The e-Comas guide on how to win the Amazon Buy Box

Jérôme de Guigné
6 min readJan 18, 2023

- Written by The e-Comas Team

Competition on Amazon has never been fiercer. Everyone wants that precious golden box on the right of the screen that customers almost automatically select. It’s the holy grail of any Amazon business — everyone wants it. We’re talking about the Buy Box!

Who gets the Buy Box is a decision for Amazon’s algorithms, and the details of which are one of Amazon’s best-kept secrets. But there are known ways to increase your chances of winning the Buy Box, including low prices and high customer ratings. Sellers can also win the Buy Box by joining Amazon Prime and offering free shipping on certain orders.

Knowing how the Amazon algorithm works and how it determines who gets the Buy Box will help you beat your competition. Read on to learn more about what the Buy Box is, who’s eligible and our top tips on winning it.

What is the Amazon Buy Box?

The Amazon Buy Box is the area on an Amazon product detail page where customers can add the item to their shopping cart or buy it right away. You’ll have come across the Buy Box before — it’s the box that appears on the right-hand side of a listing, where the “Add to Cart” and “Buy Now” buttons are located.

The Amazon Buy Box has a lot of power in determining who wins the sale because it’s usually placed at the top of a product detail page and always visible. It’s also prominently displayed for customers browsing products using a mobile device, so your chances of winning the sale are even higher.

Who’s eligible for the Buy Box?

Good news for Fulfilment by Amazon (FBA) Sellers! Using Amazon FBA fast-tracks your way to Buy Box eligibility, and your FBA new offers are automatically eligible to win the special box.

If you’re not an FBA Seller, you must sign up for a Professional Seller account, which costs extra. You should also be aware of the performance metrics Amazon uses to decide who gets the Buy Box, which includes order defect rate, cancellation rate and late shipment…

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