Winning the Buy Box on Amazon in 2018


It is estimated that over 80% sales on Amazon happen through the buy box. As a seller not having the buy box means your chances of making sales are 1 out of 5 and when there are multiple sellers then the chances are pretty slim. Winning the buy box is an ongoing battle among the sellers and there are multiple factors to consider and I’ll try to cover all.


What is Amazon Buy Box?

When you open a product detail page on Amazon then on the right side of the product images, as highlighted below is called the buy box.


It allows the buyers to click on “Add to Cart” button and the seller in the buybox whose offer is shown gets the sale when customer checkout. So for you as a seller, it is very important that you land your offer in the buy box because over 80% of the sales are estimated from the buy box on Amazon.

There are number of factors that Amazon’s algorithm consider before allocating buy box to a specific seller. The buy box algorithm analyze each offer and evaluates on the basis of seller performance, prices, shipment method and few others. Important point to note here is Amazon also rotates the offers in the buy box in order to determine which seller is providing the best product and service to the customer then that seller win the buy box most often.


Following are the factors to consider when it comes to win buy box:


Product Listing

Your product listing should be accurate and optimized in all areas specially the category and ASIN. Minor mistakes such as poor listing, lack of photos, etc. will make it difficult for buy box algorithm to recognize your listing suitable for the customer.


Competitive Pricing

Main reason that customers come on Amazon to shop is low prices that means your pricing has to be competitive. You should continuously track prices of your competitors to match their prices. When you track buy box pricing and set your price according to that you significantly improve your chances of landing in the buy box.

Mind you that lowest price doesn’t mean you will always win the buy box, but when your seller rating is best and combined with the low price then buy box algorithm will definitely give you favor over others.


Shipping Method

When you offer a quick delivery to customer and also ship on time, Amazon does track it and give your credit for it in terms of more chances of making sales. Your late shipment rate is very important for the Amazon, it should not be more than 4%.

FBA shipment method is very important as it assures the on-time delivery of the items that’s why it has weightage for the algorithm when it comes to allocate buy box to a seller.


Order Defect Rate

Order Defect Rate also known as ODR is one of those factors that Amazon has stated itself that it evaluates. That being said ODR along with other thing is checked by Amazon so try to keep it as low as 1%.


Customer Service

Customer service is one of the things that made Amazon popular among the online buyers. Quickly responding to their complaints, critical reviews, refunds, returns and exchanges make you a better seller than others. If your customer support is not that much active then using FBA program can help you with returns and other customer support.



Inventory is also seen as important factor by the industry experts. If you are a serious seller you always want to maintain a minimum threshold of inventory. Amazon always keep watch on the sellers who oversell their items so you must have the items physically available that you are selling or you can risk your subscription too.


How long have you been selling?

Selling experience and the time since you’re selling on the Amazon are one of the ambiguous factors stated by Amazon. But, it is quite possible that a seller with longer experience and better performance will definitely get more chances of winning the buy box than the relatively new ones.


Seller Performance

Seller performance is important because many of the above factors counted towards your overall performance that is shows as seller rating. You can always improve it by working on your ODR, feedback, returns and refunds. Keeping your seller rating above 75% will make you eligible for landing in the Buy Box.

Well, this is pretty much it. This may not be possible for you to be a perfect seller but you can still manage to work on few areas mainly including price, shipment speed and seller performance to improve your chances of winning buy box. If it is difficult to manage then you can also consider to outsource Amazon selling tasks to the virtual assistance for better management.