How to Win the Amazon Buy Box In 2025: Ultimate Guide

Mastering the Amazon Buy Box in 2025: Essential Guide

In this guide, we’ll break down everything you need to know about the Amazon Buy Box (also known as the Featured Offer), how its algorithm works, how to verify your eligibility, and most importantly, how to secure your spot in the Buy Box.

🛒 Quick Tip: How to Win the Amazon Buy Box?

“To secure the Amazon Buy Box, prioritize competitive pricing, Prime shipping, outstanding seller performance metrics, and maintaining adequate stock levels.“

Over 80% of Amazon orders are placed through Buy Box sellers, highlighting its critical role in achieving success as an Amazon FBA seller.

Why It Matters: Winning the Buy Box can be the difference between thriving or struggling on Amazon.

How the Buy Box Works: General Insights

• FBA Advantage: FBA sellers can often price 10-15% higher than FBM sellers and still win the Buy Box.

• Sharing Orders: FBA sellers matching the Buy Box price may share a portion of total sales.

• Not Just Price: Many sellers believe the lowest price guarantees the Buy Box, but Amazon’s algorithm considers multiple factors beyond price.

Why the Buy Box is Crucial for Sellers

“More than 80% of orders go to Buy Box sellers.”This statistic underscores why dominating the Buy Box is essential for success. The position significantly increases visibility and sales potential.

Next Steps: Unlocking the Buy Box

We’ll guide you through the factors that influence the Buy Box algorithm and provide actionable strategies to help you secure more wins. From pricing tactics to optimizing performance metrics, you’ll learn how to make the Buy Box work for your business.

Let’s dive in and start increasing your share of Buy Box orders! 🚀

Understanding the Amazon Buy Box

The Amazon Buy Box is the prominent section on a product page where customers can quickly add an item to their cart or make an instant purchase. Winning the Buy Box is vital for sellers, as it drives visibility and sales. Amazon selects the seller for the Buy Box based on criteria such as pricing, shipping speed, customer service, and overall seller performance.

When a customer clicks the “Add to Cart” button, they are purchasing from the seller currently holding the Buy Box for that product.

🔔 Buy Box vs. Featured Offer 🔔

Amazon has rebranded the Buy Box as the Featured Offer. Both terms refer to the same thing and will be used interchangeably in this guide.

The ‘Other Sellers on Amazon’ Box

If you don’t win the Buy Box, you might still appear in the ‘Other Sellers on Amazon’ box, where up to three additional sellers are displayed.

• These sellers can still receive a share of orders.

• Eligible sellers may rotate in and out of the main Buy Box over time.

The Amazon Offer Listing Page

Sellers who don’t make it into the Buy Box or ‘Other Sellers on Amazon’ box are listed on a separate Offer Listing Page.

• Offers here are sorted by total delivered price (item price + shipping).

• Unlike the Buy Box, no other performance metrics are considered for sorting.

• Both FBA and FBM sellers are treated equally on this page.

Customer Preferences:When choosing from the Offer Listing Page, buyers may prioritize factors beyond price, such as:

• Seller feedback score (e.g., 100% positive reviews).

• Business attributes (e.g., LLC or LTD designation).

• Lead time for delivery.

The Buy Box on Amazon Mobile

The mobile app experience emphasizes the importance of winning the Buy Box even more.

• Often, there is no direct link to the ‘Other Sellers’ section on the mobile app.

• As a result, the Buy Box holder captures a higher percentage of total orders.

How the Buy Box Displays on Mobile:Winning the Buy Box ensures that your offer is prominently featured, making it easier for mobile users to purchase directly from you.

Understanding how the Buy Box works—and optimizing your approach to win it—can dramatically improve your sales and visibility on Amazon.

Why is the Amazon Buy Box So Important?

Boosts Sales

Winning the Amazon Buy Box (now called the Featured Offer) is critical for maximizing your sales. Over 80% of all sales on Amazon come from Buy Box offers. If you're not in the Buy Box, you're likely missing out on a substantial share of potential sales.

