How to Win the Buy Box on Amazon: The #1 Key to More Sales

Did you know that over 80% of Amazon sales go through the Buy Box? If you’re not winning it, you’re essentially invisible to the majority of shoppers. For new Amazon sellers, this can feel like an uphill battle. You might have a great product, but without the Buy Box, your chances of making consistent sales are slim.

The Buy Box isn’t just a nice-to-have – it’s a must-have for driving more sales on Amazon. But winning the Buy Box isn’t just about having the lowest price. It’s about understanding Amazon’s algorithm in order to give yourself the best chance of winning it consistently.

In this post, we’ll break down exactly how to win the Buy Box on Amazon. You’ll learn the key factors Amazon considers, common mistakes to avoid, and some quick tips to improve your chances. By the end, you’ll know exactly what it takes to consistently win the Buy Box and increase your sales. Let’s get started.

What is Amazon’s Buy Box?

The Amazon Buy Box is the section on a product detail page where customers can click “Add to Cart” or “Buy Now” to make a purchase. Located on the right-hand side of the listing, it displays the price, shipping details, seller information, and fulfillment method. For most shoppers, the Buy Box is the default way to buy a product—it’s quick, convenient, and trusted.

When multiple sellers offer the same product, Amazon’s algorithm determines which seller gets the Buy Box. The algorithm evaluates factors like price, shipping speed, seller performance, and inventory availability to ensure the best customer experience. If multiple sellers meet these criteria, the Buy Box may rotate among them.

However, if no sellers meet Amazon’s standards—such as when all sellers are priced too high, out of stock, or have poor performance metrics—the Buy Box may be suppressed. In these cases, customers will see a “See All Buying Options” link instead of the usual “Add to Cart” button.

Why Winning the Buy Box Matters

According to the most recent statistics, roughly 82% of Amazon purchases are made through the Buy Box. This means if you’re not winning it, you’re missing out on the vast majority of potential sales. For retail and online arbitrage sellers, winning the buy box is the difference between a successful Amazon business and a failing one.

But, winning the buy box isn’t just about making profits; it’s also about avoiding extra expenses. For example, without consistent Buy Box wins, FBA sellers can quickly run into inventory issues. Having your inventory sit too long in Amazon’s warehouses leads to long-term storage fees, which can absolutely wipe out your profit margins.

For Private Label sellers, the stakes are slightly different. Since you’re the only seller of your product, you don’t have to compete for the Buy Box, but you do need to ensure it’s active on your listing. If your Buy Box is suppressed (due to pricing issues, stockouts, or account health problems), your conversion rates can plummet. Customers are far less likely to click through multiple options to buy your product, so maintaining the Buy Box is critical for staying profitable.

Amazon Buy Box Eligibility Requirements

Before you can focus on specific ways to win the buy box, you first need to make sure you’re eligible to win it. Below are the requirements you need to meet to compete for the buy box or have a buy box present on your listing.

• Professional Seller Account: Only sellers with a Professional Seller Account are eligible for the Buy Box. If you have an Individual account, you are not eligible to win the buy box, and if you are selling your own product, you will not have a buy box on your listing.
• Product Condition: Only products listed in “new condition” are eligible for the Buy Box. If you are selling used products, you will not be eligible.
• Inventory Availability: Stocking out of products will cause you to lose the buy box on your listing, and running low on inventory can make it difficult to compete for the buy box on shared listings
• Account Health: If you have very poor account health, Amazon may remove the Buy Box from your listing or make it impossible for you to win the Buy Box on shared listings.
• Policy Compliance: Adhere to Amazon’s product policies, including accurate listings and avoiding restricted categories. Violations can lead to suppressed listings or loss of Buy Box eligibility.

Key Factors To Win the Buy Box on Amazon

Winning the Amazon Buy Box isn’t just about luck—it’s about understanding and optimizing the key factors Amazon’s algorithm prioritizes. While price is important, it’s only one piece of the puzzle. Here are the five most critical factors that determine Buy Box winners:

1. Fulfillment Method (FBA vs. FBM)

When it comes to winning the Buy Box, your fulfillment method is the number one factor Amazon considers. Why? Because Amazon’s algorithm prioritizes the customer experience above all else, and fulfillment plays a huge role in that.

Fulfillment by Amazon (FBA) is the gold standard. With FBA, Amazon handles storage, packing, and shipping, ensuring fast and reliable delivery. This not only boosts your chances of winning the Buy Box but also allows you to price higher than FBM sellers. I cannot stress this enough: if you are a new seller looking to sell on competitive listings, choosing FBA as your fulfillment option is the most important choice you can make.

