We get a lot of questions from new Amazon sellers about the buy box. As an agency, we look at the buy box daily, but we know most consumers have no idea who they’re purchasing from, and oftentimes new sellers don’t understand how the Amazon buy box algorithm works. In this article, we’ll break down what the buy box is, different ways seller information appears within the buy box, and how Amazon assigns the buy box winner. Let’s dive in!
What is the Amazon Buy Box?
The Amazon buy box is the section of an Amazon product detail page where customers convert by clicking “buy now”. On a desktop, the buy box appears on the right side of the page whereas on mobile it will appear lower on the page.
The Amazon buy box displays product and seller information such as where the product is coming from, its price, and the estimated delivery date. The price and delivery date are determined by the buy box winner, who can be identified in the buy box, as well.
The buy box winner can be identified using the “Ships From” and “Sold By” fields displayed under the “buy now” button. Where products are being shipped from and who they’re being sold by can vary based on seller type. For example, here are some variations you may come across on Amazon:
- Ships from Amazon & Sold by Amazon
- Example: Vendor Central sellers
- Ships from Amazon & Sold by COMPANY
- Example: FBA seller
- Ships from COMPANY & Sold by COMPANY
- Example: FBM seller
Often, there is more than one seller on a product page and in some cases, there can be more than 40 accounts selling the same item on the same detail page. As you can imagine, this increased competition causes urgency amongst the sellers over who will win the buy box.
Over 90% of sales go to the Buy Box winning seller.
Only one seller can win the buy box, but consumers can still view and purchase from other sellers by opening the full seller list. This view allows consumers to easily compare all the sellers by price, delivery date, product condition, and seller rating. This view is particularly useful for shoppers looking for cheaper, used products or those willing to wait longer to receive the product to save a few bucks.
The Amazon Buy Box Algorithm
Now that we’ve gone through how to find the buy box and what’s in it, how do you actually become the buy box winner? Amazon will typically award the buy box to whichever seller has the product available with the quickest delivery time at the lowest price. With Amazon’s reputation as a consumer-first platform famous for its 1–2-day shipping, the platform is always going to reward whichever seller can meet these criteria. And, of course, your product needs to be in-stock to be sold, so Amazon will rarely give the buy box to a seller whose product is out-of-stock (just another reiteration from Amazon to get your logistics in order).
IMPORTANT: Remember that Amazon Vendor Central will almost always match the lowest price, and almost always has fast delivery times so Seller Central sellers will rarely win the buy box if Vendor Central is holding stock.
Example of Winning the Buy Box on Amazon
As an example, let’s say you’re a high-end shoe brand selling products for $200 on Amazon. If another seller lists the same product for $40 cheaper, Amazon is most likely going to give that second seller the buy box (assuming you both have the same estimated delivery date and product condition). Amazon always wants to give shoppers the best possible deal, so the platform will promote whichever seller can offer the lowest price with the fastest delivery time. In some cases, Amazon will give the buy box to a seller with a slightly higher price, so long that its estimated delivery date is closer than that of the other sellers’. But, if you and your competitor both offer Prime shipping, try adjusting your product price below theirs to win the buy box.
Common Questions about the Amazon Buy Box Explained
What if another seller offers the same price and delivery date?
Assuming the 3 main factors Amazon is using to determine the buy box winner are matched between you and competitors, the buy box will then be rotated from one seller to the next. This is how Amazon is able to make each seller “happy” while keeping them on their toes; just because you don’t have the buy box now, doesn’t mean you won’t have it soon! Keep an eye on the other sellers and consider adjusting your price or shipping window, if possible, to earn and maintain the competitive edge. Remember Vendor Central generally does NOT rotate buy box with 3P sellers.
Does Amazon give preference to experienced sellers or a brand?
Assuming all sellers have a premium account ($40/mo.), all sellers regardless of reviews or volume have a nearly equal opportunity to win the buy box. Amazon also offers no control or preference for a brand selling on Amazon.
How to get the buy box on Amazon from another seller?
If there’s another seller on your detail page who’s earned the buy box, focus on improving the 3 metrics Amazon’s algorithm is paying attention to:
- Price
- Lower = good
- Delivery window
- Faster = better
- Availability
- In stock = best
You’ll have the most difficulty winning the buy box on Amazon if your product is out-of-stock, so improving your product availability should be your first focus. From there, try to get your products to customers as fast as possible (ideally within 1-2 days). After that, your best bet at winning the buy box will be to adjust your price lower than the competition.
Conclusion
Understanding buy box is essential to any seller’s success and key to managing your brand’s products on the Amazon platform and beyond. Keep a close eye on what is happening to your products and be prepared to act accordingly!
