{"id":85286,"date":"2020-07-07T10:20:00","date_gmt":"2020-07-07T10:20:00","guid":{"rendered":"https:\/\/www.sellerlogic.com\/?p=85286"},"modified":"2025-08-12T08:20:13","modified_gmt":"2025-08-12T08:20:13","slug":"amazon-buy-box","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/en\/blog\/amazon-buy-box\/","title":{"rendered":"All important information about Amazon Buy Box: seller performance, qualification and more"},"content":{"rendered":"\n

The orange \u201cAdd to Cart\u201d field \u2013 also called the Amazon Buy Box \u2013 is the most coveted button on the platform for sellers. And for good reason. Not only do Buy Box winners gain higher visibility for their products, they also make a lot more sales than their competition. Find out everything there is to know about it in this article \u2013 especially how to win the Buy Box on Amazon and keep it.<\/p>\n\n\n\n

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

In the Amazon universe, the section which is placed on the right-hand side of the Amazon product detail page and is used by customers to purchase items in their cart. Let\u2019s have a look at an example and also use that opportunity to check how the e-commerce giant structures a page to influence the buyers\u2019 decisions:<\/p>\n\n\n

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\"The<\/a><\/figure><\/div>\n\n\n

As you can see above, the \u201cAdd to Cart\u201d field is prominently placed next to the item and visually emphasized in a prominent orange. On the other hand, the competing sellers \u2013 those that have not been awarded the Buy Box \u2013 are placed in an inconspicuous position below. In our example, the other sellers have their own smaller \u201cAdd to Cart\u201d field, drawing attention to their alternative deals. This is very beneficial for them but not usually the case.<\/p>\n\n\n\n

Does the placement of these elements have any effect on how the buyers react? Very much so. About 90 percent of all purchases take place by buyers clicking \u201cAdd to Cart\u201d. In other words: the seller who was able to win the Amazon Buy Box, wins most of the sales as well.<\/p>\n\n\n\n

So in short: the sales go to the seller with the most Buy Box wins on Amazon, meaning that any enterprising seller on Amazon would do well to constantly work out ways on how to win the Amazon Buy Box and keep it. <\/p>\n\n\n\n

Let\u2019s take a look at the possibilities. <\/p>\n\n\n\t\t

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How to Become Buy Box Eligible?<\/h2>\n\n\n\n

Being eligible for the Buy Box means that you have fulfilled certain criteria that enable you to be placed in the \u201cAdd to cart\u201d field due to your high performance as a seller. What do you gain from the status as an eligible seller? For one, heightened visibility. Even if you are not in the Buy Box itself, you are still eligible for placement in the section \u2018More Buying Choices\u2019, which also makes you more attractive to buyers. While there isn\u2019t a set formula for getting into the Buy Box or winning it, there are certain requirements that you must fulfill in order to be considered:<\/p>\n\n\n\n

1. Professional seller account<\/h3>\n\n\n\n

In order to be eligible, you have to be a professional seller for at least 3 months. Someone with an individual seller account (\u2018Basic Account\u2019 in Europe) will not be considered.<\/p>\n\n\n\n

2. High performance metrics<\/h3>\n\n\n\n

In alignment with Amazon\u2019s customer-first mantra, only sellers that provide their customers with an amazing experience can become Buy Box eligible. We have listed all the factors that you need to excel at below.<\/p>\n\n\n\n

3. Novelty<\/h3>\n\n\n\n

The newer the items are that you sell, the higher the chance of you winning the Amazon Buy Box with them. Only if no new items are available, eligible sellers will be considered who are offering used items.<\/p>\n\n\n\n

4. Accessibility<\/h3>\n\n\n\n

Your listed item needs to be inventoried.<\/p>\n\n\n\n

If you run out of stock, the Buy Box will directly go to the next seller. This is why it is vital to always have a sufficient order volume (the \u201csufficient amount\u201d varies among categories).<\/p>\n\n\n\n

5. Dynamic Pricing <\/h3>\n\n\n\n

While Amazon does not communicate this, it is a well-known secret that it is mostly sellers with the most competitive price that hold the Buy Box. While pricing your items very cheaply is a surefire way to win the Buy Box it can also lead to price wars with your competitors. Find out here how to circumvent this.<\/p>\n\n\n\n

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

Are you wondering how to get the Buy Box? In Amazon, there is unfortunately no easy way to do this. Winning is never easy and Amazon is no exception in that regard. There is no ingenious workaround, no Amazon buy box hack that will let you win the orange button without being a formidable seller. There may be one or two Buy Box tricks that will raise your chances but the best way to win it is the old-fashioned way: outperforming the competition. Here\u2019s the Amazon Buy Box explained: <\/p>\n\n\n\n

The better you rank, the more you sell<\/h3>\n\n\n\n

With the number of sellers and customers constantly rising, only those with the highest customer satisfaction rating are shortlisted. Criteria that guarantee customer satisfaction are shown in the Amazon Buy Box KPI (key performance indicators) which the online giant gathers from the sellers\u2019 business activities on the platform. These include \u2013 among others \u2013 shipping time, order defect rates and\/or return satisfaction. <\/p>\n\n\n\n

