What is Buy Box? How to Win Buy Box on Amazon
If you win the Buy Box, it makes your sales on Amazon. This is because over 80% of the shoppers make purchases through the Buy Box section on the product page.
However, Amazon doesn’t limit the number of merchants that sell the same product.
They compete with you for the Buy Box. As a result, Amazon can grant shares of the Buy Box to multiple sellers.
Keep reading to find out how Buy Box works and how to win Buy Box on Amazon.
What Is Buy Box?
The Buy Box is the section (box) on a product listing with the “Add to Cart” and "Buy Now" buttons. That is the place where shoppers begin the purchasing process by adding products to
their shopping carts.
When Amazon shows your product as the default on the product page, you get the Buy Box.
The majority (more than 80%) of buyers purchase an item they’ve selected through the “Add to Cart” and "Buy Now" buttons. They add it to the cart right away. Only some of them choose the particular merchant who sells that product. Therefore, winning the Buy Box grows visibility and conversions.
Why Is the Buy Box Important?
The majority of customer purchases happen through the Buy Box.
Reasons why the Buy Box matters
- more than 8o% of sales on Amazon come through the Buy Box;
- buyers rarely investigate the Buy Box winner; simply click “Add to cart”;
- it increases your chances of selling the product;
- it grows conversions;
- it increases profitability;
- it indicates your market share;
- the percentage of sales on mobile through the Buy Box is even higher than 80%;
- shoppers believe that Amazon’s Buy Box algorithm selects only trusted sellers.
What Is a Buy Box Rotation?
On Amazon, multiple merchants can sell the same product. If this is the case, Amazon selects the products eligible for the Buy Box.
The most competitive of those win the Buy Box.
If multiple high-ranked sellers compete for the Buy Box, the Buy Box algorithm passes it to several sellers (rotates). They share it in different proportions. The more your share, the more you own the Buy Box.
You can see it rotated in 24 hours. Therefore, your target is not only to win but also to keep the Buy Box.
Simple and complex Buy Box rotations
These are two types of rotations applied by the Buy Box algorithm - simple and complex.
Simple Buy Box rotation
That happens when the Buy Box algorithm decides to share the Buy Box between two or more sellers based on performance.
Complex Buy Box Rotation
When the Buy Box algorithm implements the complex scenario, it focuses on the most competitive price. However, other performance metrics matter as well.
How to Check Your Buy Box Eligibility?
Amazon has minimum Buy Box eligibility requirements. You can check eligibility for each item in your Seller Central.
Minimum Buy Box eligibility criteria
- professional seller account;
- a product should be in “New” condition;
- the item should be available in stock;
- you should have healthy Order Defect, cancellation, and late shipment rates;
- you should have sufficient order volume (varies by category).
Note. If you are a Fulfillment by Amazon (FBA) seller, you are automatically eligible to win the Buy Box. FBA and Seller Fulfilled Prime (SFP) products are prioritized in the competition for the Buy Box.
Checking Buy Box eligibility step by step
Step 1. Click the “Inventory” tab in your Seller Central. Select “Manage Inventory.”
Step 2. Click the “Preferences” tab.
Step 3. In the “Column Display” section, find the “Buy Box Eligible” field.
Step 4. Select “Show When Available” from the drop-down menu.
Step 5. Choose the item you want to check for eligibility. In the “Buy Box Eligible” column, you will see “Yes” or “No”.
How to Know How Many Sellers Own the BuyBox, and Potential Sales?
When you do product research, you need to know how many sellers compete with you for the Buy Box.
It is also important to identify if Amazon sells the product and whether it’s in the Buy Box. This is because if Amazon is a seller, it’s very difficult to compete. Also, it’s highly likely that Amazon will take the Buy Box. Therefore, it’s better to stay away from such items.
Seller Assistant App shows you whether Amazon is in the BuyBox and how many FBA and FBM sellers have landed in it. The number of FBA and FBM sellers is displayed separately.
You can also see the total number of merchants selling the product in a “New” condition and the number of sellers offering the price level of the BuyBox price + 5%. This number of sellers is used to calculate your potential sales. On top of that, Seller Assistant App shows you an estimation of potential product sales.
Which Metrics Influence Winning the Buy Box?
The Buy Box algorithm weights the price and performance variables. Its goal is to offer Amazon customers value for money.
Metrics that influence landing on the Buy Box
- fulfillment method;
- landed price;
- shipping time;
- order defect rate (ODR);
- valid tracking rate;
- late shipment rate;
- on-time delivery;
- feedback score;
- customer response time;
- feedback count;
- inventory depth and sales volume;
- cancellation rate;
- refund rate.
How to Increase Chances of Winning the Buy Box?
If you are Buy Box eligible, this doesn't mean you’ll land on it. You should work on your product performance and price it competitively to become a winner.
Tips to win the Amazon Buy Box
- price your products competitively;
- check the Buy Box price winner on the “Manage Pricing” page;
- consider pricing recommendations in the Selling Coach Pricing Report;
- use product pricing and repricing software;
- enroll in FBA;
- offer faster and free shipping;
- enhance your customer services;
- check and respond to customer feedback and reviews daily;
- monitor performance metrics, use the Customer Metrics page;
- keep refund and cancellation rates under 2.5% and the ODR below 1%;
- maintain stock availability
- set out-of-stock inventory alerts;
- proactively update your inventory.
Winning the Buy Box can make your day. However, it’s not an easy task. You need to enhance your product performance and price it competitively since Amazon selects winners of the Buy Box by these criteria.
When doing product research, knowing how many sellers compete with you for the Buy Box is essential. If the competition is very high or Amazon is in the Buy Box, you may select to research another product.
Seller Assistant App shows you the number of sellers in the Buy Box, and if Amazon is there. You can see the number of FBA and FBM sellers in the Buy Box separately. The App displays the total number of merchants selling the product in a “New” condition and the number of sellers offering the price level of the BuyBox price + 5%. In addition, it gives you estimated figures for potential product sales.
Moreover, Seller Assistant Аpp incorporates many other features vital for product research. Advanced IP Alerts can immediately tell you if a product has any sales restrictions or has led to problems with account health in the past. It combines an FBM&FBA profit calculator, Quick View, Stock Checker, and Restrictions Checker in one tool.
Try Seller Assistant Аpp now. Register for our 14-day trial. Grow your Amazon business with confidence.