How To Win Buy Box on Amazon- A Complete Guide For Sellers

Amazon generates over $240 billion worldwide in sales every year. Of those sales, over 90% occur using Amazon’s buy box button.

If you want to skyrocket your Amazon Business, winning the buy box on the product page is crucial. sellers featured on Amazon’s buy box sell more products.

In this post, we will discuss in detail how you can Win Amazon buy box more frequently.


What is Buy Box On Amazon?

The Amazon buy box is a section on the right side of an Amazon product detail page where customers can add a product to their cart or “buy now.”

What does buy now mean on Amazon? The “Buy Now” button in the Amazon buy box lets shoppers make an instant purchase right from the product detail page.

As for the Buy Box, it is a widget visible on most Amazon product listing pages that allow customers to quickly purchase products they are searching for.

Amazon buy box
Amazon buy box button

After clicking the yellow ‘Buy Now’ button, the Buy Box directs the customer to the checkout page.

Ultimately, the Buy Box helps a low-friction sale on Amazon by enabling customers to make their purchase quickly and easily, within just two or three steps.

Why does Buy Box important for Amazon sellers?

There are two main reasons why every seller should be concerned about the Buy Box.

1. Owning the Buy Box increases your chances of making a sale to 96%.

According to this report, 83% of all Amazon purchases are made through the Buy Box, as it is the first ‘call to action’ a customer sees. 

However, even though the Buy Box gives information about the seller, it’s unlikely that these factors are not affecting customers purchasing behavior on Amazon. 

The convenience rate of the Buy Box’s placement is around 96% in Amazon.

2. If you own the Buy Box, you can create Amazon PPC ads.

Amazon PPC (pay-per-click) allows sellers to advertise on the Amazon platform. Amazon allows sellers to bid on prices of clicks for certain keywords, and sellers who control the Buy Box can create sponsored listings for the product through Amazon Sponsered Advertisement.  

But, if a seller does not own the Buy Box — even if it is their own listing — they can’t create ads for the product.

How does Amazon Buy Box Works for Sellers?

The buy box can make or break your Amazon Business.

When a user clicks the “Buy Now” button, they’re buying from one seller and one seller only: the buy box winner. This is especially crucial now that there’s a “Buy Now” button in addition to the add to cart button — the “Buy Now” button always leads to purchase from the buy box owner/seller.

Example of Amazon Buy Box with seller who owns it
Example of Amazon Buy Box

While most products customers see on Amazon will have a Buy Now button, there are a few instances in which a product listing may not have that Buy Now Button. 

For example, if a seller (or sellers) offering a product on Amazon does not qualify for the Buy Box, the Buy Box will not appear. 

Also, the Buy Box may not appear if all of the sellers on the listing have listed their versions of the product at a price that is much higher (or lower) than the average sales price for the product.

If you run Amazon sponsored ads, there’s another even more crucial reason to care about whether you own the buy box: When a product loses the buy box, all Sponsored Products ads stop running. And if you have Headline Search Ads (HSAs) running, you risk paying for traffic to a page where another seller is going to get the sale — HSAs aren’t Buy Box-dependent.

Eligibility of Buy Box In Amazon: Which Seller Win the Buy Box?

To be eligible for the Buy Box in Amazon, you must be a professional Seller who meets Amazon’s buy box criteria and have products that are buy box eligible.

Also, the health of your seller account matters a lot. it should be in good standing.

Amazon buy box factors include:

  • Order defect rate/Return rate
  • Performance metrics of your account
  • Quality of customers service
  • Duration/length of time with Amazon

How does Amazon Choose which seller is eligible for the Buy Box?

Amazon decides the buy box winner based on the price of the product, fulfillment type, seller rating, and more factors that we’ll cover in later of this post. However, it’s not a perfect science. Because the factors that determine buy box eligibility are always in instability, the winner of the buy box may change over time. 

A note for new Seller using fulfilled-by-merchant (FBM)

If you are just starting out with a new Seller Central account, and you’re not shipping with Amazon Fulfillment (FBA), then you’re going to notice a delay before your products show the buy box/Buy Now button.