Most shoppers don’t click through to see all sellers for a product. Instead, they simply hit “Add to Cart”, assuming it’s the best price and offer. Many buyers aren’t even aware multiple sellers exist for the same product.

Enables Amazon PPC Ads

Owning the Buy Box allows sellers to create Amazon PPC ads, which can further boost visibility and sales. This is especially important for private label sellers, as you can’t run ads on your product listings if you don’t control the Buy Box.

Understanding Buy Box Eligibility

Before diving into strategies to win the Buy Box, you must meet Amazon’s basic eligibility requirements.

Requirements for Buy Box Eligibility

1. Professional Seller Account: Only sellers with a Professional Seller Plan are considered for Buy Box eligibility.

2. New Product Condition: Products must be listed as new to qualify. Used items compete in a separate ‘Buy Used Box’, governed by different rules.

Amazon evaluates all eligible sellers using a complex algorithm to determine Buy Box rotation. Sellers meeting these requirements are eligible for a share of the Buy Box.

How the Buy Box Rotation Works

The share of the Buy Box each seller receives is based on:

• Seller performance metrics

• Competitive pricing

• Sales history

• Stock availability

For example, a seller with excellent metrics, plenty of inventory, and a strong sales record may hold the Buy Box for 75% of the day, while other eligible sellers rotate during the remaining 25% of time.

How to Check Your Buy Box Eligibility 🕵️‍♂️

1. Go to Amazon Seller Central and navigate to your ‘Inventory’ page.

2. Select ‘Manage Inventory’ and click ‘Preferences’.

3. Enable the option for ‘Featured Offer eligible’ under the ‘Price’ column.

4. Add additional columns like ‘Competitive price’, ‘Lowest price’, and ‘Shipping cost’ for more insights.

A green checkmark will indicate products that meet the criteria for Buy Box eligibility.

What is Buy Box Suppression?

On some listings, the Buy Box may be entirely absent, replaced by a “See All Buying Options” button. This phenomenon is called Buy Box suppression and can negatively affect sales, as customers may assume the product is unavailable.

Reasons for Buy Box Suppression:

• Prices are significantly higher than the MSRP or recent market rates.

• Violations of Amazon’s policies, including quality or inventory issues.

• Sellers not meeting Buy Box eligibility criteria.

Even private label sellers can face suppression, often due to being new or having weak account metrics.

Fixing a Suppressed Buy Box:

• Send inventory to FBA for improved fulfillment speed.

• Lower your price temporarily to build sales history.

• Focus on improving feedback and account health.

How to Monitor Your Buy Box Share

Tracking your Buy Box percentage can help you understand how often your offers win the Buy Box and identify areas for improvement.

1. Go to Amazon Seller Central > ‘Reports’.

2. Click on ‘Business Reports’ > ‘By ASIN – Detail Page Sales and Traffic’.

3. View your Buy Box percentage for each ASIN.

This data allows you to analyze your performance and make adjustments to increase your share of the Buy Box.

Winning and maintaining the Buy Box is essential for maximizing sales and success on Amazon. By understanding how it works and monitoring your metrics, you can take actionable steps to dominate the Featured Offer position. 🚀

Competing Against Amazon as a Seller 😱

When Amazon itself is a seller, it competes for the Buy Box just like any other FBA seller. However, Amazon is presumed to have "perfect" performance metrics, making it a formidable competitor.

Don’t Fear the Competition:Even though Amazon’s metrics are top-tier, you can still win the Buy Box by outperforming in areas like price, stock availability, or sales history. Many sellers successfully compete with Amazon, sometimes even with a higher price.