For FBM sellers, check if you qualify for Seller Fulfilled Prime (SFP). SFP lets FBM sellers get a Prime badge on their listing, which can significantly improve Buy Box chances. To qualify, you’ll need to meet strict performance standards, including fast shipping times, high reliability, and excellent customer service.

For more information on Seller Fulfilled Prime and what it takes to start selling with FBM please see our article: Amazon Fulfilled by Merchant (FBM): A 2025 Guide for E-Commerce Sellers.

2. Competitive Pricing

Pricing is the second most important factor in winning the Buy Box, right behind fulfillment method. While having the lowest price isn’t always a guarantee, it’s a very strong point in your favor.

It’s important to point out, however, that you need to know your profit margins and breakeven point. Setting your prices too low just to win the buy box can backfire and end up losing you a lot of money. If you’re a retail or online arbitrage seller, we highly recommend investing in a repricer. These tools can help you adjust your prices to improve your chances of winning the buy box while never going below your minimum price threshold. In recent years, many repricers have started adding new features like AI to analyze your competition and maximize profit margins.

For private label sellers, pricing is still important. Setting a price too high compared with your competitors can cause you to lose the buy box, as Amazon views your listing as price gouging. On the flip side, setting your price below $9.99 can also cause you to lose the buy box, as Amazon’s automated system may flag your product as an “add-on” item and remove your buy box.

3. Inventory Levels

While not as important as fulfillment method or price, inventory levels are the third major factor in determining an Amazon buy box winner.

Let’s start with the obvious: stockouts are a guaranteed way of losing the buy box. For arbitrage or wholesalers, you will simply be removed from the listing, and for private label sellers, stockouts will cause you to lose the buy box from your listing.

What you may not know is that for arbitrage sellers, low stock levels can also hurt your chances of winning the buy box. Here’s why: Amazon’s algorithm considers how efficiently you can fulfill orders across different regions. If your stock is low, your products may only be available in a few Amazon warehouses. For example, if your inventory is limited to warehouses in California and Texas, you’re far less likely to win the Buy Box for customers in New York or Florida. Sellers with higher stock levels, on the other hand, have their products spread across multiple warehouses nationwide, giving them a better chance of winning the Buy Box in more regions.

The bottom line? Practicing good inventory management is essential. By staying in stock, you not only avoid stockouts but also increase your opportunities to win the Buy Box. After all, you can’t win the Buy Box if you’re sold out. Keeping your inventory levels healthy ensures you’re always in the running, whether you’re a private label, wholesale, or arbitrage seller.

3. Shipping Time & Reliability

Fast and reliable shipping is one of the most important factors for winning the Buy Box. Amazon prioritizes sellers who can deliver products quickly and consistently. This is why FBA sellers often have an advantage—Amazon trusts its own fulfillment network to meet customer expectations.

62% of customers expect free shipping orders to arrive in less than three business days

For FBM sellers, maintaining a high Valid Tracking Rate (VTR) and offering expedited shipping options can improve your chances.

5. Account Health & Seller 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.

Amazon evaluates sellers based on their Account Health and performance metrics. Key metrics include:

• Order Defect Rate (ODR): Keep this below 1% to avoid penalties.
• Late Shipment Rate: Ship orders on time to maintain a strong track record.
• Customer Feedback & Seller Rating: Positive reviews and high ratings improve your chances of winning the Buy Box.

Sellers with strong performance metrics are more likely to be rewarded with the Buy Box, as Amazon prioritizes a positive customer experience.

How to Win the Buy Box on Amazon

Step 1: Choose the Right Fulfillment Method

If you want to win the Buy Box, your fulfillment method is the first and most important factor to get right. For new sellers, Fulfillment by Amazon (FBA) is the best choice. FBA not only simplifies your operations by handling storage, packing, and shipping, but it also gives you a significant advantage in Buy Box eligibility. Amazon prioritizes sellers who can deliver fast, reliable shipping—something FBA excels at.

With FBA, your products automatically qualify for Prime shipping, which is a major selling point for customers and a key factor in winning the Buy Box. Plus, FBA allows you to remove negative seller feedback related to shipping or fulfillment issues. For new sellers, this is a game-changer, as even a few negative reviews can hurt your account health and Buy Box chances.

If you prefer to manage fulfillment yourself, consider Seller Fulfilled Prime (SFP). This program lets you offer Prime-level shipping while keeping control over your logistics. However, SFP requires meeting strict performance standards, so it’s often better suited for an experienced seller

Step 2: Use A Repricer

For wholesale and arbitrage sellers, pricing is a constant battle. Since you’re competing with other sellers on the same listing, staying competitive without sacrificing profit margins is key. That’s where repricing tools come in.

