If you’re an Amazon seller, winning the Amazon Buy Box is crucial to maximizing sales and staying competitive. 

The Buy Box is the Add to Cart button on a product listing page, where most customers make their purchases. 

With over 80% of Amazon sales happening through the Buy Box, small business owners, Amazon merchants, and marketers need to understand how it works.

But how exactly do you win it? And why do some sellers struggle while others dominate? This guide will walk you through everything you need to know to win and retain the Amazon Buy Box.

What is the Amazon Buy Box, and Why Does it Matter? 

If you’ve ever shopped on Amazon, you’ve probably noticed the white box section that contains a bright yellow “Add to Cart” or “Buy Now” button on the right side of the product page. That is the Buy Box. 

The Buy Box button allows one eligible seller to stand out from multiple sellers offering the same product and get a sale when the customer clicks any of those buttons. 

If you win it, your product gets featured as the default buying option, significantly boosting your sales. If you don’t, your listing is buried under “Other Sellers on Amazon,” where only a small percentage of shoppers will ever look.

But why is it important to secure the buy box button? There are multiple sellers on Amazon offering the same product, and winning the Buy Box as an Amazon seller gives you an unfair advantage over your competitors. These benefits include: 

More sales: Nearly all sales on Amazon happen through the buy box, and winning the Buy Box can drive a massive chunk of potential revenue. 

And as a default buy button, most customers are more likely to complete their purchase without second-guessing or checking out other sellers. 

Eligibility for Amazon Ads: Winning the buy box makes you eligible to run Amazon PPC ads, as Amazon only allows ads for listings that currently hold the Buy Box. This ensures customers are directed to the best-performing seller. 

However, if you lose the Buy Box button, your ads automatically pause, making it crucial to hold the Buy Box so that you continuously enjoy the benefits. 

Factors That Determine Amazon Buy Box Eligibility

If you want to compete for the Amazon Buy Box, you first need to meet Amazon’s eligibility criteria. 

If you don’t meet these basic requirements, you won’t even have a chance, no matter how great your product is. Here’s what you need to qualify:

1. You Must Have a Professional Seller Account

If you’re still using an individual Amazon seller account, you’re automatically disqualified. The Buy Box is reserved for sellers with a Professional Seller Plan, which costs $39.99/month but gives you access to advanced selling tools and eligibility for the Buy Box.

2. You Can Only Sell New Condition Products

Amazon doesn’t allow used, refurbished, or renewed products in the Buy Box. If you’re selling pre-owned items, your listing will be placed in the “Other Sellers” section, but you won’t be the default option.

3. You Need a Competitive Pricing Strategy

Amazon evaluates your total price, including product cost + shipping (also known as the landed price). You don’t always need to have the lowest price, but if your pricing is significantly higher than competitors, you’ll lose Buy Box eligibility.

4. You Must Choose the Right Fulfillment Method

How you fulfill your orders plays a huge role in Buy Box eligibility. You have three options:

• FBA (Fulfillment by Amazon): Gives you a major advantage since Amazon prioritizes Prime-eligible sellers.
  
• FBM (Fulfillment by Merchant): You can still win, but you need fast shipping, low defect rates, and high customer satisfaction.
  
• SFP (Seller-Fulfilled Prime): A hybrid option where you fulfill orders but still offer Prime benefits. Amazon sets strict requirements for this.
  

5. You Must Have Good Seller Performance Metrics 

Amazon wants to protect the customer experience, so it only gives the Buy Box to sellers with strong performance metrics:

• Order Defect Rate (ODR) < 1% – Too many negative reviews or chargebacks will make you ineligible for the Buy Box.
  
• Late Shipment Rate < 4% – If you ship orders late, you lose credibility and risk Buy Box eligibility.
  
• Customer Response Time < 24 Hours— Slow responses to buyer inquiries also reduce your chances of winning the buy box.
  
• High Seller Feedback Ratings— A strong track record of positive reviews helps you stay competitive and, hence, eligible for the buy box.
  

6. You Need to Keep Enough Inventory in Stock

If you run out of stock, you lose the Buy Box immediately. Even if you have the best price and fulfillment, Amazon will award the Buy Box to a competitor who has inventory available. Keep your stock levels consistent to maintain eligibility.

How to Check Buy Box Eligibility on Amazon

If you happen to meet all requirements and are unsure of securing the buy box, Amazon provides tools that allow you to check your eligibility. 

To check if you’re eligible for the buy box, in your seller-central account, go to Inventory > Manage Inventory and then click on “Preferences.” 

From the drop-down menu, locate and select the checkbox for “Featured Offer Eligible,” then scroll down and click “Save Changes.” 

Your inventory list will now display a column titled “Featured Offer Eligible,” indicating “Yes” or “No” for each product, indicating their Buy Box eligibility status.

