Sales on Amazon
Amazon Buy Box - what is it and how can you win it?
8 Feb 2021
Buy Box Amazon – what is it?
It is one of the most important questions for sellers on Amazon. The Buy Box determines whether you are the first-choice seller (which also impacts the effectiveness of sponsored campaigns). The decision is made by the A9 algorithm, which you do not fully control — but you can increase your chances by meeting key criteria.
Types of sellers
There are two main models operating on Amazon:
Amazon as a seller (Vendor Central) – a wide range of private label and distribution brands.
External sellers (Seller) – often specialized in selected categories.
Since many sellers can offer the same product, competition arises between so-called resellers and private label sellers. Reseller – in brief: a company/person buys products from external brands wholesale and resells them on Amazon, profiting from the price difference.
What is the Amazon Buy Box?
When many sellers offer the same product, it becomes crucial to win the Buy Box (to be the first-choice seller). The Buy Box is a panel on the product page (with the “Add to Cart” button), where Amazon presents the best offer at that moment. Other sellers are visible below as alternatives.
It is estimated that ~85% of sales go through the Buy Box (even more on mobile). The Buy Box formula rewards reliable sellers with a competitive price and excellent service.
Minimum requirements to compete for the Buy Box
Account status Professional and a minimum of 90 days of sales.
Status Buy Box-eligible (formerly Featured Merchant).
Sale of new products.
Stock availability for the given SKU (maintain stock levels high).
What affects the granting of the Amazon Buy Box?
Understanding the A9 logic helps optimize the metrics:
Fulfillment Method
FBA or SFP usually have an advantage over FBM (flawless, timely delivery = better CX).
With FBM, you must “prove” the quality of logistics (speed, reliability).
Total Price
A lower price often helps, but does not always win.
Sales performance/rating can overcome minimal price differences.
When Amazon is one of the bidders, its offer usually dominates the Buy Box (even with price differences).
Shipping Time
The faster, the better; with FBM aim for 2 business days.
Availability
Out of stock eliminates competition.
Account Performance
Includes, among other things, Customer Service Performance and Delivery Performance.
Customer Service Performance – ODR
Order Defect Rate (ODR) = % of orders with defects (negative reviews, A-to-Z claims, chargebacks).
Goal: < 1%.
Invoice Defect Rate (IDR) (lack of invoice for the customer) – Amazon recommends < 5%.
Customer Reviews
The proportion of positive reviews (last 30/90/365 days) and their number relative to sales history count.
Aim for ≥90% positive reviews and actively encourage reviews.
Response Time to Messages
Respond within ≤24h (including weekends); in the battle for the Buy Box aim for ≤12h.
Delivery Performance
VTR – correct tracking numbers: ≥95%.
LSR – delayed shipments: <4%.
OTDR – on-time deliveries: ≥97%.
Cancellation/Refund Rate – <2.5%.
SUMMARY
There is no single “golden” trick for the Buy Box — it is the result of a sum of metrics and their continuous optimization. Keys to success: FBA/Prime, excellent customer service, stock availability, competitive price, and reliable logistics. Amazon does not disclose the full A9 formula, but industry experience shows that the above factors have the greatest impact.
At Go2Market, we are happy to share our knowledge and practice. Do you have questions or your own observations regarding the Buy Box? Let us know in the comments!
Happy Buy Box winning!
Magda Wiącek