Key Metrics in the Amazon Buy Box Algorithm 👨‍🏫

Amazon’s Buy Box algorithm evaluates various factors to determine which seller wins at any given time. While the exact formula is unknown, these 10 factors are considered critical:

1. Fulfillment Method

• FBA (Fulfilled by Amazon): Strongly favored for Buy Box eligibility. Even if other factors are equal, FBA sellers are more likely to win.

• SFP (Seller Fulfilled Prime): Allows sellers to provide Prime benefits while handling their own inventory. This increases Buy Box chances compared to standard FBM.

• FBM (Fulfilled by Merchant): Requires perfect performance metrics to compete with FBA sellers.

Pro Tip: While FBA incurs additional costs, the increased likelihood of winning the Buy Box often offsets these expenses.

2. Pricing Strategy

Although price is a key factor, it isn’t always about offering the lowest price. Sellers with better metrics can win the Buy Box even at higher prices.

Pro Tip: Maintain excellent performance metrics to win more Buy Boxes at competitive prices, resulting in higher profitability.

3. Shipping Lead Time

Faster shipping times greatly improve your chances of winning the Buy Box. FBA’s quick fulfillment gives sellers an edge over slower FBM sellers.

4. Product Availability

Having sufficient stock or offering back-ordered products can influence the Buy Box. FBA items often allow back-ordering, keeping them eligible for the Buy Box even when temporarily out of stock.

5. Order Defect Rate (ODR)

ODR includes metrics like negative feedback, A-Z Guarantee claims, and chargebacks. Keeping your ODR below 1% is essential not only for Buy Box eligibility but also to avoid account suspension.

6. Sales History

A strong sales record for a product increases your chances of winning the Buy Box. The more units you sell, the stronger your position becomes.

7. Shipment and Tracking Rates

FBM sellers must maintain a Valid Tracking Rate near 100% and a Late Shipment Rate below 4% to remain competitive. Poor shipping metrics will disqualify you from the Buy Box.

8. Seller Feedback

Your recent feedback rating significantly impacts your eligibility. Consistently high feedback scores boost your chances.

9. Customer Response Time

Responding to customer inquiries within 24 hours is crucial. A single delayed response can lead to losing the Buy Box, which may take weeks to recover.

10. Stock Levels

Stock availability is a decisive factor. Sellers with sufficient inventory are more likely to win the Buy Box compared to those with low stock levels.

Competing Strategies

Understanding these factors is just the beginning. To win the Buy Box consistently, sellers need tailored strategies that align with the Buy Box algorithm. Dive deeper into specific techniques to maximize your chances of success and boost sales! 🚀

Six Proven Strategies to Dominate the Amazon Buy Box 🚀

Finding the most efficient ways to increase your Buy Box share can significantly boost your Amazon sales. Consider these strategies and choose the ones that align best with your products and business model.

🟢 1. Prioritize Fulfillment by Amazon (FBA)

Switching to FBA is the single most impactful change you can make to increase your chances of winning the Buy Box.

• Why It Works: Amazon trusts its own fulfillment system, giving FBA sellers an edge over FBM competitors.

• Additional Benefits: FBA improves other key metrics like shipping speed and customer satisfaction, increasing your Buy Box eligibility.

• Pro Tip: Even if you plan to use FBM or SFP in the future, starting with FBA helps establish your account and secure initial sales.

For multi-platform sellers, Amazon’s Multi-Channel Fulfillment (MCF) allows you to fulfill orders from other platforms using your FBA inventory.

🟢 2. Optimize Your Order Defect Rate (ODR)

Your ODR reflects your customer service performance and directly impacts your Buy Box eligibility. Keep your ODR below 1% to remain competitive.

• Fixing High ODR:

  • Quickly increase your total order volume with a high-demand, low-cost product to dilute defect percentages.

  • Accept short-term losses on a product to protect your long-term Buy Box eligibility.

Pro Tip: Avoid account suspension by proactively managing ODR issues. Suspension appeals can take weeks or months, during which you lose sales.

