80% of Amazon sales go through the Buy Box. That means only a small portion is left for sellers who don’t win it. If you’ve been wondering why your products aren’t selling as much as expected, the Buy Box might be the reason.
This comprehensive guide on how to win Amazon Buy Box will show you from the definitions, key factors, to 7 experts’ tips to win the Buy Box on Amazon.
Key Takeaways:
✅ Winning the Buy Box can lead to a substantial increase in sales and access to exclusive advertising opportunities such as Amazon’s Pay-Per-Click (PPC) ads.
✅ If multiple sellers have similar pricing and performance, Amazon may rotate the Buy Box to give each a share of sales.
✅ Amazon’s sophisticated algorithm considers multiple factors when determining the Buy Box winner.
✅ Key factors for Buy Box’s success include competitive pricing, strong seller performance metrics, sufficient inventory, and efficient fulfillment methods like FBA.
✅ Becoming a Prime seller through FBA or SFP meaningfully enhances your chances of winning the Amazon Buy Box because of the fast and reliable shipping.
What is the Amazon Buy Box?
Amazon Buy Box is the white box on the right side of a product page, featuring the notable “Add to Cart” and “Buy Now” buttons.
It is where the majority of Amazon sales occur because shoppers can quickly purchase items without selecting a seller, as the Buy Box assigns the sale to one specific seller among multiple sellers offering the same product.
The Buy Box shows important information like the product price, delivery details, and sometimes the seller’s name. Also, only one seller “wins” the Buy Box at a time, determined by Amazon’s algorithm based on various factors.
Benefits of winning the Amazon Buy Box
In short, the Buy Box is the gateway to significantly increased sales and exclusive advertising opportunities. Let’s delve into why securing the Buy Box should be a top priority for any Amazon seller.
Increase your sales chances
Amazon Buy Box isn’t just a convenient feature; it’s the primary path to purchase for most customers. Research indicates that a staggering 80% of Amazon sales go through the Buy Box, and this percentage is even higher for mobile purchases. This means if you’re not winning the Buy Box, your product visibility is severely limited, and your sales potential takes a massive hit.
When your product appears in the Buy Box, it automatically becomes the default choice for customers. They can add it to their cart with a single click.
Create Amazon PPC ads
Knowing how to win Amazon Buy Box not only opens the floodgates to organic sales but also grants you access to Amazon’s Pay-Per-Click (PPC) advertising platform. This great tool allows you to create targeted ads that appear prominently in search results as well as on product detail pages. However, there’s a catch – only sellers who win the Buy Box are eligible to run these PPC campaigns.
This combination of organic sales through the Buy Box and targeted advertising through PPC campaigns can create a snowball effect, propelling your products to the top of the Amazon rankings.
Expand Beyond Amazon with Multichannel Selling
Winning the Buy Box can boost sales, but long-term growth means not depending on a single platform. LitCommerce helps you list, sell, and advertise your products on 20+ channels seamlessly.
How Does the Buy Box Work?
The Amazon Buy Box works through a sophisticated algorithm that determines which seller’s offer is featured in the Buy Box on a product detail page. To understand how to win the Buy Box on Amazon, you first need to know how this algorithm works.
This algorithm evaluates several key factors to choose the best seller to give customers the optimal buying experience. Some key factors that influence the Buy Box algorithm include fulfillment methods, landed price, shipping time, stock availability, and more.
The Buy Box isn’t static. Amazon’s algorithm continuously reevaluates eligible sellers, so the winner can change every hour or day.
If multiple sellers have similar pricing and performance, Amazon may rotate the Buy Box to give each a share of sales. The rotation frequency depends on the product’s popularity and the number of eligible sellers.
8 Key Factors for Winning Amazon Buy Box
Learn how to win an Amazon buy box, let’s discover the essential eligibility factors. Achieving excellence in these factors and providing an exceptional customer experience is the most effective way to gain a share of the Buy Box.
1. Fulfillment method
The fulfillment method is the most important factor when it comes to winning the Buy Box. FBA receives a perfect score from Amazon for various variables, including shipping method, on-time delivery, and inventory depth, making it challenging for merchants to outperform FBA sellers.
Sellers enrolled in Seller-Fulfilled Prime have a higher chance of winning the Buy Box compared to FBA sellers. To participate in the Seller-Fulfilled Prime program, sellers must demonstrate strong performance metrics and a proven track record of meeting customer expectations.
