Buy Box

The Buy Box is one of the most critical elements on Amazon - it’s the default purchase option that appears on a product detail page. When multiple sellers offer the same product (under the same ASIN), only one seller wins the Buy Box at a time, meaning their offer is shown in the “Add to Cart” and “Buy Now” buttons.

Key facts:

• Over 80% of sales on Amazon happen through the Buy Box (even higher on mobile)
• Both 1P (Amazon Retail) and 3P (third-party) sellers compete for the Buy Box
• Other sellers appear under “Other Sellers on Amazon”, but get far less traffic

Factors that influence Buy Box eligibility and rotation:

• Price (including shipping)
• Fulfillment method (FBA usually preferred)
• Inventory availability
• Order defect rate
• Shipping speed and on-time delivery
• Seller performance metrics

Types of Buy Box ownership:

• Won Buy Box - your offer is currently featured
• Shared Buy Box - Amazon rotates sellers based on performance
• Suppressed Buy Box - no offer meets the minimum threshold (e.g., price too high)

Why it matters:

Winning the Buy Box is essential to drive sales. If your product isn’t in the Buy Box, customers must click deeper to find your offer - dramatically reducing conversion.

💡 Example: If you and three other sellers offer the same toothbrush, but your FBA offer is the cheapest with fast shipping - your listing likely wins the Buy Box.

In short: The Buy Box is the key real estate on an Amazon product page - the seller who wins it gets the sale.