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By Following our Best Advice, You can Win the Amazon Buy Box in 2023.

Amazon has cemented its position as the industry's unchallenged leader. Through its marketplace, the massive online retailer sells ove...

Amazon Buy Box

Amazon has cemented its position as the industry's unchallenged leader. Through its marketplace, the massive online retailer sells over 120 million items at the lowest costs. The best place to locate a deal is there. Have you ever wondered why things are frequently less expensive on Amazon? Well, it all comes down to the contest for Amazon's Buy Box.


In the following article, we'll analyze the Amazon Buy Box algorithm and examine some strategies for winning the Buy Box consistently in 2023. Additionally, we'll discuss the best price tactics for getting the tiny orange button.


Quick Guide

1.What does Amazon's Buy Box mean?

  Qualifying for Amazon Buy Box

  Must-Have Amazon Buy Box

  Amazon Buy Box: Myths debunked about pricing

2.How to succeed in Amazon's Buy Box in 2020

  Upkeep of inventory

  Join Amazon FBA now

  Quick Shipping

  Seller evaluation

  Pricing for goods

  Seller history

3.Why don't I get the Buy Box?

4.Using pricing to get into the Amazon Buy Box

  Manual repricing

  Rule-Based repricing

  Algorithmic repricing

5.Is Amazon always the Buy Box winner?

6.What to do if you lose the buy box?



What does Amazon's Buy Box mean?

Have you ever seen a 'Buy Now' or 'Add to Cart' button that is prominently placed on the right side of a product listing? The Amazon Buy Box is that. This unassuming button enables one fortunate retailer or seller to stand out from the crowd. Anytime a buyer selects either of these two buttons, they are making a purchase from that specific merchant.


Qualifying for Amazon Buy Box

If they have a professional account, all Amazon sellers have a chance to win the Buy Box. Individual seller accounts are ineligible to win the Buy Box. Therefore, in order to be eligible to win the Buy Box, vendors must have a professional account. A professional account costs $39.99 each month, but if you want to be in the running to win a Buy Box, it is well worth the money.


Additionally, new products are the only ones that qualify for the Buy Box. Therefore, used goods are ineligible to win the Buy Box.


Must-Have Amazon Buy Box

The majority of clients use the Buy Box to make direct purchases without even looking at the other offers. The Buy Box is where 80% of all Amazon sales take place. Wining the Buy Box is crucial for this reason. Additionally, this explains why there is fierce competition for the Buy Box. The Buy Box will become even more significant as mobile purchasing becomes more and more common.


To put it briefly, getting the Buy Box is a surefire strategy to increase your sales.


Reminder: It's possible for a listing to be without a Buy Box. Customers may instead see a message that says, "See all buying options," albeit this is uncommon.


Amazon Buy Box: Myths debunked about pricing

Many individuals think that the Buy Box winner is solely determined by price. Farther from the truth than that it is. The Buy Box is assigned by Amazon's algorithm, which takes into account a number of different criteria. While affordable prices are crucial for e-commerce, shoppers consider other factors as well before making a purchase.


Let's examine the numerous criteria Amazon takes into account before allocating the Buy Box.


How to succeed in Amazon's Buy Box in 2020

To win the Buy Box once you have a professional account, you must deliver the best possible customer service. Customer happiness is Amazon's number one priority, and it should be yours as well. So, what is the formula for the Amazon Buy Box? How can merchants achieve success and maintain the Buy Box?


Upkeep of Inventory

The probability that you will receive the Buy Box also depends on Amazon's assessment of your inventory levels. Sounds complicated? In short, your odds of winning the Buy Box decrease if you can't keep up with demand. Always keep an eye on your inventory levels and check them frequently. You'll always have enough inventory if you do this.


Join Amazon FBA now

Fulfillment by Amazon, or FBA Sellers are in a better position when vying for the Buy Box. Amazon handles the packaging, shipping, and customer support for FBA sellers. Products sold through FBA sellers are also eligible for Prime, guaranteeing super-fast delivery. The Buy Box can still be won by FBM, despite this. It is feasible, but using FBA makes it simpler.


If you want to take home the Buy Box, FBA is a better option, but ultimately it comes down to your company strategy.



SFP (seller-fulfilled Prime) enables non-FBA vendors to additionally qualify for Prime shipping. Unfortunately, not all merchants can be SFP program participants. To be eligible for SFP, sellers must have a perfect track record of sales and a high seller ranking.


Quick Shipping

Customer expectations for e-commerce deliveries have been significantly changed by Amazon Prime. Amazon offers higher visibility for merchants who provide quicker shipping in order to keep up with the trend. Due to this, sellers using FBA and SFP are at a significant edge when vying for the Buy Box.


Generally speaking, shipment times fall into the following categories.


0-2 days


3-7 days


8-13 days


14 or more days


Seller Evaluation

Every seller on Amazon has a rating between 0 and 100. Your chances of winning the Buy Box are stronger the higher your rating is. Your seller rating is affected by a number of variables, such as order cancellations, A-to-Z claims, customer comments, and more. Ideally, you should make sure that less than 1% of your Amazon orders have defects. You will be fined if more than 1% of the goods you send out have defects.


Your odds of winning the Amazon Buy Box also depend on how quickly you answer consumer questions. Your customer response time is monitored by the world's largest online retailer, and slow responses will harm your seller rating.