This happens because Amazon doesn’t have proof that you actually have the products or ability to full fill orders once you’re in the buy box. If you use FBA, however, you will be approved for the buy box much faster.

Brand new seller central accounts that are FBM are not eligible for the buy box unless they make sufficient sales volume, determined by Amazon, and varying by category.

How To Win Buy Box on Amazon: Amazon Algorithms

First thing, make sure your products are Buy Box eligible. Here’s how to tell if you are buy box eligible:

  1. Go to the “Manage Inventory” section in your Amazon Seller Central account.
  2. In the right-hand corner, click “Preferences” then “Buy Box Eligible” in the dropdown menu. This will add another column that simply states yes or no for Buy Box Eligibility on your products.
  3. If you want a birds-eye view of your products and their current buy box percentages, you can view this under Reports in Seller Central “Reports > By ASIN > Detail Page Sales and Traffic by Child Item”.

8 ways to get Amazon Buy Box eligibility:

1.Two Factors affecting Amazon Buy Box Eligibility

  • Price of the Product
  • Type of fulfillment

It seems like common sense that you should ship items correctly and on time, respond to customers’ questions quickly, and keep your inventory up-to-date and well-stocked.

That being said, when a product is popular and sellers are competing with each other in terms of pricing and fulfillment, other factors become more important.

2. Selecting the most suitable fulfillment Method

Amazon allows merchants to use their own fulfillment method or fulfillment by Amazon. That said, Fulfillment by Amazon (FBA) is becoming the most popular choice due to its benefits in the buy box.

FBA means that Amazon stores, packs, and ships some or all of your products. Because Amazon has physical control over your inventory, they can better guarantee quality and quantity — and placement in the FBA buy box. 

There are some products that wouldn’t do well sitting in a warehouse for months on end. For instance, if you sell perishable goods such as food items, and you don’t want to ship all of those at once to a warehouse only to let them get stale, then FBA might not work for you.

The same goes for an established brand manufacturer with a strong built-in infrastructure for shipping. There may also be instances where some of your products are FBA, and others are FBM.

Example of Fulfil by Amazon
Example of Fulfilled by Amazon

3. Making sure of Affordable Product price

The biggest factor in winning the buy box is affordable pricing.

What is Amazon’s landed price? The landed price is the total price an Amazon product goes for, including shipping and handling costs. The lower the landed price, the more likely you are to win the buy box. 

Keep your prices low and consistent with other sellers on the site. Of course, many Amazon sellers are constantly changing prices to win the buy box.

This shouldn’t be a blind race to the top of the buy box — don’t make your prices lower than you can afford. Determine whether you can afford to own the buy box at its current price by considering your:

  • Amazon seller fees
  • Margins of Product
  • Return cost
  • Shipping costs
  • Amazon Budget

You can read more about Amazon FBA Fees and calculate your profit by using Amazon FBA Calculator.

4. Getting Enrolled In Amazon Prime Program

Although a non-Prime seller can qualify to win the Buy Box, Amazon gives more priority to its Prime sellers. Sellers who use fulfilled-by-Amazon (FBA) automatically qualify for Prime. Recently Amazon introduces a new program where merchants who fulfill their own products can also qualify for Prime.

5. Keeping strong inventory levels of Your products

If you offer a product but are low in stock, your products may not reach certain customers on time. Therefore, Amazon may give the Buy Box to sellers who have strong levels of inventory whose products could be fulfilled faster.

6. Building your Amazon seller account health for a good reputation

This section is very crucial for sellers who use FBM. FBA performance metrics look much different because Amazon handles most of these issues around shipping and customer service.

Amazon favors reliable sellers — they’re more likely to ship products on time, sell high-quality products, and offer superior customer service. Just like Amazon.

