Winning the Amazon Buy Box: The Factors that Matter the Most


Are you looking to increase your sales on Amazon? One of the most important steps to increasing your sales is to win the Amazon Buy Box. It is a great way to increase your visibility, convert more customers, and ultimately increase your overall sales.

In the world of e-commerce, the Amazon Buy Box is one of the most coveted spaces for any seller.  According to BigCommerce, 82% of all sales on Amazon go through the Buy Box and with mobile purchases gaining popularity, the percentage is even higher for mobile.

But what are the key factors that go into winning the Buy Box? Knowing which factors are most important can be the difference between success and failure.

In this article, we’ll look at the key factors that you need to consider when looking to win the Amazon Buy Box. We’ll discuss the elements that are most important for success, and how you can use them to give yourself the best chance of winning the Buy Box and ultimately increasing your sales.

Table of Contents

What is the Amazon Buy Box?

The Amazon Buy Box is a key feature of the Amazon Marketplace. It is the prominent box that appears on the right-hand side of the product page, and it allows customers to quickly add a product to their cart and purchase it. The Buy Box is highly visible to customers and is therefore highly sought after by sellers.

Winning the Buy Box can have a significant impact on a seller’s sales, and it is, therefore, important to understand what factors contribute to winning the Buy Box.


Unless the product is private label, there may be a number of seller options for a buyer. The seller who has the Buy Box, at the time of sale, wins the conversion.

How Does the Amazon Buy Box Work?

The Buy Box is determined by an algorithm that takes into account a variety of factors. These factors include pricing, seller rating, seller performance, and shipping options. The algorithm is constantly changing and evolving and is designed to ensure that customers get the best possible experience when shopping on Amazon.

The Amazon Buy Box works by displaying the product and pricing information of the seller winning the Buy Box on a product detail page. When a customer clicks the “Add to Cart” or “Buy Now” button, the seller who is winning the Buy Box gets the sale.

All sellers will feature on the product page, however, those not winning the buy box appear in a much smaller box, beneath the Buy Box, which is often missed by customers browsing a page.


Amazon Buy Box Eligibility

Not all sellers are eligible to win the Buy Box. There are certain criteria sellers must have to compete for the Buy Box

  • Professional Seller Account – Only sellers with a Professional Seller Account are eligible for the Buy Box. An individual seller account is not eligible for the Buy Box.
  • Inventory Availability – sufficient stock available to meet demand
  • Product Condition – Only new items are eligible for the Buy Box, however, there is a separate Buy Box for used items.
  • Good Account Health – low order defect rate (ODR), cancellation rate, and late shipment rate are all taken into consideration when the algorithm determines the Buy Box.

Factors That Matter The Most

Amazon does not have a specific list of requirements for winning the Buy Box. Instead, the algorithm takes into account multiple factors which determine which seller wins the Buy Box for a given product. These factors can vary depending on the product category, seller performance, and customer behavior.

1. Price

Price is one of the most critical factors when it comes to winning the Buy Box. Amazon looks for competitive pricing that provides customers with the best value for their money. If you want to win the Buy Box, you need to price your product competitively.

However, you should be careful not to price too low, as this can lead to lower profit margins. Aim for a price that is competitive and profitable.

2. Fulfillment Method

The fulfillment method is the most important factor when it comes to winning the Buy Box. Amazon prioritizes sellers who use its fulfillment service, Fulfillment by Amazon (FBA), as it ensures fast and reliable shipping and better customer service.

Sellers who use Fulfillment by Merchant (FBM) can still win the Buy Box if they provide excellent customer service and reliable shipping.

If you want to win the Buy Box, you should consider using FBA.

3. Seller Rating

Amazon considers several seller metrics when determining Buy Box eligibility, including feedback rating, order defect rate, and late shipment rate. Amazon takes seller ratings seriously and gives preference to sellers who have good ratings.

Your seller rating is based on customer feedback and can be impacted by several factors, including shipping times, product quality, and customer service.

If you want to improve your seller rating, you should focus on providing excellent customer service and addressing any issues promptly.

4. Product Availability

If you want to win the Buy Box, product availability is an important factor you need to consider. If your product is out of stock, you will not be able to win the Buy Box.

Amazon wants to ensure customers can receive their products quickly, and if you don’t have the product in stock, you won’t be able to offer fast shipping times.

Maintaining adequate inventory levels is crucial for Buy Box eligibility.

How Can You Use These Factors to Increase The Chances of Winning the Buy Box?

Now that you know the key factors that affect the Buy Box, you can start to use them to increase your chances of winning the Buy Box.

Here are some tips for using the key factors to increase your chances of success:

  • Make sure your pricing is competitive – ensure that you are offering a competitive price on your products. This will help to ensure that you are in the running for the Buy Box.
  • Increase your sales volume – try to increase your sales volume as much as possible. This will help to demonstrate to Amazon that you are a reliable seller.
  • Maintain a high seller rating – Ensure that you are providing an exceptional customer experience. This will help to ensure that you have a high seller rating and will increase your chances of winning the Buy Box.
  • Offer competitive shipping options – make sure that you are offering competitive shipping options such as FBA. This will help to ensure that you are competitive in the Buy Box.


Winning the Amazon Buy Box can have a significant impact on your sales. In order to be successful, it is important to understand the key factors that affect the Buy Box. These factors include pricing, sales volume, product availability, and shipping options. By understanding these factors and utilizing tools and services, you can give yourself the best chance of success in the Buy Box.

Are you looking to increase your brand growth and drive more sales? Have one of our experienced Amazon Consultants take a deep dive into your Seller Central account with a free PPC audit. We will provide an overview of your current status and recommend areas of opportunity to increase your brand performance.

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