In a Competitive marketplace of Amazon, learning how to win former name “Buy Box” and now it’s called “Featured Offer” becomes crucial now. Amazon Buy Box plays a critical part in determining which seller makes the sales when multiple sellers offer the same product. Wining the Buy Box this makes your sales on Amazon. Around of the 83% purchases on Amazon is going through the “Featured Offer” or former name “Buy Box” section on the item page.
One importantly thing is that, Amazon does not limit the number of retailors which sell the same item currently.
In this blog, we will explore the key elements and complete guideline about how to win Amazon Buy Box and more essential information that will support sellers growth in 2025.
What is the Amazon Buy Box?
The Amazon Buy Box (now called Featured Offer) is a feature on Amazon product pages that allows customers to quickly and easily add item to their shopping cart. It is the box on the right-hand side of the product page that contains the “Add to Cart” and “Buy Now” buttons. For sellers on Amazon, winning the Buy Box is crucial because the majority of sales on the platform come by this feature.
When numerous sellers offer the same product, Amazon uses its algorithm to determine which seller offer will be features in the Buy Box. Winning the Buy Bos gives that seller a significant advantage because customers are more likely to purchase from the default seller displayed there.
Amazon Buy Box Example:
- In this example , the Amazon Buy Box is highlighted with red arrow and its tell the buyer.
- second red highlighted arrows tells about other Amazon sellers, those who are also selling on Amazon.
Why is Amazon Buy Box So Important?
The Amazon Buy Box is important because it directly impact a sellers sales, visibility, and chances of success
on the Amazon platform. Since most customers tend to buy products using the Buy Box option, winning it significantly enhances the likelihood of making a sale.
Below are the key reasons why the Buy Box holds such importance:
1.Sales Increased
More than 83% of Amazon sales come from the Buy Box. Customers often trust and use the default ” Add to Cart” and “Buy Now” buttons, leading to higher sales for the seller who owns the Buy Box.
The Buy Box allows quick purchase, making it easier for customers to buy products without comparing other sellers.
2. Visibility and Trust
Products featured in the Buy Box enjoy greater visibility, as they appear at the top of the product page.
Winning the Buy Box signals that Amazon recognizes the seller for their competitive pricing, fast shipping, and reliable customer service, which builds trust among customers.
3. Improved Conversion Rate
When a seller wins the Buy Box. the products conversion rate increases, meaning more visitors who view the page are likely to make a purchase. This happens because the Buy Bos simplifies the buying process.
4. Competitive Advantage
On, Amazon, multiple sellers might list the same product. Winning the Buy Box gives a seller a competitive edge through placing their offer ahead of others, even if those other sellers are also offering the same product.
5. Mobile Shopping
Through the Amazon mobile app Buy Box becomes even more valuable. Restriction of the limited screen space, the Buy Box is the most visible quickly accessible options for sellers.
6. Eligibility for Amazon Ads
To run Amazon Sponsored Products ads, a seller must be eligible for the Buy Box. Without it, the seller cannot promote their products effectively, which limits their marketing reach and reduces sales opportunities.
Moreover, the Buy Box plays a vital role in driving sales, boosting visibility, and improving a sellers overall performance on Amazon. Sellers who focus on key factors like competitive pricing, fulfillment methods ( such as Fulfillment by Amazon), and maintain positive performance metrics increase their chances of winning this valuable feature.
How does the Featured Offer Work?
The featured Offer on Amazon formerly known as the Buy Box is a prominent section on product pages that highlights a specific sellers offer, making it easier for customers to add items to their cart or make direct purchases using the “Add to Cart” and “Buy Now” buttons.
Since multiple sellers can offer the same product, Amazon uses an advanced algorithm to determine which sellers offer will appear as the Featured Offer. This decision is based on key factors such as competitive pricing, fulfillment method, seller performance metrics, and inventory availability.
Sellers using Amazon Fulfillment by Amazon (FBA) or meeting high standard by Seller-Fulfilled Prime (SFP) usually have an advantage because they can give faster shipping and reliable service. Winning the Featured Offer is important for sellers as it significantly enhances visibility, sales build up, and increases customer trust.
The majority of purchases on Amazon are made by this feature, making it a vital element for sellers looking to succeed on the platform. By managing excellent performance, competitive pricing, and consistent stock, sellers can boost their chance of being featured and maximizing their sales potential.
Who is Eligible for the Buy Box?
