As an Amazon seller, you know that winning the Buy Box can make or break your business. The Buy Box is the section on an Amazon product page where customers can add items to their shopping cart with just one click.

And if you’re not in the Buy Box, you risk losing sales to other sellers who are.

But how do you win the Buy Box?

In this article, we’ll dive into the Amazon Buy Box algorithm, explain why it matters for sellers, and give you tips and tricks to increase your chances of winning it. We’ll also touch on alternative selling methods and what happens if you miss out on the Buy Box.

So, get ready to take your Amazon sales to the next level and learn how to win the Buy Box.

What is Amazon Buy Box?

You may have noticed that when you shop on Amazon, there’s a little box on the right side of the page with a button that says ‘Add to Cart’ – that’s the coveted Buy Box, and it can make a huge difference in your sales.

The Buy Box is the area on an Amazon product detail page where customers can start the purchasing process by adding items to their shopping carts. The Buy Box is important because the majority of sales on Amazon come from that box.

The Buy Box is not owned by any one seller, but it rotates among the sellers who are eligible to win it. Eligibility is based on factors such as seller rating, shipping time, price, and availability. The Buy Box algorithm takes these factors into account and determines which seller wins the Buy Box.

Winning the Buy Box means that your product will be highlighted and featured prominently on the product detail page, and it will be the default option for customers to add to their shopping cart.

In order to win the Amazon Buy Box, you need to optimize your product listings and ensure that you meet all of the eligibility requirements. This means having competitive pricing, fast and reliable shipping, and excellent customer service.

By winning the Buy Box, you’ll increase your visibility and reach more customers, which can result in increased sales and revenue.

The Amazon Buy Box Algorithm: A Timeline

Have you ever wondered how the algorithm that determines who wins the Amazon Buy Box has evolved?

Well, wonder no more!

The Buy Box algorithm has undergone several changes since its inception in the early days of Amazon.

Initially, the algorithm was quite simple and relied heavily on price. The seller with the lowest price would win the Buy Box.

However, as Amazon grew in popularity and more sellers joined the platform, the algorithm became more complex.

In the early 2000s, Amazon introduced the concept of seller performance metrics. These metrics included things like shipping time, order cancellation rate, and customer feedback. Sellers who performed well in these metrics were more likely to win the Buy Box, even if they weren’t the lowest-priced option.

In 2010, Amazon introduced the concept of Fulfilled by Amazon (FBA), which allowed sellers to store their inventory in Amazon’s warehouses and have Amazon handle shipping and customer service. Sellers who used FBA were given a significant advantage in the Buy Box algorithm.

Today, the Buy Box algorithm is more complex than ever. In addition to price and seller performance metrics, the algorithm also takes into account factors like inventory levels, shipping speed, and the number of returns a seller has.

It’s important to note that the algorithm is constantly changing, and Amazon doesn’t disclose exactly how it works.

However, by focusing on providing great customer service, using FBA, and pricing your products competitively, you can increase your chances of winning the Buy Box and boosting your sales on Amazon.

Why Buy Box Matters for Sellers?

When multiple sellers are offering the same product, the seller who has the Buy Box wins the sale. This means that having the Buy Box can significantly impact your sales, as it makes it easier and quicker for customers to make a purchase.

Here are three reasons why the Buy Box matters for sellers:

1.     More sales

With the Buy Box, you can increase your sales by making it easier for customers to buy your products. The Buy Box is prominently displayed on the product detail page, and customers are more likely to click on it and add the product to their cart.

2.     Increased visibility

Winning the Buy Box means that your product is more visible to customers, which can lead to more sales. The Buy Box is located above the product description and is the first thing customers see when they visit the product detail page.

3.     Trust and credibility

Customers trust Amazon and are more likely to buy from sellers who have the Buy Box. Winning the Buy Box means that Amazon has recognized you as a reliable and trustworthy seller, which can lead to more sales and repeat customers.

Who Can Win the Buy Box?

To be eligible to win the Amazon Buy Box, you need to meet certain requirements. These include having a professional seller account, maintaining high seller ratings, and offering competitive pricing.

Eligibility Requirements

You need to meet certain criteria to be eligible for the coveted spot that gives you an edge in the marketplace. Amazon has established certain requirements that sellers must meet to qualify for buy box wins.

1.     Professional seller account

This means that you must pay a monthly subscription fee and meet certain performance standards.

2.     High level of customer service

which includes providing timely and accurate responses to customer inquiries and resolving any issues quickly.

3.     Competitive pricing and vast shipping options

Additionally, you need to offer competitive pricing and shipping options to be considered for the buy box.

How Can I Win the Buy Box?

So, you wanna win the Buy Box on Amazon? Well, there are a few factors that can influence your chances.

It’s like a game of chess. Understanding the factors that influence your chances of success in the Amazon buy box game can give you a strategic advantage over your competition.


To increase your chances of winning the buy box, consider the following factors:

·      Availability

Make sure you have enough inventory in stock to meet demand. Running out of stock can hurt your chances of winning the buy box.

·      Pricing

Offer competitive prices for your products. Amazon considers the price of your product as a key factor in determining who wins the buy box.

·      Amazon SEO

Optimize your product listings with relevant keywords, high-quality images, and detailed descriptions. This can improve your chances of winning the buy box by increasing visibility and conversion rates.


As a seller, understanding the metrics that Amazon uses to determine who wins the buy box is crucial.

