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If you’re selling on Amazon, you’ve probably heard the term “Buy Box” used by other sellers or content creators. Many sellers know it’s important, but they may not fully understand just how important it is.
To put it simply, over 80% of sales on Amazon go through the Buy Box.
So, if you’re not winning it, you’re likely missing out on a lot of potential revenue.
But how does Amazon decide which seller wins the buy box? The reality is several factors determine which seller gets the Buy Box at any given moment. In this article, we’ll break down what the Buy Box is, why it matters, and tips you can use to win the Buy Box on Amazon.
What Is Amazon’s Buy Box?
At its core, the Amazon Buy Box is the section on a product page where customers can easily click “Add to Cart” or “Buy Now.” If multiple sellers are offering the same product, Amazon will select one to showcase in this box. This makes it the most visible and convenient option for buyers, and therefore the most likely to convert into a sale.
Amazon determines which seller gets the Buy Box based on a variety of criteria, including price, shipping speed, fulfillment method, location, and account health.
Also, it’s important to mention that the Buy Box can rotate between eligible sellers, so multiple sellers can win it at different times, depending on how well they meet Amazon’s criteria at any given moment.
For new sellers, this system might seem complicated, but it’s designed to ensure that Amazon customers get the most reliable, affordable, and speedy service. Let’s break down some of the key factors that Amazon considers.
Key Factors To Win the Buy Box on Amazon
1. Fulfillment Method (FBA vs FBM)
The number one factor Amazon considers when determining a buy box winner is the fulfillment method. Sellers who use Fulfilled by Amazon (FBA) are much more likely to win the Buy Box on Amazon vs FBM (Fulfilled by Merchant) sellers.
This is because Amazon trusts its shipping processes and can guarantee fast, reliable delivery versus an independent seller using their own shipping methods. FBA also allows sellers to offer Prime shipping, which is a huge advantage in terms of customer appeal. For most sellers, switching to FBA can dramatically increase their chances of winning the Buy Box.
It is important to point out, however, that it is not impossible to win the buy box as an FBM merchant. In most cases, you will need to have a strong history of fast and reliable shipping times for Amazon’s algorithm to award you the buy box.
2. Price
Product price is the next factor that Amazon uses to determine buy box eligibility. While lower prices generally improve your Buy Box chances, you don’t always need to be the cheapest seller. Amazon looks at the overall value to the customer, so if you offer fast, reliable shipping or have better account health, you may still win the Buy Box on Amazon even if your price is slightly higher than your competitors.
3. Shipping Time and Reliability
Delivery speed is another critical factor in the Buy Box equation. Products that can be delivered faster are more likely to win the Buy Box on Amazon. This is why FBA sellers, who can offer Prime two-day or even same-day shipping, often have an edge. Even FBM sellers with competitive shipping times may struggle to compete if they can’t match the reliability of FBA’s shipping infrastructure.
62% of customers expect free shipping orders to arrive in less than three business days
https://sell.amazon.com/programs/seller-fulfilled-prime
4. Stock Availability
Your stock levels also play a role in winning the Buy Box on Amazon. If you frequently run out of stock, Amazon is less likely to award you the Buy Box, even if other factors are in your favor. It’s essential to maintain adequate inventory levels, particularly during high-demand periods. Sellers with consistent stock availability are seen as more reliable, increasing their chances of winning the Buy Box.
5. Account Health and Performance Metrics
Amazon tracks various performance metrics that impact your chances of winning the Buy Box. These include your Order Defect Rate (ODR), Perfect Order Percentage (POP), on-time shipping rate, valid tracking rate, response time, and customer feedback scores. While not as important as the previous three factors, maintaining good account health is still extremely important; if you fail to meet Amazon’s standards in any of these areas, your eligibility for the Buy Box will decrease. Remember to keep an eye on these metrics regularly and take steps to improve them if necessary.
How to Improve Your Chances of Winning the Buy Box on Amazon
Winning the Buy Box isn’t an exact science, but several strategies can increase your chances:
1. Consider Using Fulfillment by Amazon (FBA)
As mentioned earlier, FBA is one of the most effective ways to improve your chances of winning the buy box on Amazon. By using FBA, you’re essentially outsourcing fulfillment to Amazon, which ensures fast delivery and reliable access to Prime shipping. In many cases, FBA sellers can even price their products higher than FBM sellers and still win the Buy Box because they offer superior shipping options.
If you are an FBM seller, check if you qualify for Seller Fulfilled Prime. Adding the prime badge to your listing has not only been shown to boost sales but also drastically increases your chances of winning the buy box.
2. Keep Prices Competitive, But Don’t Always Race to the Bottom
While price is a key factor in winning Amazon’s Buy Box, you don’t necessarily need to be the lowest-priced seller. It’s important to keep an eye on your competitors and adjust your pricing strategically. Using tools like KEEPA can help you monitor price trends and track how frequently Amazon rotates the Buy Box between sellers.
However, if you notice that your competitors are constantly undercutting you, consider using an automatic repricing tool. These tools automatically adjust your prices to stay competitive, increasing your chances of winning the Buy Box without constantly having to manually monitor prices.
3. Monitor Your Stock Levels
Running out of stock can seriously damage your chances of winning the Buy Box. Make sure to keep track of your inventory and replenish stock before it runs out, especially during busy shopping seasons. If you frequently go out of stock, it’s difficult to regain Buy Box eligibility, so consistency is key.
4. Maintain Strong Account Health
Account health is critical to winning the buy box on Amazon. Sellers with high ODRs (Order Defect Rates), late shipments, or poor feedback scores are less likely to win the Buy Box. Pay close attention to these metrics in Seller Central, and take steps to improve any areas where you’re falling short.
5. Check if You’re Competing Directly With Amazon
If Amazon is selling a product directly or through one of its private labels, it can be much, much harder to win the Buy Box. In these cases, Amazon often undercuts or matches FBA sellers to maintain control over the Buy Box. Tools like Keepa are great for validating products or finding these potential red flags before investing in inventory.
Depending on the sales velocity this might not be the end of the world, as products with high monthly sales (~2000+/month) generally leave room for third-party sellers to make sales as well. However, for products with lower monthly sales figures (<100/month), it might be worth considering alternative products without competition from Amazon directly.
Why Some Listings Don’t Have an “Add to Cart” Button: The Suppressed Buy Box Explained
A suppressed Buy Box happens when a product listing on Amazon doesn’t show the usual “Add to Cart” button and instead displays “See All Buying Options.” This occurs when Amazon decides that none of the current offers meet its standards for customer satisfaction, usually due to factors like pricing being too high. Essentially, Amazon suppresses the Buy Box when they believe the offers aren’t providing good value or service to shoppers.
In most cases, the main reasons for a suppressed Buy Box are either the product’s price being set too high compared to similar listings or sellers having performance issues, like poor feedback scores or delayed shipping times. When the Buy Box is suppressed, customers have to manually browse other offers, so keeping prices competitive and maintaining high seller performance is key to avoiding this.
Conclusion: Mastering the Buy Box for Success
Winning Amazon’s Buy Box means more visibility, higher conversion rates, and ultimately, more sales. While it might seem complicated at first, focusing on key factors like fulfillment method, price, shipping speed, stock availability, and account health will significantly increase your chances of winning it.
Remember, the Buy Box isn’t static—Amazon rotates it based on the seller who can provide the best experience at any given moment. By consistently offering competitive prices, reliable shipping, and maintaining good account health, you can position yourself as a top contender.
If you’re looking to increase your sales on Amazon, mastering the Buy Box is an essential step in the process. Focus on what you can control, optimize your listings, and keep your account in good standing to maximize your chances of success.