Amazon calculates your Seller-Fulfilled seller rating based on a few key metrics:

Order Defect Rate (Target = < 1%)

  • Negative Seller Feedback Rate
  • Filed A to Z Claim Rate
  • Service Chargeback Rate of Orders

Return Dissatisfaction Rate (Target = < 10%)

  • Negative Return Feedback Rate
  • Late Response Rate of customers queries
  • Invalid Rejection Rate

Buyer-Seller Contact Metrics (Target = < 25%)

  • Response Times Under 24 Hours (Target = > 90%)
  • Late Responses (Target = < 10%)
  • Average Response Time

Recent Customer Metrics Data

  • Pre-Fulfillment Cancel Rate (Target = < 2.5%)
  • Late Shipment Rate (Target = < 4%)
  • Refund Rate

Valid Tracking Rate

  • By Category (Targets = > 90%)
  • Delivered on Time (Target = > 97%)

Amazon’s standards for these metrics are aggressive — especially when it comes to buy box eligibility. Amazon’s strict fulfillment standards also impact price competitiveness as quicker shipping often costs more, and can increase the total cost of items sold on Amazon. You can get an overall picture under “Account Health” in your Seller Central.

6. Maintaining positive seller feedback

Although it isn’t entirely clear how much Amazon’s algorithm weighs positive or negative seller feedback when assigning its Buy Box to sellers, it is assumed that sellers with poor performance metrics have less of a chance of winning the Buy Box than those with positive metrics.

Here Maintaining positive seller feedback is very crucial for sellers. You should always ask satisfied customers to leave positive feedback on your account by sending them emails. You can use curated messages designed for this purpose.

Using an Automated Amazon Feedback Management tool will help you grow positive seller Feedbacks and ratings.

7. Speed up shipping time (FBM seller only)

Amazon calculates how well you’re doing with shipping based on your projected shipping time and actual shipping time.

For time-sensitive and perishable items, shipping varies, but Amazon generally weighs shipping based on the following shipping time frames for Amazon sellers:

  • 0-2 Days
  • 3-7 Days
  • 8-13 Days
  • 14+ days

Remember, customers don’t just expect cheap or free shipping — thanks to Amazon Prime, they also expect their packages to arrive faster than you thought was humanly possible.

8. Always Sale Authentic Products

Amazon hates duplicates and counterfeits products on its platforms. If any customer report to Amazon that the product is not authentic then you will lose the buy box and your account will be in a bad reputation. Always sell authentic and genuine products.

Fixing low buy box percentages on your products

What is the Amazon buy box percentage? 

Amazon buy box percentage is a metric that tells you how often your product shows up in the Amazon buy box. If a product is viewed 100 times and your product shows up in the buy box 80 of those times, then your buy box percentage is 80%. In a perfect world, 4 sellers who sell the same product at the same price and have the same performance metrics and inventory levels, each seller would get a buy box percentage of 25%. 

1.Price to win the Amazon buy box

You can price to win the Amazon buy box manually, by watching competitors’ products and adjusting your SKUs accordingly, but most of us don’t have the time — or have too many SKUs — to accomplish this.

That’s where Amazon repricer tools come in. There are two different kinds of repricer tools out there:

  • Rule-based repricers: Based on a simple rules setup
  • Algorithmic pricers: Focused around overall profitability

Rule-based repricers are pretty basic. If you simply want your product to be $1 less than anyone else’s on that listing, and you aren’t overly concerned about potential margin loss, then that type of repricer might be right for you.

If you’re looking for a tool with machine-learning algorithms that will kick in based on your overall product profitability, an algorithmic pricer like Salesla Repricer is a great option.

2. Confront unauthorized resellers

If you’re a brand with a very specific set of authorized resellers, you may discover some of your most profitable SKUs are being stolen by unauthorized sellers that are basically giving your product away for free.

In that case, you will want to reach out and let those resellers know that you’re aware of their presence, and will be forced to take action if they don’t cease selling your product. As much as you want to avoid taking these cases to court, having a lawyer to back you up really helps.

3. Consider using FBA or Prime

As we said before, FBA gives you an edge when it comes to winning the buy box. If it makes sense for one of your products to be shipped by Amazon, use FBA or Prime.

