobile devices!

Mobile shoppers want to buy quickly and easily. The Buy Box delivers on that. With a single tap, your item is placed in the cart.

Here are a few tips to optimize your listings for mobile consumers:

   • Price the products competitively and win the Buy Box
   • Become an FBA seller for Prime eligibility
   • Maintain perfect performance metrics
   • Stay in stock without issue

Process Of Dealing With Amazon Buy Box Seller Competition

The Amazon Buy Box dealer competition is fierce in most categories.

Typically, multiple sellers offer the same product. Thus, it puts you in direct competition with them for the Buy Box.

If you understand the competitive landscape, you can better establish strategies.

   1. Analyze the competition: Use Amazon's tools to identify which seller wins the Buy Box most frequently. Analyze their pricing, fulfillment methods, and seller ratings.

   2. Monitor price movements: Competitors are constantly changing their pricing. Utilize a repricing tool to follow suit automatically.

   3. Maintain an advantage: Little advantages add up quickly. If your account has better metrics than competitors, you need to offer slightly lower pricing to win the Buy Box.

   4. When to stay out of it: Sometimes, it may be better to relinquish the Buy Box for the time being. If the competition is pricing products below your costs, maintain your margin and allow them time to raise pricing again.

   5. Handle unauthorized sellers: If unauthorized sellers damage your brand, use Amazon's Brand Registry tools. Report the issue and protect your intellectual property.

In competitive categories, no one seller has all of the Buy Box wins. The more dissimilar or similar the seller metrics are, the greater the rotation among the Buy Box winners. Decide you will not win the Buy Box 100% of the time.

Tools And Resources To Win The Buy Box

Technology levels the competitive playing field. With so many factors to consider, it is nearly impossible to manually track them all, especially across a broad product portfolio.

Using appropriate data tools makes it easier for sellers to see real-time competitive market trends, pricing, and inventory levels. It enables them to make faster, smarter decisions. For example, with repricing software, a seller can monitor and automatically reprice based on competitor rates, without jeopardizing margins.

Sellers can also leverage tools to assist with inventory management and order processing. They will help sustain shipments and distribution and avoid lost sales and performance metrics due to stockouts. Technology simplifies and streamlines complex, difficult, and time-consuming processes for sellers. It allows them to win and maintain Buy Box eligibility on Amazon.

   1. Seller Central Dashboards: Amazon provides each seller with their own analytics. Examine your Buy Box % and account health, along with order performance metrics.

   2. Automate Pricing Tool from Amazon: The platform offers basic automated repricing. Use this tool to adjust your pricing based on competition.

   3. Third-Party Repricing Software: Advanced repricing software uses more sophisticated algorithms. Their tools will optimize and reposition prices to win on profit and win the Buy Box.

   4. Inventory Management Software: A good inventory management tool that forecasts demand and identifies stockouts will help you consistently meet the requirements to win the Buy Box.

   5. Order Management System: Order platforms eliminate manual order fulfillment processes. Also, they improve on-time metrics to reduce late shipments.

   6. Review Management Software: Systems that let you request and monitor customer reviews make reputation management more effortless.

Pick programs based on your volume and budget. Start with your built-in features on Seller Central. You should grow and add additional 3rd-party programs as well.

Dotcom Reps – Your Amazon Business Simplified

The Amazon Buy Box represents 82% of Amazon's sales.

Winning the Buy Box means' competing in price, performance metrics, shipping speed, and customer satisfaction all at once. Check your Buy Box % daily and adjust your pricing accordingly.

These recommendations apply to both new and established sellers. Suppose that feels like too much for one person. In that case, there is a benefit in growing your Amazon business with agency-level support and executing dominating strategies.

So, you're ready to win the Amazon Buy Box and grow your sales?

Partner with Dotcom Reps and use our experience to run your Amazon Account and win the Buy Box consistently. Our proven, data-driven strategies will improve pricing, performance, and inventory, keeping your Amazon account in a strong competitive position.

Contact us for a free consultation.

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