2. Landed price
The landed price is the total cost to the customer, including shipping.
A common misconception is that having the lowest price guarantees winning the Buy Box. While a lower price does increase the likelihood of winning a share of the Buy Box, it is just one of the criteria, albeit an important one.
3. Shipping time
The time taken by a seller to ship an item, known as the shipping time, has a significant impact on winning the Amazon Buy Box, especially for items like birthday cards and perishable goods.
Shipping time is categorized into the following brackets, considering only working days: 0-2 days, 3-7 days, 8-13 days, 14 or more days. The shipping time can be viewed on the product detail page, indicating the estimated delivery date.
4. Stock availability
Typically, if a seller doesn’t have the item in stock, they can’t win the Buy Box, and it will rotate to another seller. Therefore, it is crucial for sellers to maintain sufficient stock levels for their best-selling products.
An exception to this rule is when a product can be listed as “back-ordered,” accompanied by a note on the product page. Backordered items can still be featured in the Buy Box, but products that are immediately available are preferred.
5. Order defect rate
The Order Defect Rate (ODR) is a crucial performance metric that directly impacts how to win the Buy Box Amazon.
It consists of three metrics: negative feedback rating, A-Z guarantee claim rate, and service chargeback rate. Amazon calculates these metrics to identify the number of defective orders. According to Amazon’s guidelines, the ODR should be below 1%, and sellers above this threshold may face penalties.
6. Valid tracking rate
This is a new performance metric introduced by Amazon, representing the percentage of total packages shipping with valid tracking. To maintain Buy Box eligibility, sellers should provide valid tracking numbers for 95% of packages shipped. Falling below this threshold could affect their chances of winning the Buy Box and selling within a specific category.
7. Late shipment rate
The Late Shipment Rate indicates the number of orders that ship later than the expected ship date. Sellers can set their handling time in Seller Central, and those who don’t will be assigned the default shipping time of 1-2 business days. A Late Shipment Rate below 4% improves the chances of securing a share of the Buy Box. This metric is available for the last seven and 30 days in Seller Central.
8. Response time
The last factor in how to win Amazon Buy Box is response time. Amazon gives priority to sellers who deliver fast and reliable customer service.
Sellers should respond to customer inquiries within 24 hours, with Amazon expecting 90% of questions answered on time. For competitive Buy Box eligibility, a response time of under 12 hours is recommended.
How to Check Buy Box Eligibility on Amazon
To determine Buy Box eligibility, sellers can refer to Seller Central inventory reports. The default view does not display the “Buy Box Eligible” column, but you can enable it by following these steps:
- Go to the Inventory tab, click Manage Inventory.
- Select Preferences.
- Choose Buy Box Eligible.
- Save the changes.
Note: Being Eligible for the Buy Box does not ensure that you will win the Buy Box. It only suggests that you are among the Sellers who are eligible for the Buy Box. So, how to get buy box in Amazon? Let’s break it down below.
How to Win Amazon Buy Box: 7 Tips to Success
We’ll break down how to win the Amazon Buy Box and help your business increase sales.
1. Offer fast, free shipping with tight delivery windows
Amazon’s algorithm strongly favors faster delivery windows. Next-day delivery or within 24-48 hours is often necessary, especially for popular products. Even small improvements in handling time, such as reducing from 2 days to 1 day, can give sellers an edge in the Buy Box competition.
To provide fast delivery, sellers can choose fulfillment options such as Fulfillment by Amazon (FBA), Seller-Fulfilled Prime, or even a hybrid approach. These methods help ensure reliable shipping speeds while keeping products Prime-eligible.
Additionally, offering free shipping improves Buy Box eligibility, as it aligns with customer preferences and Amazon’s goal of providing a low total cost for buyers. Sellers who combine fast shipping with free shipping tend to win the Buy Box more often.
2. Provide high price competitiveness
The Amazon Buy Box algorithm heavily favors competitive pricing. It’s not always about being the absolute lowest, but your price needs to be attractive to customers while still making certain a good profit margin. Remember, Amazon wants to provide customers with the best value, and price plays a crucial role in that equation.
