The Buy Box is the display on a product detail page with the Add to Cart button that customers can use to add items to their shopping carts and proceed to checkout. When one of your listed items appears as the default on the product page, you “win” the Buy Box, increasing your chances of selling that item.
If you are a Fulfillment by Amazon (FBA) seller, your FBA new offers are automatically eligible to win the Buy Box. Otherwise, you must meet all of the conditions listed below. Amazon does not guarantee placement in the Buy Box or in the More Buying Choices box that appears on some product detail pages just below the Buy Box.
A seller’s Buy Box eligibility may change over time based on the seller’s performance against the eligibility criteria mentioned above. The criteria are subject to change. Sustained seller performance and low ODR will help achieve and preserve a seller’s eligibility to win the Buy Box.
Since seller performance metric targets may vary by category and are subject to change, we do not disclose specific targets needed to become an eligible seller; however, becoming an eligible seller requires meeting very high standards, and excelling in the qualifying criteria.
You can monitor your listings on Amazon to determine if you are eligible to win the Buy Box for one or more categories. When you find that a product is placed in the Buy Box or the More Buying Choices box, you are eligible to win the Buy Box for that category.
If you are not currently an eligible seller, you can work toward becoming one by improving your Order Defect Rate and your other seller performance metrics. These metrics can be improved by maintaining high-standards over time, which helps develop customer trust. The following best practices can help you develop such customer trust.