What Is the Amazon Buy Box?

The Amazon “Buy Box” is the “Add to Cart” and “Buy Now” section of the product listing. If a buyer doesn’t modify which seller they’d like to buy from and they simply add the product to their cart, the seller who ranks in the Buy Box gets the sale. As a seller, it’s essential that your products are in the Buy Box as roughly 80% of all Amazon sales are made through it; having your item in the Buy Box makes your offer significantly more visible to Amazon customers.

Buy Box Eligibility refers to whether or not your account meets the criteria/standards Amazon has put forth in order to rank in the Buy Box.

To become “Buy Box Eligible” you must have an Amazon Professional seller account and meet Amazon’s performance-based requirements, such as having a low order defect rate, being competitive with your pricing, providing a great customer experience (speedy delivery, 24/7 customer service, multiple shipping options, etc.)]. There isn’t an additional fee for being “Buy Box Eligible,” but you must continuously meet Amazon’s performance metrics over time.

As previously mentioned, in order to win the Amazon Buy Box you must: have a low Order Defect Rate (ODR), meet Amazon’s seller performance metrics, provide excellent customer service, have a long history of selling this product effectively, and be registered as a Professional seller.