Eligibility for the Amazon Buy Box is determined through Amazon strict criteria, and not all sellers automatically qualify. To be eligible, sellers must meet Amazon performance standards and offers a high-quality shopping experience. These eligibility requirements are based on key factors like seller performance, fulfillment, method, pricing, and inventory management.
Below are the primary factors that determine Buy Box eligibility:
- Professional Seller Account: Only sellers with a professional Amazon account can be eligible for Buy Box. Individual sellers are not eligible for Buy Box. A professional seller account gives advertising, both of which are important for visibility.
- Fulfillment Method: Sellers who use Fulfillment by Amazon (FBA) or meet Amazon high delivery standards through Seller-Fulfilled Prime (SFP) have better chances due to Amazon preference for fast and reliable shipping.
- Seller Performance Metrics:
- Order Defect Rate (ODR): A low rate of negative feedback, returns, and customer complaints.
- On-Time Delivery Rate: Make sure that orders are shipped and delivered promptly.
- Cancellation Rate: Minimizing cancellation initiated by the seller.
- Customer Feedback Score: Marinating a positive average feedback rating.
- Competitive Pricing: Sellers must offer competitive pricing, including both the product price and shipping cost. Lower overall costs increase the chances of winning the Buy Box.
- Inventory Availability: Sellers must have sufficient stock to fulfill customer orders without delays. Running out of stock will decrease their chance of retaining the Buy Box.
Sellers who focus on improving these key factors can increase their chances of winning and sustaining Buy Box placement, thereby boosting their overall visibility and sales potential.
How to Win the Amazon Buy Box?
Winning the Buy Box is essential for increasing visibility and sales on Amazon. Since most purchase are made by the featured Offer, it provides the selected seller a massive advantage. Amazon algorithm evaluates various factors to dictate which seller deserves this spot, focusing on price, fulfillment , and overall customer experience.
Here are the key strategies to help sellers boost their chances of winning the Buy Box:
Competitive Pricing
One of the most important factors for winning Buy Box is maintain a competitive total price, which includes the product price and shipping fees. Sellers should regularly monitor market prices and use dynamic pricing tools to stay competitive without sacrificing profitability.
Fulfillment Method
Amazon prioritizes sellers who can gives fast, reliable, and seamless shipping.
- Fulfillment by Amazon (FBA): Using FBA increase the chances of winning the Buy Box because Amazon handles shipping, customer service, and returns, ensuring a superior shopping experience for customers.
- Seller-Fulfilled Prime (SFP): Sellers who meet Amazon strict Prime shipping and service standards can also boost their Buy Box eligibility.
Seller Performance Metrics
Amazon closely monitors different performance indicators to ensure that sellers provide a high-quality shopping experience to customers. One key metric is the order Defect Rate, which measures the percentage of orders with negative feedback, A-to-Z Guarantee claims, or chargebacks. To increase the chances of winning the Buy Box, sellers must help their ODR below 1%.
Another critical factors is on-time delivery performance, which ensure that customer receive their orders promptly. Late shipments, frequent cancellations, and high refund rates can negatively impact a sellers performance score, reducing their Buy Box eligibility.
Inventory Management
Amazon prioritizes sellers who can consistently meet customer demand without stockouts or delays. If a sellers inventory runs out, they lose their eligibility for the Buy Box, causing a drop in visibility and sales. To prevent this, sellers should implement effective inventory management strategies, such as using inventory tracking tools, setting up restock alerts, and analyzing sales trends to forecast demand accurately.
Sellers using Fulfillment by Amazon (FBA) also benefit from Amazon automatic inventory tracking and fulfillment services, which reduce the risk of stock shortages. Maintaining healthy stock levels not only helps secure the Buy Box but also improves customer satisfaction, as buyers are more likely to choose products that are available for immediate shipping. By avoiding stockouts and ensuring consistent product availability, sellers can increase their chances of winning the Buy Box and sustaining long-term sales success on Amazon.
Shipping Time
Shipping time refers to the time it takes for an order to be processed, packaged, shipped, and delivered to the customer after the purchase is made. On Amazon, this is a critical factor for winning the Buy Box, as customer prefer faster delivery, and Amazon rewards sellers who can meet or exceed delivery speed expectations.
