What is the Amazon Buy Box?

Roisin McGrath

Post details

  • AUTHOR: Roisin McGrath
  • CATEGORY: Amazon Advertising
  • DATE: 14/04/2022

Did you know that over 83% of Amazon sales come from the Buy Box? It directly impacts your brand’s profit so it is crucial to understand what it means and ensure it is a key part of your Amazon strategy.

In the next of our series of posts on Amazon jargon, we’ll clearly explain what the Amazon Buy Box means for Amazon sellers

What is the Amazon Buy Box?

Simply put, the Amazon Buy Box is the white box on the right-hand side of the Amazon product listings, where consumers can purchase items. It features the product’s price, shipping information as well as info about the seller. It also has the “Add to Cart” button. Not all sellers are eligible to win the Buy Box.

Since there is no limit to the number of sellers who can use the Amazon platform, it is common for multiple merchants to frequently sell the same item. These sellers are known as resellers and when multiple resellers are selling products at the same time there is competition for which seller will win the Buy Box.

How does it work?

Amazon’s priority is to provide consumers with the best experience and therefore promotes trusted sellers and encourages buyers to purchase from them.

The platform has a criteria for sellers eligible for competing for the Buy Box which includes:

Seller status: winning the Buy Box is only available to professional sellers.

Product condition: only new products can win the Buy Box, used products are excluded.

Inventory status: there must be inventory of your item.

In-stock consistency: Amazon looks at not only the current inventory status of your product but also your overall consistency when it comes to keeping products in stock.

Shipping window: sellers who offer faster shipping options are more likely to win the Buy Box.

Product price: it’s critical that your brand’s products have competitive pricing, including charges for shipping, tax, and handling.

Performance metrics: in short, you want to provide the best possible service to shoppers to improve your performance metrics.

High impact on conversions 

The Amazon Buy Box algorithm operates 24/7, which means it’s always assessing your performance,  as well as your competitors’, on the platform. Based on this and the performance of your competitors, Amazon determines who wins the Buy Box.

While it can take a few months to win the Amazon Buy Box, there are several strategies you can adopt now to work towards your goal. Our next post on this topic will focus on top tips on how to win the buy box, but in the meantime, if you’d like some help with your brand’s Amazon strategy, get in touch! 

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