Here’s how to optimize your pricing strategy for winning the Amazon Buy Box:
- Regularly monitor competitor prices: Monitor your competitors’ prices closely and adjust yours accordingly
- Use repricing tools: Many powerful repricing tools are available that can help you set dynamic pricing rules based on various factors, such as competitor prices, inventory levels, and sales velocity. Examples of such tools include Feedvisor, RepricerExpress, and Appeagle. These tools may save you time and assure you’re always in the running for the Buy Box.
- Factor in shipping costs: Since determining your final price, remember to account for shipping costs. Amazon considers these when evaluating your offer.
- Consider psychological pricing: Strategies like ending prices at .99 or using charm pricing (e.g., $19.95 instead of $20) can make your products appear more appealing to customers.
3. Keep excellent seller metrics
Several key metrics influence your ability how to win Amazon Buy Box. These include order defect rate, late shipment rate, pre-fulfillment cancel rate, customer service responsiveness, and overall customer satisfaction.
Maintaining excellent performance in these areas is essential for increasing your chances of winning the Buy Box:
- Order defect rate (ODR): Should be below 1%. This metric includes negative feedback, A-to-Z claims, and chargebacks.
- Cancellation rate: This is the percentage of orders canceled by the seller before shipment. A low cancellation rate indicates reliability and good inventory management.
- Late shipment rate: Should be less than 4% to ensure timely delivery and high customer satisfaction.
- Customer response time: Respond to buyer inquiries ideally within 24 hours to prevent dissatisfaction and negative feedback.
- Valid tracking rate & on-time delivery: Aim for over 90% valid tracking and more than 97% on-time deliveries.
4. List as a Prime seller
Being a Prime seller is another effective way on how to win Buy Box on Amazon. Amazon Prime members prefer purchasing from sellers who offer Prime shipping because it guarantees fast and reliable delivery. As a result, Amazon gives preference to Prime sellers when awarding the Buy Box.
Specifically, Seller-Fulfilled Prime (SFP) allows sellers to fulfill orders directly while still qualifying for the Prime badge, combining the benefits of Prime-level service without using Fulfillment by Amazon (FBA).
This status signals to Amazon’s algorithm that the seller meets high standards for speed, reliability, and customer service, giving these sellers a strong edge in Buy Box competition.
5. Provide a great customer experience
The next tip for the question of how to get Buy Box in Amazon is providing an excellent customer experience. Since it leads to higher ratings and better reviews, which are crucial factors in the Buy Box algorithm.
To enhance the customer experience, you should:
- Offer fast and free shipping: Whenever possible, offer fast and free shipping options to attract more buyers.
- Respond promptly to customer inquiries: Address customer questions and concerns promptly and professionally.
- Proactive issue resolution: Address negative feedback and complaints quickly. Offer refunds, replacements, or other remedies promptly.
6. Maintain high inventory levels
Maintaining strong inventory levels is crucial for consistently winning the Amazon Buy Box. If you frequently run out of stock, Amazon’s algorithm may punish you by not awarding you the Buy Box. Stockouts lead to lost sales and negatively impact your seller metrics, which can hurt your chances of winning the Buy Box in the future.
To avoid stockouts, you should implement an inventory management system that tracks your stock levels in real time and provides alerts when inventory is low.
Additionally, forecasting tools can help you predict future demand based on historical sales data, allowing you to plan your inventory levels more accurately.
Take Full Control of Your Inventory with LitCommerce.
LitCommerce’s multichannel selling tool helps you sync inventory across all channels and protects your store against overselling with instant alerts when stock runs low.
7. Offer free returns
The last tip on how to win Amazon Buy Box is to offer free return policies. Amazon prioritizes sellers who deliver excellent customer experiences, and a clear, hassle-free return policy is a critical part of that experience. Free returns lower buyer hesitation, increase conversion rates, and often result in higher seller ratings, all of which boost Buy Box eligibility.
Additionally, sellers who offer free returns demonstrate confidence in their product quality and commitment to customer service, which Amazon’s algorithm factors positively.
If you’re curious about the updated return policy changes on Amazon, check out this guide Amazon Return Policy Change: A Guide for Sellers
When Will Amazon Sellers Lose Their Buy Box?
While discovering how to win Amazon Buy Box, please keep in mind that you can also lose your Buy Box for various reasons. Understanding why you might lose them will help you avoid panicking and more easily find the solutions to get your Amazon Buy Box back.