🟢 3. Enhance Your Sales History

If another seller dominates the Buy Box for a product you’re targeting, focus on building recent sales velocity.

• How to Do It:

  • Temporarily undercut the competition to secure the Buy Box, even at a small loss.

  • Gradually increase your price once you’ve held the Buy Box long enough to improve your sales metrics.

Pro Tip: Recent sales velocity is heavily weighted in Amazon’s algorithm, allowing you to maintain the Buy Box even at higher prices later.

🟢 4. Maintain Positive Seller Feedback

Customer feedback plays a crucial role in your Buy Box performance.

• FBA Advantage: Negative feedback tied to FBA orders can often be removed, as fulfillment issues are Amazon’s responsibility.

• FBM Challenges: FBM sellers face higher rates of negative feedback and fewer options for resolving issues, making it harder to compete.

Pro Tip: Regularly check for negative feedback and address it promptly to minimize its impact on your metrics.

🟢 5. Use Strategic Pricing

Price is a major factor in winning the Buy Box, but it’s not just about being the cheapest.

• Repricing Software: Use automated tools to adjust prices dynamically based on competitors while protecting your profit margins.

• Avoid Price Wars: Match the Buy Box price instead of undercutting competitors. A shared Buy Box benefits all sellers without eroding margins.

• Consider Bundles: If competition is too intense, create product bundles to differentiate your offerings and avoid direct price battles.

Pro Tip: Never price significantly above the Manufacturer’s Suggested Retail Price (MSRP), as this can disqualify you from the Buy Box.

🟢 6. Maintain Steady Stock Levels

Running out of stock can damage your Buy Box share and sales velocity, making it harder to regain your position.

• Best Practices:

  • Use Amazon’s forecasting tools to anticipate demand and manage inventory effectively.

  • Keep emergency stock for peak periods and unexpected surges in demand.

  • Work closely with suppliers to minimize restocking delays.

Pro Tip: Higher stock levels boost Amazon’s confidence in your ability to fulfill orders, increasing your Buy Box chances. Balance this with storage costs for optimal profitability.

Final Thoughts

These strategies can help you secure and maintain a larger share of the Amazon Buy Box, boosting visibility and sales. Tailor your approach to align with your business goals and product offerings for maximum success! 🚀

Enhance Your Buy Box Share with Repricing Tools

Effective repricing strategies can significantly increase your chances of winning the Amazon Buy Box. Here's a breakdown of various repricing options and how to use them strategically to maximize your Buy Box share.

Manual Repricing

• Challenges:

  • Time-consuming if you manage many SKUs.

  • Difficult to compete with sellers using automated repricing tools.

• Tips for Manual Repricing:

  • Set a price you’re comfortable with and monitor competitor stock levels using tools like Keepa.

  • If competitors frequently run out of stock, you can maintain your price and wait for your turn at the Buy Box.

  • For competitive ASINs with no stock-outs, consider lowering your price, clearing inventory, and moving on.

  • Adjust prices weekly or monthly to test small changes and identify what helps secure the Buy Box.

Amazon’s Automate Pricing Tool

• Advantages:

  • Free to use.

  • Automates price adjustments within basic parameters.

• Limitations:

  • Limited customization.

  • Prioritizes offering the best deal to customers over maximizing seller profits.

• Pricing Rules in Automate Pricing:

  1. Competitive Featured Offer Rule:

     • Adjusts your price to be below, match, or above the Featured Offer.

     • Stops repricing once you win the Buy Box.

  2. Competitive Lowest Price Rule:

     • Adjusts your price relative to the lowest-priced offer.

     • Compares your price to the next lowest price if you’re already the lowest.

Source: Amazon Seller Central Help

Advanced Repricing Software

• Why Intelligent Repricers Are Better:

  • Allow for more complex rules tailored to your strategy.

  • Enable selective competition, targeting specific sellers.

  • Automatically increase prices when competitors run out of stock, boosting profitability.