Reasons for Not Having Amazon Buy Box

Now You’ve optimized your performance metrics and you’re exceeding expectations. You’ve reported your unauthorized sellers. You’re doing everything right, but you’re still not getting the buy box. Instead, you’re seeing something like the image below.

Amazon See All buying options
Amazon Listing with No Buy Now button

In this example, nobody gets the buy box! This is something we’ve noticed here at salesla, and you may have noticed it as well.

There are several algorithms floating around about why this happens. Here are three theories on why no one has the buy box:

  • Sudden price increases or decreases on listing
  • Violation of price Across channels or marketplace
  • Customer feedbacks as defective products or counterfeit products

How to track Amazon Buy Box?

Tracking the Buy Box all the time can be difficult. After all, Amazon’s customers are viewing your product listings 24/7. 

Fortunately, there are a few ways to automate the process to ensure that you control the Buy Box.

Amazon’s ‘Automate Pricing’ tool

First, Amazon has an ‘Automate Pricing’ tool that reprices your products automatically if and when they differ from the current Buy Box price—ie, another seller lists the product for less than your offer.

To access the ‘Automate Pricing’ tool go to your Seller Central and click Pricing > Automate Pricing.

Salesla Repricer Tool

The next way to stay on top of your products’ Buy Box ownership is with Salesla Alert feature. 

To access Alerts, log in to salesla. Once you are logged in, click Autorepricer from the left side of your dashboard.

Once you’ve created alerts for your salesla account, you will receive daily notifications on your salesla Alerts Dashboard. 

Optionally, you can also have notifications sent to your email.

By setting the price and Buy Box settings in your Alerts, you can keep track of when your status as the Buy Box seller changes.

Conclusion: How to Win the Amazon buy box

With standout placement and easy purchasing options for customers, scoring a spot in an Amazon buy box can mean huge things for your business. Winning the buy box can mean the difference between making a sale and sitting on the sidelines while another merchant does.

But don’t think of winning the buy box as a permanent thing. Winning the buy box is an evergoing process where sellers earn a share of the buy box for a period of time-based on a variety of factors. 

The factors that influence how long and how often you acquired the buy box are variables that you can change and optimize to increase your buy box sessions and sales, including pricing, fulfillment, and your seller rating.

Moreover, you can read and learn how you can optimize your listings for Amazon Buy Box and rankings. Learning these topics can give you an idea about Amazon Algorithms and edge over other sellers.

Here are some resources for Amazon Sellers:

Frequently Asked Questions(FAQ):-

What is a buy box on Amazon?

The Amazon buy box is a section on the right side of an Amazon product detail page where customers can add a product to their cart or “buy now.”

How do I compete with Amazon Buy Box?

These three things helps a seller to compete for amazon buy box with other seller.
1.Pricing of the product
2.Fulfillment Type
3.Account Health

How to become buy box eligible on Amazon?

The seller must meet the following 3 conditions to be Buy Box Eligible:
1.Type of selling account must be professional,
2.Metrics for late shipment, cancellation, etc. must be healthy
3.Become a prime Seller

How to get buy box for new seller?

For new sellers :-
1. Changing Fulfillment type to FBA or Prime
2.Improving or Maintaining good account helath status on Amazon.

What is a good buy box percentage on amazon?

Here are the matrics for Good buy Box percentage
1. Over 70%- High performing seller
2.20-30 %- Average performing seller
3.10%-Below low performing seller

Does Amazon share the buy box with other seller?

Amazon doesn’t share the Buy Box – Although Amazon often wins the Buy Box on listings that it sells on.Third-party sellers can win a share of it. The lowest price always wins the Amazon Buy box.

Why no buy box amazon?

Top 3 reasons for not having Buy Box.
1.Sudden price increases or decreases on listing
2.Violation of price Across channels or marketplace
2.Customer feedbacks as defective products or counterfeit products

What is Amazon buy box algorithm?

Amazon Buy Box is operated by an algorithm that tries to give the customer the best possible value for their money and assign which seller will get the Buy now Button. It does this by determining which product offering promises the best balance of high seller performance and low price.

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