{"id":75622,"date":"2021-06-07T04:12:48","date_gmt":"2021-06-07T04:12:48","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=75622"},"modified":"2025-10-21T14:23:34","modified_gmt":"2025-10-21T14:23:34","slug":"amazon-buy-box","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/amazon-buy-box\/","title":{"rendered":"How to Win the Amazon Buy Box"},"content":{"rendered":"

Most shoppers aren\u2019t even aware that the Amazon Buy Box influences their purchases. However, for Amazon sellers, it\u2019s a coveted spot that directs 82% of sales on the popular eCommerce platform. What happens when more than one seller gears up to win the buy box? How does Amazon pick who gets featured? In this article, we’ll show you how to win the Amazon Buy Box, and, include special insights from Shopper Intelligence<\/a>, our ecommerce solution.<\/p>\n

What is the Amazon Buy Box?<\/h2>\n

Buyers looking for an item usually start with a search on Amazon and then click on the most interesting product. After that, they go directly to the product detail page. While on the product page, they\u2019ll see the product photo, a description, and a white box on the far right of the page.<\/p>\n

\"Amazon<\/p>\n

We know this box as the Amazon Buy Box, and it\u2019s considered prime real estate. It\u2019s where your customer can see the price and know whether Amazon or one of many Amazon resellers has the item. Customers can usually specify the number of items to order and add the item to their cart directly from the buy box. The Buy Box also offers other options for some products, such as trade-ins, accessory add-ons, and Subscribe & Save<\/a> (SnS).<\/p>\n

What happens when multiple third-party (3P) sellers offer the same product for sale? Each identical product will share the same ASIN. Since only one of them gets the product featured in the Buy Box, there is some competition. Amazon uses its own buy box algorithm to determine the winner.<\/p>\n

Benefits of the Buy Box<\/h2>\n

Consumers have two easy buying options from the Buy Box: They can press “add to cart” or can skip adding it to their cart and use Buy It Now<\/a> to check out immediately. If you have your item in the Buy Box, there are fewer steps for a customer to pick you up. If you\u2019re the only seller of a particular product, this opportunity isn\u2019t as important, since you have a unique product with no e-tailers trying to compete.<\/p>\n

How to become Buy Box eligible<\/h2>\n

Not all product listings are even eligible for the buy box. Only professional sellers qualify. If you have an Amazon professional seller account, check the status of your inventory for the Buy Box by doing the following:<\/p>\n

    \n
  1. Go to your Seller Central account.<\/li>\n
  2. Choose the Manage Inventory page.<\/li>\n
  3. Click on Preferences.<\/li>\n
  4. Select Buy Box Eligible.<\/li>\n
  5. Click Save Changes at the bottom of the page.<\/li>\n<\/ol>\n

    This prompts a list of all your ASINs, along with each product\u2019s buy box eligibility.<\/p>\n

    How to win the Amazon Buy Box<\/h2>\n

    The Buy Box is also called the \u201cFeatured Offer,\u201d depends on many factors, some of which are only known to Amazon. Seller metrics matter, so consider these pointers:<\/p>\n