Pricing Policy
Fair pricing policy on Amazon is a set of guideline designed to ensure that sellers offer competitive, reasonable prices and maintain a positive shopping experience for customer. Amazon actively monitors product prices, including the time selling price and shipping costs, to prevent unfair pricing practices that may exploit customers or create price disparities. If a seller violates Amazon Fair Pricing Policy, their products may lose eligibility for the Buy Box, have their listing suppressed, or face account suspension.
Important requirements for Amazon Buy Box
For the eligibility of Amazon Buy Box, Amazon has four important requirements including:
- Professional Selling Account.
- Product must have Fulfillment by Amazon (FBA) listing.
- Must be a enough sales volume of the product.
- Seller account should have a good health score and with performance metrics.
Since the Buy Box plays a vital role in driving sales on Amazon, understanding and meeting these core requirements is essential for sellers who wants to maximize their visibility and revenue. This is crucial to remember that Amazon Buy Box algorithm is critical and dynamic, taking into account different factors that are not publicly disclosed, therefore sellers requires to stay competitive.
Monitor and Improve Account Health
Regularly check your Amazon Seller Account Health Dashboard to analyze your performance metrics and address any issues promptly. Keeping your account in good standing is critical for maintain Buy Box eligibility.
Why Winning the Buy Box Matters?
Winning the featured offer significantly increases a seller visibility, sales potential, and customer trust. Since the majority of Amazon customer make purchases using the “Add to Cart” or “Buy Now” buttons in the Buy Box, losing this spot can drastically reduce sales.
By focusing on competitive pricing, using efficient fulfillment methods like FBA, maintaining high performance metrics, and keeping inventory well-stocked, sellers can boost their chances of winning and retaining the Buy Box, which is key to long-term success on Amazon.
What are the Common mistakes that lose the Buy Box?
Winning and maintain the Amazon Buy Box is important for boosting sales and visibility. However, different mistakes can lead to losing this coveted spot.
Here are some common mistakes that may cause sellers to lose the Buy Box:
1.Uncometitive Pricing
Amazon evaluate the total price, including both the product price and shipping costs, to ensure customers get the best value. If a seller prices too high compared to competitors, they risk losing the Buy Box to sellers offering a better deal. To avoid this, sellers should regularly monitor competitor pricing and consider using Amazon “Automated Pricing Tools” to stay competitive while managing profitability. Offering free or low-cost shipping can also boost pricing competitiveness and increase Buy Box eligibility.
2. Shipping Issues
Using a fulfillment method that does not meet Amazon shipping standards. Sellers who fulfill orders themselves (FBM) and have delays, late deliveries, or high shipping costs may lose the Buy Box to FBA or Seller-Fulfilled Prime (SFP) sellers.
3. Late Shipment and Cancellation Rates
Amazon tracks the Late Shipment Rate (LSR) and Pre-Fulfillment Cancellation Rate as key performance metrics. High rates may disqualify sellers from the Buy Box.
4. Suppression of Buy Box
Suppression of the Buy Box occurs when Amazon removes the “Add to Cart” and “Buy Now” buttons from a product listing, typically due to uncompetitive pricing or violations of the Fair Pricing Policy. It means that customers must manually choose a seller by licking “See All Buying Options,” which can reduce sales and conversion rates.
Amazon suppresses the Buy Box if the products total price is deemed too high compared to competitors or prices on other platforms. To prevent Buy Box suppression, sellers should maintain competitive pricing, avoid price gouging, and adhere to Amazon pricing guidelines.
By understanding above steps will support sellers manage seller account better, giving you a clearer path to winning the Buy Box consistently.
Conclusion
Winning the Amazon Buy Box can be a turning-points for sellers looking to control on Amazon. However, its not an easy to compete.
The Amazon Buy Box remains a vital component for achieving sales success on Amazon in 2025. It importantly boosts visibility, customer trust, and conversion rates by making it easier for shoppers to add products to their cart. To win and retain the Buy Box, sellers must focus on maintain competitive pricing, optimizing shipping performance , managing inventory levels, and excelling in key performance metrics like Order Defect Rate (ODR), late shipment rate, and customer feedback.
Through avoiding common pitfalls-such as uncompetitive pricing, stockouts, and poor customer service-and adhering to Amazon Fair Pricing Policy, sellers can enhance their Buy Box eligibility and improve their opportunities of securing this coveted spot. Ultimately, winning the Buy Box needs a balance of price competitiveness, operational efficiency, and customer satisfaction, making it essential for long-term success on Amazon ever-evolving marketplace.
