Buy Box is the white box on the product page where “Add to Cart” and “Buy Now” buttons appear. It contains the details of one product seller, while all the other sellers will appear as “Others” below the first seller.
More than 80% of Amazon sales go through the Amazon Buy Box. If you win, you can dramatically increase your product’s visibility and daily orders.
This article will explain “What is a Buy Box on Amazon?” We’ll also discuss why it’s essential for Amazon Sellers and how to win one for your product.
To understand how Amazon assigns sellers to listings like these, you can also read about What is an ASIN Number and How to Create It?
Let’s get started!
Table of Contents
Part 1 – What is Buy Box Amazon?
On Amazon, whenever a customer opens the product page on a PC, they’ll see a white box on the right side of the screen. If they use a mobile, the box appears below the product description. This box is called a Buy Box or Featured Offer. It contains the best offer for the customer with instant purchase buttons.
However, only sellers who meet specific standards are eligible for this Buy Box. You must have a Professional Seller Account, sell new items, and have available product stock to become eligible for the Buy Box. Also, Amazon doesn’t always give the Buy Box to a single seller. It shuffles it between different sellers depending on their performance.
For sellers comparing different account types, here’s a useful read: Amazon Vendor Central vs Seller Central: What’s the Difference?
How Does the Buy Box Work?
When an Amazon Seller wins the Buy Box, that seller’s product will be displayed in the Buy Box. First, it will display the price of that product. After that, you’ll see the shipping details, such as extra charges, delivery location, and expected delivery date. You can also find info about available stock and the option to select the quantity of product you want to purchase.
The “Add to Cart” and “Buy Now” buttons are the default for the seller who won this Buy Box at that moment. The seller’s information appears right below the Buy Now button, like the seller’s name, return policy, and payment methods.
At last, it contains a separate section for other sellers of that product. When you click it, the details of those sellers open like pricing, delivery details, shipment, seller rating, reviews and an “Add to Cart” button for that seller.
If you want to know how to identify sellers quickly, check out How to Search for a Seller on Amazon? Easy Guide (2025).
Part 2 – Why is the Amazon Buy Box Important for Sellers?
Amazon Buy Box is important because it lets customers make instant purchases from the product page. For the seller who wins this Buy Box, daily sales are boosted to a great extent.
Here’s how a seller can benefit from it.
- High Sales Volume: Buy Box greatly increases the visibility of your product on Amazon. Higher visibility leads to more customer exposure, leading to an automatic increase in your sales volume. If you are struggling with the Buy Box, get the service of a reliable Amazon specialist like Impact Wolves to increase your chances of success.
If you’re sourcing from physical stores, our blog on A Beginner’s Guide to Retail Arbitrage can help you understand how Buy Box works for resellers too.
- Free Marketing & Increased ROI: Buy Box displays your product on the front of the product page. It’s free marketing for the product, which ultimately increases the investment return.
- Increased Amazon Reliability: If your product wins the Buy Box, Amazon has verified the seller. It dramatically improves the reliability and trust of the customer.
- Sponsored PPC Ads: You can further market your product with sponsored PPC Ads when you win the Buy Box. If you can’t manage the PPC ads yourself, you can hire a specialist for it.
Curious about how much you’ll spend on ads? See our breakdown in Amazon Advertising Cost in 2025: How Much Do Amazon Ads Cost?
Part 3 – How to Win the Amazon Buy Box?
Winning the Amazon Buy Box depends on many factors. The most important thing is the pricing of your product. Other than that, order defect rate, shipping speed, seller performance, and other metrics play an important role.
Let’s show what you must do to win the Amazon Buy Box.
Amazon has set specific criteria for a seller to qualify for the Buy Box. To win the Buy Box, you must first fulfill these conditions.
Fulfill Buy Box Eligibility Criteria
- You must have a Professional Selling Account on Amazon.
- You must be selling a New product.
- Your item must be available in stock at all times.
Set Competitive Pricing
If the price of your product is much higher than most competitors, it’s less likely to win the Buy Box. The Featured Offer is mainly given to the seller with the lowest price. Learn how to find your competitors so that you can find their pricing and set yours accordingly. Always set competitive pricing with the high-performance sellers.
To make smarter pricing decisions, consider reading How Amazon Seller Central Reports Can Help Grow Your Business.
Improve Performance Metrics
Seller performance is determined by reliable shipping options, low Order Defect Rate (ODR), and excellent customer service. Ideally, the ODR should be less than 1% & on-time delivery rate should be more than 97%. Make sure you excel in all these matrices.
Utilize Fulfilment By Amazon (FBA)
Amazon is committed to providing excellent customer service. Utilise Amazon FBA labelling to build trust and increase your chances of winning the Buy Box. You can also focus on product development and marketing while Amazon handles the logistics.
Also, if you’re looking to buy inventory directly from Amazon for resale, explore How to Find Items Sold & Shipped by Amazon 2025.
Stay Competitive
Get good seller feedback and reviews from your customers as much as possible. Also, ensure an ample supply in inventory so you never run out of stock. Lastly, continuously monitor the pricing of competitors and make adjustments accordingly.
Conclusion
A Buy Box is a white box on the right side of a product page that contains the best offer for the customer and options to make instant purchases. More than 80% of sales go through this Buy Box. As an Amazon seller, you need to fulfill certain criteria to win this Buy Box. Winning it will exponentially increase the visibility of your product and ultimately sales volume.
You can win the Buy Box by improving performance metrics, using competitive pricing, and utilizing fulfillment by Amazon.
Frequently Asked Questions
Q1. Why Does My Product Page Not Have A Buy Box?
The most common reasons are low seller performance, persistently higher prices than competitors, and using an individual seller account. Other than that, you won’t see a Buy Box on your product page if you only sell used items. Also, if you don’t sell internationally, the buyers in that region will not see a Buy Box on your page.
Q2. What is a Good Buy Box Percentage for High Sales?
A Buy Box percentage of 2-5% for highly competitive listings is a good target for any seller. However, you need a Buy Box percentage of 10-20% for regular listings if you want to have high sales volume.
Q3. How Does Amazon Determine the Buy Box Win Percentage For a Seller?
Amazon calculates the total page views a seller got while they won the Buy Box. Then it divides this number by the total number of page views of that product. It gives the Buy Box Win percentage for that specific seller, which he can see in the Amazon Seller Central Account.
Learn more about Is Amazon FBA Worth It in 2025? and how it impacts your eligibility to win the Buy Box.
