BB

The Buy Box (BB) is the most valuable real estate on an Amazon product detail page. It’s the area on the right side (or top on mobile) where customers can quickly purchase a product using the “Add to Cart” or “Buy Now” buttons.

While multiple sellers may offer the same product, only one seller "wins" the Buy Box at a time - and over 80% of all sales happen through it.

Factors Amazon considers for Buy Box eligibility:

• Fulfillment method (FBA offers tend to win more often)
• Price (including shipping)
• Seller performance metrics (Order Defect Rate, late shipment rate, etc.)
• Inventory availability
• Shipping speed
• Customer service and return performance

Why it matters:

• If you win the Buy Box, your offer becomes the one most buyers purchase
• Without the Buy Box, your listing will appear under “Other Sellers,” which greatly reduces conversions

💡 Example: You're selling the same phone case as 10 other sellers. If your offer wins the Buy Box, customers who click “Add to Cart” will buy your item by default.

In short: The Buy Box = the gateway to most Amazon sales. Winning it means your offer is the one customers see first and buy most often.