Here are some common reasons why Amazon sellers might lose their Buy Box:
- Price increases: One of the primary reasons sellers lose the Buy Box is significant price increases. Amazon’s algorithm favors sellers who offer competitive pricing. If your prices are higher than those of other sellers offering the same product, you may lose the Buy Box to a lower-priced competitor.
- Inventory issues: Running out of stock can lead to the loss of the Buy Box. Amazon prioritizes sellers who can consistently meet customer demand. If your inventory is frequently depleted, Amazon may award the Buy Box to a seller with more reliable stock levels.
- Poor seller metrics: Customer service metrics play a vital role in maintaining the Buy Box. High order defect rates, late shipments, and negative feedback can all negatively impact your standing. Sellers with better performance metrics are more likely to retain the Buy Box.
- Shipping performance: Slow or unreliable shipping can cause you to lose the Buy Box. Amazon prefers sellers who can deliver products quickly and efficiently. Using Fulfillment by Amazon (FBA) often helps maintain good shipping performance.
- Account health: Violations of Amazon’s policies can result in losing the Buy Box. These include issues like selling counterfeit products, misleading listings, or violating pricing policies.
- Another seller joins your listing: If another seller joins your listing, you’ll be competing for the Buy Box. Amazon’s algorithm evaluates various factors to decide who wins. If the new seller offers a better combination of price, seller performance, and shipping performance, they might take the Buy Box from you.
How to Win the Amazon Buy Box – FAQs
What is the Amazon Buy Box, and how does it work?
The Amazon buy box, located on the right side, enables customers to conveniently add products to their cart or make immediate purchases. However, not all products or sellers have access to the Buy Box, and competing for it can be highly challenging. The Amazon buy box winner is determined by a sophisticated algorithm that considers various factors.
How does a seller win the buy box on Amazon?
To win the Amazon Buy Box, sellers must offer competitive prices, maintain ample inventory, and provide fast shipping (often using FBA). Excellent seller metrics, positive customer feedback, and a great customer experience are also crucial.
What are the key factors that influence Buy Box placement?
The key factors that influence Amazon buy box placement include:
– Price (including shipping cost)
– Seller rating and performance metrics (such as order defect rate, cancellation rate, and late shipment rate)
– Availability and inventory levels
– Shipping options (such as speed and cost)
– Fulfillment method (whether the seller uses Fulfillment by Amazon or another method)
– Product listing quality (including images, description, and reviews)
However, the exact algorithm used to determine Amazon buy box placement is not publicly known and may be subject to change.
How can I improve my chances of winning the Buy Box?
To improve your chances of winning the Amazon buy box , you can consider the following strategies:
– Maintain high seller ratings and performance metrics.
– Keep inventory updated to avoid stockouts.
– Provide fast and reliable shipping, like using FBA.
– Optimize product listings for visibility and engagement.
– Utilize advertising options for increased sales.
– Adhere to Amazon’s policies for a good account standing.
What are the factors that affect winning Amazon Buy Box?
Here are some criteria you should consider when it comes to how to win Amazon Buy Box:
– Product price: The algorithm compares the prices of all the sellers who offer the same product and selects the seller with the most competitive price. However, it’s worth noting that the price isn’t the only factor determining who wins the buy box.
– Fulfillment method: Fulfillment method refers to how the seller ships the product to the customer. Amazon offers two primary fulfillment methods: Fulfillment by Amazon (FBA) and Merchant Fulfillment. Sellers who use FBA have a higher chance of winning the Buy Box since Amazon prioritizes speedy and reliable shipping.
– Seller rating: Amazon strives to offer its customers a safe and reliable platform, and they take a seller’s performance metrics seriously. These metrics include the order defect rate, cancellation rate, late dispatch rate, and customer feedback.
– Response time: Sellers should respond to customer inquiries within 24h.
Get That Amazon Buy Box and Rock Your Sales!
How to win Amazon Buy Box is a challenging task that necessitates a careful blend of strategic decision-making, operational excellence, and customer-centric practices.
By gaining a thorough understanding of the Buy Box dynamics, effectively leveraging FBA or FBM, and implementing targeted strategies, sellers can significantly enhance their likelihood of securing the Buy Box and generating higher sales on the Amazon platform. If you’re interested in more Amazon tips, you may want to consider taking a look at LitCommerce’s Retail Blog or contact us if you need further assistance.
