What Is the Amazon Buy Box and How Do You Win It?
May 21, 2025
Tips
Amazon
by Troy Velie
Ever notice that big yellow “Add to Cart” button on an Amazon product page? That’s the Buy Box and for non-private label sellers winning it can make or break your success on Amazon. If multiple sellers offer the same product, only one gets featured in the Buy Box at a time. In this post, we’ll explain exactly what the Buy Box is, why it matters, and how new sellers can improve their chances of claiming it.
What Is the Buy Box?
The Buy Box is the section on a product detail page where customers click to purchase. If you're not the seller featured in the Buy Box, shoppers have to click “Other Sellers on Amazon” to find you. Notably, most shoppers will not click this button or are even aware of its existence.
When multiple sellers offer the same product, Amazon chooses one to “own” the Buy Box based on performance metrics, pricing, and fulfillment method.
Why It Matters for Amazon Sellers
Winning the Buy Box significantly boosts your chances of getting the sale. In fact, over 80% of Amazon purchases happen through the Buy Box - especially on mobile, where alternate sellers are nearly hidden.
For beginners, understanding the Buy Box helps you:
Compete effectively in shared listings
Price products strategically
Choose the right fulfillment method
Improve overall account health
How to Win the Buy Box (Step-by-Step)
Choose FBA or qualify for Seller Fulfilled Prime
Amazon favors fast, reliable shipping. Using FBA often gives you an automatic edge, especially for new sellers.Keep your price competitive
Amazon looks at your total landed price (product + shipping). You don’t always need to be the lowest, just competitive.Maintain strong account health
High seller ratings, fast response times, low cancellation/late shipment rates, and great customer service all improve your chances.Stay in stock
Running out of inventory instantly removes you from Buy Box eligibility. Plan ahead to stay in the game.Monitor performance regularly
Use the Buy Box report in Seller Central to track your share over time and identify areas for improvement.
Common Mistakes to Avoid
Underpricing to win the box - You may get the sale, but hurt your margins long-term.
Choosing FBM without fast shipping - Long handling times kill your chances.
Letting metrics slip - Even a few poor reviews or late orders can cost you the box.
Selling on listings with multiple dominant sellers - It’s harder to win if big sellers are already rotating in.
Pro Tips from Our Team
If you're launching your own branded product, you’ll own the Buy Box by default. If you’re tired of sharing a product listing we highly recommend you give private label a try.
Use automated repricers to stay competitive if you’re in a highly contested listing.
Conclusion
The Amazon Buy Box isn’t just a nice bonus, it’s where the majority of sales happen. By focusing on fulfillment, pricing, inventory, and account performance, even new sellers can start earning Buy Box visibility and converting more shoppers.
Need help building a Buy Box strategy for your store? Step by Step FBA specializes in optimizing every part of your Amazon business to help you win where it counts. Let’s talk.
Click here to learn more about working with us
About Troy Velie
I started my own Private Label Amazon Business 6 years ago and immediately witnessed the impact that having an effective ranking strategy can have in driving traffic. To that end I’ve devoted my time to understanding, improving, and optimizing strategies that deliver exceptional results in improving visibility and reach for any online business.
