The Buy Box is the most crucial space for any seller on Amazon, as 89% of all sales happen through it. It gives a winning edge in sales to the selling merchant. But claiming this coveted spot requires an understanding of Amazon’s algorithms and the employment of a strategic approach. In this article you will learn all there is to know on how to win the buy box on Amazon.
Table of Contents
- What is the Amazon Buy Box?
- Why Sellers Lose the Buy Box
- Buy Box Suppression
- How to Win the Buy Box on Amazon
- What’s a Good Amazon Buy Box Percentage?
- Can New Sellers Win the Amazon Buy Box?
- Does Amazon Always Win the Buy Box?
- Want to Know How Much You're Losing Without the Buy Box?
- Why Choose Brand Alignment's Buy Box Recovery Program?
- Want to Win Back Your Buy Box?
What is the Amazon Buy Box?
Is a section on a product detail page where customers can add items to their cart or make a purchase directly. It prominently displays a seller’s offer, making it the most desirable spot for driving sales.
Not all sellers are able to win the Buy Box. Amazon uses a complicated algorithm to decide which seller gets it. Factors like price, seller performance, and fulfillment methods decide if you are eligible for it.
For sellers, the Buy Box is often the first touchpoint with potential customers. That’s why it’s essential to understand how it works — and why winning it can make a big difference.
Why Sellers Lose the Buy Box
When a seller loses the Buy Box, sales can drop drastically. There are many factors that could lead to losing top placement:
- Competition from Unauthorized Sellers: The grey market seller often disrupts your pricing strategy.
- Poor Seller Metrics: Amazon favors those sellers that have excellent performance metrics, which include fast shipping and low defect rates, among others.
- Stock Issues: Inventory shortage will push your listing outside the Buy Box.
- External Price Matching: Amazon suppresses the Buy Box when it detects lower prices of the very same SKUs on other platforms.
- Defective products or hijackers. If your products are poorly built, it will be reflected in customer reviews and return rates.
Buy Box Suppression
Sometimes, Amazon removes the familiar “Add to Cart” and “Buy Now” buttons from a product page. When this happens, shoppers only see the “See All Buying Options” link instead.
This usually occurs when Amazon is enforcing its Marketplace Fair Pricing Policy — often triggered when a seller offers the same product at a lower price on other websites. Amazon sees that as unfair and may penalize the listing by hiding the Buy Box.
To avoid this, it’s important to keep your pricing consistent across all the platforms where you sell. That way, you increase your chances of keeping the Buy Box visible and maximizing sales.
How to Win The Buy Box on Amazon
Pricing Compliance
Pricing is one of the most crucial factors for winning the Buy Box. Keep your pricing competitive, so you do not violate MAP policies. Utilize the Brand Alignment MAP monitoring software to get through violations as fast as possible and resolve them efficiently.
Remove Unauthorized Sellers
Unauthorized resellers decrease your Buy Box opportunities. Be sure to take the time to thoroughly investigate the unauthorized sellers, and then remove them using tactics such as test buys or cease-and-desist letters. Brand Alignment provides the most effective unauthorized seller removal services in the industry and will help keep your listing intact.
Enhanced Seller Metrics
Achieve great performance for sellers:
- Offer fast, reliable shipping.
- Order defect rates should be below 1%.
- Respond to customers’ inquiries in time.
Inventory Management
Keep inventory levels optimized to avoid stockout, which would impact your eligibility for the Buy Box.
External Pricing Issues
Monitor external platforms for pricing discrepancies that can trigger Buy Box suppression. Brand Alignment’s Buy Box Recovery Program is experienced in identifying and resolving these inconsistencies.
Brand Registry
With listing control via the Amazon Brand Registry, tools will empower you with regards to policy violations and the right to take counterproductive measures for better protection from fake versions of products—you’ll gain another advantage to beat those who might rob you of Buy Box prizes.
What’s a Good Amazon Buy Box Percentage?
It depends on your brand’s strategy — and who you’re sharing the Buy Box with.
Many brands aim for 80–90%+, and some even push for 100%, especially when protecting their pricing and customer experience. On the flip side, some brands are comfortable with 55–75%, particularly if they’re working with a trusted network of authorized sellers.
The key is understanding who is winning the Buy Box. If it’s your authorized partners, sharing it might be fine. But if unauthorized sellers are chipping away at your percentage, it could be costing you more than you realize.
Can New Sellers Win the Amazon Buy Box?
It’s tough, but not impossible. Amazon tends to favor sellers with a proven track record — solid metrics, positive reviews, and consistent fulfillment performance. While new sellers usually don’t win the Buy Box right away, with time, effort, and the right strategy, it’s definitely achievable.
Does Amazon Always Win the Buy Box?
Not always. While Amazon often has the edge — thanks to its pricing and logistics — it doesn’t automatically win the Buy Box. Third-party sellers who stay competitive on price, maintain high performance metrics, and offer fast shipping can absolutely win it, too.
Want to Know How Much You're Losing Without the Buy Box?
If you’re not consistently winning the Buy Box, you’re likely leaving money on the table — without even realizing it. Our Amazon Buy Box Recovery Calculator helps you understand exactly how much revenue you’re missing out on and how much you could recover with the right strategy.
*For accurate results, you’ll need access to Amazon Seller Central’s Business Reports. Locate your Buy Box Percentage by navigating to the Dashboard and reviewing the metric labeled “Featured Offer %.” This reflects how often your listings win the Buy Box, giving you a clear picture of your standing and areas for improvement.
*This calculator is for illustrative purposes only. Results may vary depending on several factors.
Why Choose Brand Alignment's Buy Box Recovery Program?
At Brand Alignment, we have extensive experience in Buy Box recovery and increasing Amazon sales for brands. Our program includes:
- MAP Compliance Monitoring: This is real-time tracking to ensure that pricing is constant across all platforms.
- Customized Solutions: Strategies are provided according to the needs of your brand.
- Advanced Seller Investigation: Identification and removal of unauthorized sellers.
- External Price Management: Solve pricing issues that affect Buy Box eligibility.
Proven success rates through our program make sure your brand stays competitive on Amazon.
Take Control of Your Buy Box
Ready to take back your Amazon Buy Box? Let Brand Alignment lead the way. By applying our industry expertise and proven strategies, we will help you drive sales and protect your brand.
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