Amazon Buybox - How to Win It!

The Amazon Buybox is essentially the shopping cart field on Amazon. On every product detail page, you'll find a box on the right side where the customer can add the product to their shopping cart or make a direct purchase.

Why is the buybox important?

For you as a seller or vendor, the buybox is of great importance, as revenue rises or falls with it. The reason for this is the following: For a product that is offered by multiple merchants, only one merchant can win the buybox. As a customer, it is possible to select another merchant who offers the product with a few clicks. However, this function is not known to the majority of buyers and is also designed very inconspicuously. Almost 90% of customers therefore order exclusively through the merchant who holds the buybox. This means: Only if you have the buybox will your product also be bought.

How do I get the buybox?

To be able to receive the buybox at all, you must have a professional seller account and usually demonstrate at least 90 days of sales history. Amazon specifies the following factors for winning the Buy Box:

• Competitive price
• Prime and free shipping
• Exceptional customer service
• Sufficient inventory

Often the product with the lowest price and the fastest shipping method is placed in the buybox, but this is not always the case. If a seller account of a merchant shows very good performance, small price differences with the same shipping method and same shipping time can be compensated. Typical customer service performance is the number of A-Z guarantee cases as well as general customer satisfaction.

In the buybox, products are especially preferred that are directly orderable with Prime through Fulfillment by Amazon (FBA). With FBA, Amazon takes care of logistics and therefore high customer satisfaction is guaranteed.

As a private label merchant, you usually automatically have the place in the buybox secured, since in this case there are no other sellers of this product.

Lost Buy Box (LBB)

Sellers like vendors can also lose the buybox at any time. This can be due to various factors, such as a strong price increase or changed seller performance. Buybox holders can also change from a customer perspective, e.g., if the merchant in self-shipping is located at a distant location, but another merchant has a shorter delivery time. Here you can read more about the LBB topic.

Attention: If you have a Sponsored Brands campaign running for a product and lose the buybox, it can happen that you advertise for another merchant who holds it at that moment.