AITBB

AITBB (Anything In The Buy Box) is a targeting option in Amazon Advertising that allows you to bid only when your offer is in the Buy Box - or when any listing you’re selling is in the Buy Box, even if you're not the only seller.

In other words, your ad will be shown only when your offer has the Buy Box - because that’s when you’re most likely to get the sale.

This applies primarily to Sponsored Products and is especially useful for:

• Resellers competing with other sellers for the same ASIN
• Controlling ad spend by avoiding wasted clicks when not eligible to win the sale
• Protecting margins by only advertising when you're the seller in control

Why it's important:

• If your ad leads to a product page where you don't own the Buy Box, your ad spend can go to waste
• With AITBB enabled, you only pay for clicks that have a high chance of converting into your sale

Typical use cases:

• Resellers managing multiple brands
• 3P sellers with fluctuating Buy Box ownership
• Sellers working with automated bidding rules to maximize efficiency

AITBB is often enabled through:

• Campaign bidding settings in Sponsored Products
• Advanced rule-based platforms or APIs
• DSP advertisers with hybrid retail models

In short: AITBB = only advertise when you can actually make the sale.