Pricing for Goods

Every shopper enjoys finding good deals. Amazon enjoys what its customers enjoy. The mission of Amazon is to offer its consumers outstanding products at competitive costs. Because of this, the Buy Box winner is determined in part by the price of the products. Your chances of winning the Buy Box are stronger the lower the prices are. When vying for the Buy Box, you must be cautious and make sure your product isn't being sold at a loss. Remember that cost is simply one of the criteria affecting your chance of winning the Buy Box. If your other metrics are excellent, you might be able to win the Buy Box even with a more expensive product.


Seller history

Unfortunately, you have no influence over this metric. Although novice sellers do have an advantage over experienced merchants, this advantage is not insurmountable. Even new sellers can contend for the Buy Box with strong seller metrics and the appropriate pricing approaches.


Why don't I get the Buy Box?

You may not be selected to receive the Buy Box for a variety of reasons. Poor seller ratings, inventory, or pricing are frequently to blame. Since you cannot examine your seller rating, it is challenging to identify the precise issue. Additionally, it takes time to raise your seller rating. There are several indicators you can immediately improve, though. Your inventory reports can be used to evaluate the condition of your stock. If there are gaps, you may easily fill them. Signing up with FBA will reduce the time it takes for shipping. You should try to become an SFP seller if FBA does not align with your business objectives.

Additionally, you can instantly modify pricing from your seller central account. To always be one step ahead of the competition, many vendors also use automatic repricing solutions. 


Using pricing to get into the Amazon Buy Box

Sellers frequently alter the cost of their goods in an effort to land the Buy Box. Even a few pennies in their favor can frequently tip the scales. You can routinely alter the pricing of your products in one of three ways:


Manual revaluation

Repricing based on rules

Automatic revaluation


 Manual Repricing

The easiest repricing technique is manually adjusting product prices on any third-party site, including the Amazon seller central interface. Although this gives the most control over prices, it can be time-consuming in markets with intense competition. For sellers with a sizable portfolio, this may also prove to be a herculean undertaking.


Rule-Based repricing

This is by far the most widely used repricing strategy among vendors. Repricing in this situation is typically done by automatic repricing tools and is based on the parameters that you select. This enables merchants to alter pricing while taking profit margins into account.


For instance, you can stipulate that you must reduce the price of your product by one penny from that of your lowest-priced rival. In order to guarantee that your profit margin never falls below 15%, you can also apply other constraints.


Although there aren't many manual inputs, you should regularly check the rates to make sure your settings are optimum for your business's demands. Rule-based repricing can also result in unpleasant price wars where vendors keep dropping their prices, which has a negative impact on profitability. Before deciding on your parameters, you can use SellerApp's FBA calculator to determine how profitable your product is. 


Algorithmic repricing

Another technique used by well-known repricing tools like GoAura is this one. Algorithmic repricers come with their own set of algorithms to maximize profitability and win the Buy Box, unlike rule-based repricing where you define the parameters. If you have a wide range of things for sale, this is fantastic. There are very few, if any, manual inputs required. The negative? These repricing tools are frequently pricy.


In extremely competitive categories, automatic repricing techniques (rule-based and algorithmic) can be incredibly helpful. On Amazon, pricing conflicts are fairly prevalent and are only settled by the product price when other parameters are comparable. You can really afford to sell the product at a greater price and still win the Buy Box if your seller metrics are stronger.


Is Amazon always the Buy Box winner?

Many vendors all across the world share this worry. We frequently see that Amazon controls the Buy Box whenever the same product is offered by the online retailer. How come? Has Amazon manipulated the system to favor its own brands and products?


There is an easy solution. The sale is not manipulated in any way. The likelihood of winning the Buy Box is the same for all sellers, including Amazon. However, because of Amazon's extensive logistical network and power, they frequently can buy the same thing for less and sell it for less. Additionally eligible for Prime delivery are Amazon items.


This indicates that Amazon is only one of the retailers fighting for the Buy Box. But because the system is neutral, every seller has an equal chance of getting the coveted Buy Box.


What to do if you lose the buy box?

The Buy Box does exchange hands frequently, so it's crucial that you keep an eye on it at all times. It's crucial to get the Buy Box back as soon as possible if you've lost it. Remember that your chances of winning the Buy Box are influenced by your seller ranking, so you should constantly be working to increase sales.


Lack of sufficient inventory to complete orders is one factor that might have contributed to your loss of the Buy Box. Ensure that a new shipment is on its way if this is the case. If you want to maintain your position in the Buy Box, planning for seasonal changes in demand is essential.


The majority of merchants modify product pricing as soon as they lose the Buy Box. While that is a sound plan, make sure your margins aren't significantly impacted. As an alternative, you can run limited-time specials or distribute coupons to reclaim the Buy Box.



Although there are other elements that affect performance on Amazon, the Buy Box is a crucial component. One of the key elements determining your chances of receiving the "magic" box is pricing, but you must watch out that it doesn't reduce your profit margins. Sellers can now modify prices often and contest the Buy Box thanks to automation. Unfortunately, price wars have become more frequent as a result of the competition.


It is obvious that you need to improve other metrics if repricing isn't helping you win the Buy Box. Although it takes time, you should start immediately to raise your seller rating. Respond to your customers' needs, make sure your products are packaged properly to prevent damage, and enhance the customer experience to secure positive seller reviews. You can do the following actions to eventually raise your seller rating.


Read More:

10 Free Amazon Product Research Tools: Boost Your E-commerce Success

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