7 Strategies to Win the Amazon Buy Box

If you want to win the Amazon Buy Box, you need more than just a great product—you need a smart strategy. 

Amazon rewards sellers who offer the best overall buying experience, not just the lowest price. 

Here are seven proven strategies to increase your chances of securing the Buy Box:

1. Use a Competitive Pricing Strategy

You don’t always need the lowest price, but you must stay competitive. Offering a competitive price increases your chances of winning the Buy Box. 

The Buy Box price is typically the most competitive price available for a product. To improve your chances of winning, you can either adjust your pricing manually or use an automated repricing tool to adjust your price and stay ahead of competitors.

2. Optimize Your Fulfillment Method

The Amazon Buy Box favors sellers who use FBA (Fulfillment by Amazon) because it guarantees fast shipping, offers Prime eligibility, and top-notch customer service. 

While non-prime sellers or sellers using FBM can still qualify to win the Buy Box, you must match Amazon’s delivery speed and maintain high performance metrics.

Seller-Fulfilled Prime (SFP) is another option, but you must meet Amazon’s strict fulfillment standards.

3. Maintain a Low Order Defect Rate (ODR)

Amazon measures your Order Defect Rate (ODR) based on negative reviews, chargebacks, and A-to-Z claims. 

Keep your ODR below 1% by ensuring high-quality products, fast shipping, and responsive customer service. One bad experience can hinder your chances of winning the Buy Box.

4. Keep Your Late Shipment Rate Low

If you’re fulfilling orders yourself, Amazon expects on-time shipping. 

A late shipment rate above 4% can affect your seller performance metrics and push you out of the Buy Box race. 

So it’s important to use order tracking, fast carriers, and a reliable logistics partner to ensure timely deliveries.

5. Provide Excellent Customer Service

Amazon tracks how quickly you respond to customer inquiries. If you take longer than 24 hours to reply to customers’ inquiries, it negatively impacts your seller performance. 

You want to make sure you’re available to respond to customer messages, resolve issues quickly, and keep your response time under 12 hours to build trust and maintain Buy Box eligibility.

6. Keep Your Inventory Stocked

Running out of stock means losing the Buy Box instantly. 

Even if you’ve been winning it consistently, Amazon will automatically give the Buy Box position to another seller with available inventory. 

You want to use inventory forecasting tools to track demand and avoid stockouts. 

7. Build a Strong Seller Reputation

Your seller feedback rating plays a crucial role in Amazon Buy Box eligibility. Amazon favors sellers with high ratings and consistent positive reviews. 

Encourage satisfied customers to leave reviews, always resolve complaints on time, and maintain a feedback score above 95% to win the Buy Box. 

Best Practices for Maintaining the Buy Box

Winning the Amazon Buy Box is great, but keeping it is what matters. You need to stay consistent, adapt to market changes, and keep learning to hold onto your advantage. Here’s how you can do it:

1. Consistent Performance

• Regular Monitoring: Amazon tracks your performance metrics constantly, so you need to do the same. Use Amazon Seller Central’s tools to monitor your Order Defect Rate (ODR), Late Shipment Rate, and Seller Feedback Score to ensure you stay consistent. 

• Customer Satisfaction: Your reviews and ratings directly impact your Buy Box eligibility. Encourage happy customers to leave feedback, and address negative reviews quickly. A high rating means Amazon trusts you, which keeps you in the Buy Box rotation.

• Process Improvements: Refining your operations can give you an edge. Improve inventory management to prevent stockouts, optimize shipping processes for faster delivery, and streamline customer support to handle issues quickly.

2. Adaptability

• Market Trends: Amazon’s marketplace is always evolving. Stay on top of consumer behavior trends, seasonal demand shifts, and pricing changes. If you’re not adjusting, you’re falling behind.

• Algorithm Changes: Amazon updates its Buy Box algorithm regularly. Follow reputable eCommerce blogs, Amazon announcements, and industry experts to stay informed. If the algorithm changes, you need to pivot fast.

• Competitor Analysis: Always monitor your competition. Analyze their pricing strategies, fulfillment methods, and customer feedback. If they’re outperforming you in any area, adjust your approach to stay competitive.

3. Continuous Learning

• Training and Resources: Investing in education can keep you ahead. Take Amazon seller courses, hire consultants, or work with eCommerce experts to fine-tune your strategy.

• Webinars and Forums: Amazon’s seller forums and webinars are goldmines of information. Join discussions, learn from experienced sellers, and stay updated on new tools and best practices that can help you maintain the Buy Box.

Conclusion

Winning the Amazon Buy Box is a dynamic process that requires continuous optimization of pricing, fulfillment methods, inventory, and customer service. 

By understanding the factors that influence Buy Box eligibility and implementing the strategies discussed in this guide, you can significantly improve your chances of securing—and maintaining—the Buy Box.

Amazon Buy Box FAQs