Buy Box
Last updated: January 12, 2025
What is the Buy Box?
The Amazon Buy Box (also called the add-to-cart field) is the prominent area on the right-hand side of an Amazon product page that contains the “Add to Cart” button. When several sellers offer the same product, the Buy Box displays the offer of one particular seller.
The vast majority of purchases on Amazon are made through the Buy Box, which is why winning this field is decisive for sales success.
Table of contents
Why is the Buy Box important?
More than 80% of all Amazon sales are processed through the Buy Box. Without Buy Box eligibility, sellers can only sell via the “Other Sellers on Amazon” link, which means significantly less visibility.
Buy Box eligibility is also a prerequisite for Sponsored Products ads, since only Buy Box-eligible products can be advertised.
Factors for winning the Buy Box
Strategies to win the Buy Box
Use FBA for better Buy Box chances. Keep your prices competitive and monitor the market closely. Provide excellent customer service and maintain high ratings.
Avoid supply shortages and keep enough inventory on hand. Respond quickly to customer inquiries and minimize returns.
Frequently asked questions (FAQ)
Can the Buy Box rotate?
Yes, the Buy Box can rotate between several qualified sellers. The share each one receives depends on the winning factors.
How do I see my Buy Box share?
In Seller Central, under Reports, you can view and analyze the Buy Box percentage for your products.
Related terms
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