• Impact:

  • Users report a 35% average increase in sales and Buy Box share.

• Recommended Tool:

  • BQool Amazon Repricer offers advanced functionality and supports all marketplaces.

  • Features include dynamic pricing adjustments and free trials to test its effectiveness.

Start a free trial of BQool Repricer today ◥

Key Takeaways for Winning the Buy Box

1. Focus on Metrics: Maintaining excellent performance metrics is crucial.

2. Leverage FBA: Using Fulfillment by Amazon gives you a significant edge.

3. Intelligent Repricing: Utilize advanced tools like BQool to optimize pricing and profitability.

By combining these strategies, you can enhance your chances of winning the Buy Box, driving more sales and revenue for your Amazon business.

Join the Conversation

Have questions or want to share your own strategies for winning the Buy Box? Drop a comment below to help other Amazon sellers in the community.

Also, join our supportive Amazon FBA Facebook Group:

Amazon FBA Selling for Beginners & Pros – Whether you’re just starting or a seasoned seller, connect with like-minded individuals and share insights! 😎

Helpful Resources for Amazon Sellers

• 📝 Beginner’s Guide to Selling on Amazon: Start your journey with step-by-step guidance. ◥

• 📝 Try BQool Repricer: Test intelligent repricing software with a free trial to optimize your pricing strategy.

• 📝 Keepa Chrome Extension: Monitor stock levels, pricing trends, and Buy Box activity seamlessly.

Wishing You Success and Happy Selling,James 🙂

Frequently Asked Questions About Winning the Buy Box

Q: Does Amazon share the Buy Box with other sellers?

A: Yes, Amazon shares the Buy Box like any other FBA seller on most products. However, if they have significant stock, they may dominate the Buy Box. To compete, you’ll need perfect metrics and competitive pricing.

Q: What does the term “Buy Box” mean?

A: The Buy Box, now called the Featured Offer, is a section on Amazon product pages where customers can directly add items to their cart or purchase. The Buy Box winner is typically the seller offering the best overall value.

Q: Why am I not winning the Buy Box for my private label product?

A: Common reasons include:

• Poor performance metrics.

• Being a new seller.

• Not using FBA.

• Recent price changes.

Q: Why is there no Buy Box on a product listing?

A: The absence of a Buy Box occurs when none of the sellers meet Amazon’s eligibility criteria. This often happens if prices are set above the Manufacturer’s Suggested Retail Price (MSRP).

Q: Can new sellers win the Buy Box?

A: Yes, new sellers can win the Buy Box if they:

• Have a professional account.

• Sell products in new condition.

• Use FBA to enhance their chances.

Q: What does “Buy Box percentage” mean?

A: The Buy Box percentage shows how often you were the Featured Offer for a product. For example, a 10% Buy Box percentage means you held the Buy Box for one out of every ten views of the product page.

Q: Can third-party sellers beat Amazon for the Buy Box?

A: Yes, third-party sellers can win a share of Buy Box sales if they have competitive metrics, stock availability, and pricing.

Q: What’s the difference between the Featured Offer and the Buy Box?

A: The Featured Offer is simply the updated name for the Buy Box since 2023. They are identical in functionality.

Q: Does using FBA guarantee the Buy Box?

A: While FBA doesn’t guarantee the Buy Box, it significantly increases your chances by providing Prime eligibility and faster shipping—key factors in Amazon’s Buy Box algorithm.

Q: How often does Amazon rotate the Buy Box between sellers?

A: The Buy Box rotation occurs frequently, sometimes multiple times a day, depending on price, stock levels, and seller performance metrics.

Q: What is considered a good Buy Box percentage?

A: A “good” percentage depends on the product’s sales volume and the number of competing sellers. Any percentage share indicates eligibility, and you can improve it by optimizing account health, maintaining inventory, using FBA, or adjusting pricing.

Use these tips and tools to maximize your Buy Box share and elevate your Amazon business! 🚀