A repricer automatically adjusts your prices based on a set of rules and conditions, ensuring you stay competitive without constantly monitoring your listings. You can set a minimum price to avoid selling below your breakeven point, protecting your profits. Modern repricers also include advanced features like:

• AI Integration: Repricers like Aura and BQool use AI features to maximize profits while still winning the Buy Box
• Resetting prices overnight: A common complaint many users have is that using a repricer is always a “race to the bottom.” Many modern repricers give you the option to reset your prices overnight (or during a low sales period) to avoid this issue
• Automatically raising prices: Instead of just slashing prices, most modern repricers include options to raise your price based on certain conditions. One common feature is to raise your price once you are the only seller on a listing

Instead of manually checking and adjusting prices throughout the day, a repricer does the heavy lifting for you. It monitors your listings 24/7 and makes real-time adjustments, giving you a better chance of winning the Buy Box while maintaining healthy profit margins.

Step 3: Maintain High Seller Performance Metrics

Maintaining good account health will not only help you win the buy box; it’s also important for many other reasons, including ungating. It’s important to keep an eye on your stats in Seller Central and if things are trending in the wrong direction, to make changes. The most important metrics to watch are:

• Order Defect Rate (ODR): Keep this below 1% by addressing customer issues promptly.
• Late Shipment Rate: Ship orders on time to avoid penalties.
• Customer Feedback: Encourage satisfied customers to leave positive reviews

Step 4: Keep Inventory Well-Stocked

Managing FBA inventory can feel like walking a tightrope. Overstock and you’ll face long-term storage fees. Understock and you’ll have to deal with the new low inventory fee—not to mention losing the Buy Box entirely. Striking the right balance is important for both your bottom line and Buy Box eligibility.

Here are a few tips to stay on top of your inventory:

• Stay organized: Use inventory management tools to track stock levels and forecast demand.
• Know your supplier lead times: Always account for how long it takes to restock, especially during busy periods like Q4.
• Plan for peak seasons: Anticipate increased demand during holidays or sales events and stock up accordingly.

For a detailed guide on FBA inventory management, check out our guide, Amazon Inventory Management: A Complete Guide for 2025.

How to Check If You’re Winning the Buy Box

Knowing whether you’re winning the Buy Box is essential for understanding your performance and making data-driven decisions to improve your sales. Fortunately, there are several straightforward ways to check your Buy Box status. Here are three methods you can use:

• Manual Check via Product Listing: Visit your product listing on Amazon and look for the “Add to Cart” or “Buy Now” button. If your seller name appears below these buttons, you’re currently winning the Buy Box. Remember to check using a different account from your seller account, as Amazon doesn’t display the Buy Box when you’re logged in as the seller.
• Seller Central Reports: Amazon provides detailed reports to track your Buy Box performance. Navigate to Seller Central > Reports > Business Reports to view your Buy Box percentage over time. You can also check individual product eligibility by going to Inventory > Manage Inventory and looking for the “Featured Offer eligible” column.
• Repricer Tools (Aura, BQool, etc.): Many repricing tools include Buy Box tracking features. These tools provide real-time data on how often you’re winning the Buy Box for specific products, along with insights into how your pricing and performance compare to competitors.

What Causes Sellers to Lose the Buy Box?

Winning the Buy Box is a big deal, but holding onto it? That’s a whole different challenge. Just because you’ve claimed it doesn’t mean it’s yours to keep; one wrong move, and it’s gone. Here are the most common reasons sellers lose the Buy Box and how to avoid them.

1. Pricing Too High or Too Low

Pricing plays a major role in Buy Box eligibility, but it affects private label sellers and arbitrage/wholesale sellers differently.

For private label sellers, setting your price too high can trigger Amazon’s automated systems to flag your listing for price gouging, which may result in you losing the Buy Box. Conversely, pricing too low ($9.99 or less) can cause your product to be labeled as an add-on item, which also removes the Buy Box. Additionally, making too frequent or drastic price changes can also trigger Amazon’s system and cause you to lose the Buy Box.

For arbitrage and wholesale sellers, losing the Buy Box due to price often comes down to other sellers undercutting you. On competitive listings, even a small price difference can determine who wins the Buy Box. To stay competitive, consider using a repricer, which automatically adjusts your prices based on several factors, including the current Buy Box price.

2. Another Seller Takes Over the Listing

Losing the Buy Box to another seller is a common issue, but the context differs depending on your business model.

