Amazon Buy-Box

What Is The Buy-Box?

The "Buy-Box" is the display on a product detail page with the Add To Cart button that customers can use to add items to their shopping carts. When one of your listed items appears as the default on the product page, you “win” the "Buy-Box", increasing your chances of selling that item before other sellers. The Buy-Box is given to the seller with the cheapest price, fastest fulfilment and best customer feedback. If a few sellers have the same identical factors (i.e. are priced the same, are all using FBA and have 100% customer feedback) the Buy-Box will be shared between these sellers, usually relatively equally.

You do not need to be priced exactly the same as the Buy-Box. Sometimes you can price 10-20% higher than the Buy-Box price and still get sales. However, you will not get the maximum amount of sales as these will mostly be shared between sellers matched at the Buy-Box price.

Sellers on individual plans are not eligible for the Buy-Box, so please bear this in mind when creating a seller account if you are new to Amazon.