Those who are looking to win the \u201cAdd to Cart\u201d field should be familiar with every important metric and have them under control accordingly. The bar is set quite high here \u2013 as an example, the defect rate should be as close to zero percent as possible if you want to win the Amazon Buy Box. <\/p>\n\n\n\n

Pricing is also extremely relevant, but is there such a thing as the correct Amazon Buy Box price? There is no definitive answer here because Amazon adjusts the price range for every product. Any seller that goes above this price range will not be able to win. <\/p>\n\n\n\n

It is unlikely that you will win the \u201cAdd to Cart\u201c field if your products are too expensive. On the other hand, a higher price can be compensated for by excellent seller performance, as long as you are within the above-mentioned price range. In other words, sellers with a higher price can still be awarded the Buy Box if they have better overall KPIs than the competition.<\/p>\n\n\n\n

Key Parameters Considered by Amazon’s Buy Box Algorithm<\/h2>\n\n\n\n
\"Buy<\/figure>\n\n\n\n

Here is a fast little takeaway for you: a Buy Box cheat sheet which lists all the aspects that are important for getting your brand in the Buy Box.<\/p>\n\n\n\n

1.  Order defect Rate<\/h3>\n\n\n\n

Amazon keeps track of your short- and long-term ODR (Order Defect Rate), which spans over the previous four months. Maintaining an ODR of less than 1% is essential if you want to win the Buy Box. Anything that surpasses that will make it challenging for you to place your goods in the Buy Box.<\/p>\n\n\n\n

2.  Stock availability<\/h3>\n\n\n\n

The Amazon Buy Box will instantly shift to another seller if you don\u2019t have the item on stock. This is why it is essential for retailers to maintain healthy stock levels of their best-selling items.<\/p>\n\n\n\n

The following rule does not apply when a product is marked as \u201cback-ordered\u201d and has a note on the product page. When a consumer places a backorder, they do so knowing that the item won\u2019t be delivered and won\u2019t be available right away.<\/p>\n\n\n\n

3. Landed Price<\/h3>\n\n\n\n

Including the shipping fees, this term refers to a product\u2019s final cost on Amazon.<\/p>\n\n\n\n

The Buy Box share increases as the landed price decreases. You can also charge more and keep your portion of the Buy Box if your performance metrics are better than those of your immediate competitors. However, if your rivals have better all round metrics, you\u2019ll have to lower your pricing to keep the same Buy Box share.<\/p>\n\n\n\n

4. Delivery Period<\/h3>\n\n\n\n

The time that the merchant commits to dispatch the item to the buyer is the most basic metric that the Buy Box considers.<\/p>\n\n\n\n

The influence of this parameter on the Buy Box will be even greater for some time-sensitive products and categories, like perishable goods and birthday cards, where buyers frequently demand quick shipping.<\/p>\n\n\n\n

5. Amazon Fulfillment (FBA)<\/h3>\n\n\n\n

The product\u2019s fulfillment strategy is the factor that has the biggest influence on the Amazon Buy Box.<\/p>\n\n\n\n

The simplest approach to improve your chances of being in the Buy Box is to use Fulfillment By Amazon (FBA), since Amazon naturally rates its own fulfillment services at a very high level \u2013 which, in all fairness, they are.<\/p>\n\n\n\n

That\u2019s not to say Fulfillment By Merchant (FBM) sellers can\u2019t ever outperform FBA sellers; it\u2019s just more difficult and requires really high scores across all variables as well as a very low pricing. Click here to find out more about Amazon FBM, e.g how it works and for whom it works the best.<\/p>\n\n\n\n

6. Customer Feedback<\/h3>\n\n\n\n

Amazon will review feedback from the previous 30 days, 90 days, and 365 days. Your chances of winning a Buy Box are at their highest if your customer feedback score is at least at 90%.<\/p>\n\n\n\n

How Do Shipping Methods Affect the Amazon Buy Box Percentage? <\/h3>\n\n\n\n

Amazon did not become so successful by not listening to their customers, and what customers want is fast shipping. In the past few years, the online giant has therefore massively expanded its own logistics service, while at the same time building up a strong partnership with external service providers such as DHL or Hermes. But how can this improve your Amazon Buy Box eligibility?<\/p>\n\n\n\n

Amazon not only offers its services to buyers but to their sellers also. Fulfillment by Amazon, or Amazon FBA, is a program that \u2013 for a certain fee \u2013 enables sellers to delegate storage, shipment and customer service to Amazon, leaving the sellers with the most important part of their business: the actual selling. <\/p>\n\n\n\n

What are the benefits of this? For one, you have more time to expand your business and also \u2013 and this is the reason why we mention this here \u2013 it will increase your chances of winning the Amazon Buy Box. As an FBA seller, you already fulfill two vital factors that the online giant takes into account when awarding the popular orange button: pristine customer service and very reliable shipment. Click here if you want to find out more about Amazon FBA.<\/a>   <\/p>\n\n\n\n

Here is a list of minimum requirements you need to fulfill:<\/p>\n\n\n

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