For private label sellers, this often means dealing with hijackers—sellers who list counterfeit or similar versions of your product on your listing. Hijackers can undercut your price, damage your brand reputation, and steal your Buy Box. If you notice a hijacker on your listing, take immediate action:

• Report the seller to Amazon: Use Amazon’s Report a Violation tool to submit a claim. Provide evidence, such as invoices or trademark documentation, to prove you’re the legitimate brand owner.
• Enroll in Amazon Brand Registry: This program helps protect your brand and gives you more control over your listings.

For arbitrage and wholesale sellers, competing sellers are simply part of the game. Since you’re selling the same product as other sellers, losing the Buy Box to a competitor is expected. Stay competitive by optimizing your pricing, fulfillment, and inventory levels, and eventually, you will win back the Buy Box.

3. Running Out of Stock

It might sound obvious, but stockouts are another common reason you may lose the Buy Box. As soon as you stock out you will not be able to compete for the Buy Box, and private label sellers will lose the Buy Box on their listing until they have restocked.

For arbitrage and wholesale sellers, low inventory levels can also hurt your Buy Box chances, even if you’re not completely sold out. When your stock is low, your products may only be available in a few Amazon fulfillment centers. For example, if your inventory is limited to warehouses in California and Texas, you’re far less likely to win the Buy Box for customers in New York or Florida. Sellers with higher stock levels, on the other hand, have their products spread across multiple warehouses nationwide, giving them a better chance of winning the Buy Box in more regions.

4. Poor Seller Performance or Account Health Issues

While less common than pricing, stockouts, or competing sellers, poor seller performance or account health issues can still cost you the Buy Box—but only if your metrics fall to very low levels. Amazon prioritizes sellers who deliver a great customer experience, so if your Order Defect Rate (ODR), Late Shipment Rate, or Customer Feedback Score drops too far, you risk losing the Buy Box. Policy violations or suspended listings can also disqualify you entirely.

The best advice? Never let your account get to this point. Monitor your Account Health dashboard regularly, address customer issues promptly, and ensure your shipping and fulfillment processes are running smoothly. By staying proactive, you can avoid the performance pitfalls that lead to losing the Buy Box.

Common Myths About the Amazon Buy Box

The Buy Box is one of the most misunderstood concepts for Amazon sellers. To help you focus on what truly matters, let’s debunk the three most common myths about the Buy Box:

Myth 1: The Lowest Price Always Wins

One of the biggest misconceptions is that the seller with the lowest price will always win the Buy Box. While pricing is important, it’s just one of many factors Amazon considers. As we discussed earlier, Amazon values fulfillment method above all else, meaning FBA sellers will routinely win the Buy Box with higher prices than competing FBM sellers.

Furthermore, sellers who continually run into inventory issues or who have very poor account health will have a very hard time winning the Buy Box, no matter how low their price is.

Myth 2: You Can Win the Buy Box 100% of the Time

Losing the Buy Box happens to every seller—it’s just part of selling on Amazon. Maybe your inventory ran low, or a competitor slashed their price to an unrealistic level. Whatever the reason, it’s inevitable.

Don’t expect to win the Buy Box 100% of the time. Instead, focus on the things you can control, like competitive pricing, fulfillment method, and your seller account health. While you may not win every time, you will see your Buy Box percentage rise over time.

Myth 3: Amazon Always Wins the Buy Box

Many sellers assume that Amazon has an unfair advantage and will always win the Buy Box. While it’s true in many cases, Amazon doesn’t automatically win every time. Third-party sellers who offer better prices, faster shipping, or superior service can—and do—outperform Amazon for the Buy Box.

The key is doing your homework before jumping into a listing. Use tools like KEEPA to track Amazon’s pricing history on a product. Some listings show Amazon constantly undercutting sellers, these are best avoided. However, on other listings, Amazon’s pricing stays relatively stable, giving you a real chance to compete.

Additionally, pay attention to sales volume. Listings with higher sales volume (2,000+ units per month) are generally safer because they offer more opportunities for multiple sellers to win the Buy Box. On the other hand, listings with fewer than 100 sales per month are risky, as they often indicate limited Buy Box rotation and tougher competition.

Frequently Asked Questions (FAQ’s)

Winning Amazon’s Buy Box Is Within Your Reach

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, inventory levels, and account health will significantly increase your chances of winning it.

While it’s impossible to win the Buy Box 100% of the time. By consistently offering competitive prices, Prime shipping, and staying in stock, 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.

Related articles:

• How to Start an Amazon FBA Business: A 7-Step Guide
• How to Get Ungated on Amazon: A Step-by-Step Guide
• Amazon Inventory Management: A Complete Guide for 2025