What the Buy Box is
On Amazon, several sellers can offer the same product on a single listing. The Buy Box (called the “Featured Offer” in Amazon's terms) is the box on the right with the price and the buy buttons. The seller who holds it is the one who makes the sale when the customer clicks “Add to Basket”.
The other sellers appear under “Other sellers”, a link few customers open. That's why winning the Buy Box is the condition for selling products where there's competition.
How Amazon decides who wins it
Amazon doesn't publish the formula, but it does publish the factors it takes into account. They all point to the same thing: giving the customer the best buying experience.
- Total price: product price plus shipping.
- Shipping method: FBA and Prime usually have an advantage.
- Delivery time: the faster, the better.
- Available stock: no units, no Buy Box.
- Seller metrics: order defects, late shipments, cancellations and ratings.
- A professional seller account in good standing.
If you're the brand: protect your listing
For a brand, the problem isn't usually competing with other sellers, but unauthorised resellers winning the Buy Box on its own products with prices below its commercial policy.
Amazon Brand Registry gives control over listing content and tools to report infringements. Combined with a clear distribution policy and good price control across all channels, it's the way to make the Buy Box yours.
How to win it and keep it
Winning the Buy Box once is easy by lowering the price; keeping it profitably is the hard part. What works is a combination of logistics, stock and monitored pricing.
- Move your most competitive products to FBA, or use Seller Fulfilled Prime if you meet its requirements.
- Watch stock so you never run out of your key products.
- Look after account metrics every week, not when a warning arrives.
- Use automated pricing rules with a minimum price that protects your margin.
- Work on the listing and advertising: more sales mean a better position and more strength in the Buy Box.
What we've seen in practice
The Buy Box is a consequence of getting the basics right. At Beter, working on their Amazon account, Amazon sales tripled and many products reached the top of their subcategory with the Amazon's Choice label.
Frequently asked questions
What is the Amazon Buy Box?
It's the buy box on the product page, with the “Add to Basket” and “Buy Now” buttons. The seller who holds it is the one who makes the sale when the customer buys from the product page.
Do you need FBA to win the Buy Box?
It isn't mandatory, but it helps: fast shipping and the Prime badge carry a lot of weight. You can also compete with your own shipping if your delivery times and metrics are good.
Why have I lost the Buy Box if I have the lowest price?
Because price isn't the only factor. Amazon also looks at delivery time, stock and account metrics. A shipping delay or an account with issues can cost you the Buy Box.
We’ll tell you what we would do in your case, no strings attached. A real person from the team replies.
Leads Webimpacto’s Marketplaces team: Amazon, Miravia, El Corte Inglés and other channels, from catalogue onboarding to advertising within each platform.