- Ecom Array Team
- Amazon
- 08 Apr, 2025
- 75
What is the Amazon Buy Box?
There are millions of products listed and sold on Amazon, and standing out in this crowded marketplace is every seller's goal. One of the best ways to do this is by winning the Amazon Buy Box.
The Amazon Buy Box is an important section of a product’s listing on Amazon, where the customer can click to purchase the item. It is the “Add to cart or Buy Now” button shown on the product page, and it plays a key role in the purchase process on Amazon.
Several products are listed by multiple sellers, Amazon chooses one seller to display in the Buy Now.
This seller is selected based on various factors such as pricing, speed of shipping, performance of seller, promised delivery dates, customer feedback, etc.
What are the Benefits of Amazon Buy Box?
Amazon Buy Box offers several meaningful benefits for sellers. It is an important factor in increasing sales, improving product visibility, and growing your business on the platform. Some key benefits are:
- Increase Sales and Visibility: The Buy Box makes higher conversion rates; it automatically displays the ‘Add to Cart’ button, which customers click to make their purchase, which shows that winning the Buy Box means you’ll get more traffic and possible sales.
- Higher Seller Trust: Winning Buy Box means to customers that Amazon has trusted the seller. This can increase customers' confidence in your product, leading them to make the purchase.
- With the Buy Box, your offer is displayed front and center, making it easier for customers to find and choose your product over other sellers selling the same products.
- Prime Eligibility and Fast Shipping: If you’re using FBA (Fulfillment by Amazon) or SFP (Seller Fulfilled Prime), your product will be eligible for Amazon Prime Shipping. Prime-eligible products can increase your sales as Prime members prioritize fast, free shipping. It enhances shipping and delivery options.
- Competitive Advantages: The buy Box is a competitive differentiator. Winning makes it more difficult for other sellers to capture the market share for the same product. You can capture the bulk of sales, and you’ll be one step ahead of your competitors.
- Global Reach: If you win the Buy Box for your product, it can give you the chance to reach customers from around the world with Amazon’s international marketplace.
How to become eligible for the Amazon Buying Box?
Becoming eligible for the Amazon Buy Box is key to increasing your sales and product visibility on the platform. Amazon's algorithm uses several factors to determine which seller gets the Buy Box for the product listings. Some criteria to be eligible for Amazon Buy Box:
1. Maintain High Seller Performance
Amazon prioritizes sellers with excellent performance. To stay competitive, you need to consistently maintain high standards in areas like
Order defect rate (ODR) i.e. the ODR must be below 1%. It includes issues like negative feedback, A-Z guarantee claims, etc. Low ODR increases the chances of winning Amazon Buy Box.
Customer feedback Ratings: You have to aim for a high percentage of positive feedback because the higher the positive rating, the better your chances of winning the Amazon Buy Box.
2. Use FBA (Fulfilled By Amazon) or Seller-Fulfilled Prime (SFA)
Amazon prefers FBA sellers because they store their inventories in Amazon warehouses, which ensures fast and reliable delivery.
It is a program that allows third-party sellers to fulfill orders for Amazon Prime members, where seller uses their own warehouses or partner warehouses to store inventories and manage shipping.
3. Offer Competitive Prices
Price is one of the key factors in Amazon’s Buy Box algorithm. You don’t need to have the lowest price, but your price needs to be competitive relative to other sellers selling the same product.
Offering product bundles or applying discounts can make your listing more attractive compared to other sellers and increases the chances of winning Buy Box.
4. Ensure Prime Eligibility
Products that are Prime-eligible are generally prioritized in the Buy Box because Prime members are more likely to purchase the products that are eligible for free, fast delivery.
5. Offer High-Quality Customer Services
Respond to customer inquiries quickly, smoothly, and professionally. Amazon values the seller who makes good communication with their customer and resolves queries quickly.
Make your return process simple and hassle-free. High-quality customer service, including handling returns properly, plays a good role in winning Buy Box.
