Amazon Buy Box

What is the Amazon Buy Box?

The Amazon Buy Box is a white box on the right side of the Amazon product page. Customers can directly add their desired product to the cart or buy it immediately. Although the Buy Box may appear inconspicuous, its value for sellers is immense: Over 80% of all Amazon sales are made through this box. Therefore, it is crucial to understand how to win the Buy Box.

Unlike eBay, Amazon operates on a model where multiple sellers can offer the same product on a single product detail page (listing). All sellers share the same listing and thus compete for the Buy Box.

Why is the Amazon Buy Box important?

The Buy Box simplifies the purchasing process and significantly enhances the customer shopping experience. When buying a product, customers often click on “Buy Now” without checking the seller of the product. Therefore, having control over the Buy Box increases the visibility and sales opportunities for a seller.

Other sellers offering the same product are listed under “Other Sellers on Amazon” and do not have the same presence or purchase attractiveness, resulting in less sales compared to the seller who currently “owns” the Buy Box.

Note: It is important to know that the allocation of the Buy Box is dynamic. Amazon continuously changes which seller is displayed in the Buy Box to ensure the best possible customer experience.

How can you conquer the Amazon Buy Box?

The Buy Box is particularly crucial for resellers of branded products.

There is no 100% guarantee to win the Buy Box. However, there are definite factors that Amazon considers and that you can focus on to improve your chances of being displayed in the Buy Box as a seller. Here are some tips to increase your probability:

  1. Good seller performance: Providing excellent customer service and receiving positive feedback or seller ratings improve your seller status and, consequently, your chances of winning the Buy Box.
  2. Offer fair, competitive, and stable prices: Amazon considers the total price, including shipping costs. A competitive or fair price can increase your chances of obtaining the Buy Box.
  3. Sufficient inventory: Maintaining a steady supply of products demonstrates your commitment to fulfilling customer demand. Avoid having your products out of stock. Amazon favors sellers who reliably keep their products in stock.
  4. Sell new products: Amazon prefers new products in the Buy Box. Used products usually compete in the “Buy Used Box.”
  5. Professional Amazon seller account: With a professional seller account, you have the opportunity to participate in the FBA (Fulfillment by Amazon) program and gain access to Amazon Prime, which is often preferred by customers (free and fast shipping).

Factors known to influence the Buy Box:

  • Product price and shipping costs: Both the item price and shipping costs have an impact.
  • Availability of your product: As mentioned earlier, continuous availability of an item affects the chances of winning the Buy Box.
  • Shipping time: Fast shipping times can increase your chances (Prime shipping).
  • Your seller performance: Amazon evaluates seller performance based on various factors, including customer satisfaction and return rate.

Additional topics:

  • Private labels and the Buy Box: If you sell a unique product that you have developed yourself (private label), you often face less competition for the Buy Box. However, ownership rights of the Buy Box are not guaranteed, especially if Amazon is not yet fully familiar with your seller performance.
  • The Buy Box on international marketplaces: Winning the Buy Box on international Amazon marketplaces may be slightly more challenging, as factors such as delivery speed, shipping costs, seller performance, and product price may not be as favorable as in the domestic market.


The Amazon Buy Box can have a significant impact on your sales and revenue as a seller and can be a true gold mine if you know how to conquer it.

By considering the factors mentioned above, improving your seller performance, and offering competitive prices, you can increase your chances of obtaining the valuable Buy Box and boost your sales success on Amazon.