The buy box is the coveted spot on the product page where customers can easily add an item to their cart and make a purchase. Winning the buy box means more sales and higher visibility for your products.

Amazon uses a variety of metrics to determine who wins the buy box, including seller ratings, shipping times, and pricing.

·      Seller ratings

These are based on customer feedback, and Amazon considers both the number of ratings and the overall rating when determining who wins the buy box.

·      Shipping times

Shipping times are also important, with faster shipping times giving sellers an advantage.

·      Pricing

It is a major factor, but it’s not just about having the lowest price. Amazon considers a variety of factors, including whether you offer free shipping, whether you’re a Prime seller, and how your price compares to other sellers for the same product.


As a seller, you want to optimize your product listings and pricing to increase your chances of winning the Buy Box.

Here are some tips to help you get started:

1.     Maintain competitive pricing.

One of the most important factors in winning the Buy Box is pricing. You need to keep your prices competitive with other sellers to increase your chances of winning the Buy Box. Use Amazon’s pricing tools to monitor your competitors’ prices and adjust your prices accordingly.

2.     Improve your seller metrics.

As we discussed earlier, seller metrics play a critical role in winning the Buy Box. Ensure that you maintain high feedback ratings and timely order fulfillment to improve your chances of winning the Buy Box.

3.     Optimize your product listings.

Product detail pages are the backbone of your sales on Amazon. Optimize your product listings with high-quality images, detailed descriptions, and accurate product information to increase your chances of winning the Buy Box.

Alternative Selling Methods to Amazon Buy Box

Surely, the Amazon marketplace is a competitive place, to begin with. And, inevitably, you will not always have the coveted Buy Box.

While the Amazon buy box is undoubtedly a valuable tool for sellers, it shouldn’t be the only method you rely on to sell your products.

To sell your products on Amazon without relying solely on the buy box, you can explore other selling methods.

·      Amazon Advertising

One option is to utilize Amazon’s advertising platform to target specific audiences.

You can use Amazon’s advertising platform to bid on specific keywords related to your product. This can help increase your visibility in search results.

By combining these tactics with social media promotion, you can create a comprehensive strategy to drive more traffic to your store and increase sales.

·      Social Media promotions

Another is to promote your products through social media channels like Instagram and Facebook.

·      Amazon SEO

By investing in Amazon SEO strategy and search engine optimization, you can improve your product listing’s ranking in search results. This can drive more traffic to your store.

One way to improve your Amazon SEO strategy is by optimizing your product listing’s title, description, and keywords. Amazon’s algorithm uses these elements to determine how relevant your product is to a customer’s search query.

And if you want to get started on product listing optimization, here’s our Internal Amazon Listing Optimization template.

Missed/Suppressed and Lost Amazon Buy Box

If you’ve been selling on Amazon for a while, you may have encountered the terms ‘missed’ or ‘suppressed’ Buy Box. These terms refer to situations where your product listing is not eligible to compete for the Buy Box.

Common Reasons

Discover the most frequent stumbling blocks that prevent you from getting the coveted spot on the Amazon buy box. First and foremost, pricing is a major factor. If your prices are higher than your competitors, you’re less likely to win the buy box. However, it’s not always about having the lowest price.

Amazon also takes into account factors such as shipping costs, seller ratings, and fulfillment methods when determining who gets the buy box. Therefore, it’s important to have competitive pricing while also offering good customer service and fast, reliable shipping.

Another common reason for losing the Amazon buy box is not meeting Amazon’s performance metrics. This includes things like order defect rate, late shipment rate, and cancellation rate. To ensure you meet these metrics, make sure you’re accurately tracking your inventory and shipping out orders on time.

Additionally, having a high number of returns or negative feedback can also hurt your chances of winning the buy box.

By focusing on providing excellent customer service and keeping your performance metrics in good standing, you can increase your chances of winning the Amazon buy box and boosting your sales on the platform.

What Happens if I Miss Having the Amazon Buy Box?

Not having the Amazon Buy Box can be detrimental to your sales as a seller. Studies have shown that up to 90% of sales go to the seller who holds the Buy Box. This means that if you miss out on the Buy Box, you may be losing out on a significant portion of potential sales.

One of the main reasons why the Buy Box is so important is because it allows customers to easily add products to their cart and make purchases. Without the Buy Box, customers may have to search for your product or even navigate away from your page to find it, which can lead to frustration and ultimately, lost sales.

Additionally, holding the Buy Box can increase your visibility on Amazon, making it easier for potential customers to find your products and ultimately boosting your sales.

If you miss having the Amazon Buy Box, don’t panic. There are ways to improve your chances of winning it back. Start by reviewing your pricing, fulfillment options, and overall customer experience.

Make sure your products are priced competitively and that you’re offering fast and reliable shipping. Additionally, consider improving your customer service by promptly responding to inquiries and resolving any issues customers may have. By focusing on these areas, you can improve your chances of winning the Buy Box and ultimately increase your sales on Amazon.


Are you going to sit back and let your competitors win the Buy Box, or are you going to step up your game and take control of your sales? Think about it this way: every time you lose the Buy Box, you’re losing potential sales and revenue.

On the other hand, winning the Buy Box can give you a competitive advantage and increase your chances of making a sale. So, what’s it going to be? Will you let the Buy Box slip through your fingers, or will you rise to the challenge and win big on Amazon?

The choice is yours.

And if want professional help with the Buy Box and the rest of your challenges with Amazon selling, Signalytics could be your reliable partner. Learn more about our services here.

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