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Mastering the Amazon Buy Box: A Comprehensive Guide for 2024

Mastering the Amazon Buy Box: A Comprehensive Guide for 2024


The Amazon Buy Box is like the king of online sales on Amazon. It’s not just a space for transactions; it’s where a whopping 83% of Amazon’s sales happen, showing how crucial it is in the competitive online retail world. As we head into 2024, this guide becomes your go-to guide, helping sellers navigate the ins and outs of the Buy Box. It’s not just full of information; it’s a practical tool that gives sellers the knowledge they need to get a good spot in the Buy Box rotation.

In the huge landscape of online selling, where making sales is super important, understanding how the Buy Box works is like having the power to do really well on Amazon. So, get ready as we explore things like shipping, pricing, and how well you’re doing, sharing the secrets to getting your fair share of the Buy Box in 2024.

Understanding the Amazon Buy Box


The Amazon Buy Box is a sought-after spot on a product page, streamlining fast purchases. This virtual hot seat rotates among sellers meeting specific criteria, ensuring fairness and diversity in opportunities. Amazon’s remarkable net revenue surpassed $502 billion in 2022, with a substantial portion stemming from the Buy Box. This highlights the Buy Box’s crucial role in propelling sales, making it a key player in the e-commerce landscape. Its dynamic rotation fosters a competitive marketplace, benefiting both sellers and customers alike. In essence, the Buy Box stands as a linchpin in Amazon’s success story.

Amazon’s Buy Box Requirements


To compete for the Buy Box, sellers must meet four key criteria:

  1. Professional Seller Account: To vie for the Buy Box, sellers must have a Professional Amazon Seller account. Individual or Basic accounts are not eligible, highlighting the need for a subscription to access the features and privileges associated with professional selling on Amazon.
  2. Buy Box Eligibility: Sellers aiming for the Buy Box must ensure their Order Defect Rate (ODR), Cancellation Rate, and Late Shipment Rate metrics are in good standing. Maintaining these performance metrics at acceptable levels is critical for Buy Box eligibility and reflects a seller’s commitment to reliable service.
  3. Item Condition: New items hold a significant advantage when it comes to the Buy Box. The algorithm tends to favour sellers offering new products, emphasizing the importance of providing customers with fresh and unused items for a higher likelihood of securing the Buy Box.
  4. Stock Availability: To be in the running for the Buy Box, sellers must keep their items in stock. The only exception is for back-ordered items, which allows sellers to compete for the Buy Box even when the product is not immediately available. Consistently having products available ensures sellers can meet customer demand and maintain their eligibility for the Buy Box.

Key Factors Influencing the Buy Box

  • Fulfilment Method: How you fulfil orders plays a crucial role in winning the Buy Box. Amazon highly prefers Fulfilment by Amazon (FBA) seller services , but Seller-Fulfilled Prime (SFP) is becoming popular, especially for heavier items. SFP allows sellers to reach Prime members without storing goods in Amazon’s fulfilment centres.
  • Landed Price: Winning the Buy Box is not just about having the lowest product price. The total landed price, which includes shipping and VAT (for UK and EU), is a key factor. Striking a balance between competitive pricing and additional costs is essential.
  • Shipping Time: The speed at which you can deliver items to customers significantly influences your chances of winning the Buy Box. Quick shipping is particularly crucial for time-sensitive products, and customers often consider estimated delivery times before making a purchase.
  • Stock Availability: To be in the running for the Buy Box, you must have the item in stock. However, there’s an exception for back-ordered items with a clear delivery date. This flexibility allows sellers to still compete for the Buy Box even when the product isn’t immediately available.
  • Order Defect Rate (ODR): The ODR is a critical metric that encompasses negative feedback, A-Z guarantee claims, and service chargebacks. Keeping your ODR below 1% is essential for Buy Box eligibility, as Amazon considers it a measure of your overall performance and customer satisfaction. Maintaining a low ODR is crucial for building trust with buyers and securing your position in the Buy Box rotation.
  • Valid Tracking Rate: To remain eligible for the Buy Box, ensure that valid tracking information is provided for at least 95% of packages you ship. This reliability in tracking is crucial for maintaining trust with customers and meeting Amazon’s standards.
  • Late Shipment Rate: Keep late shipments below 4% to enhance your chances of winning the Buy Box. Timely shipping is a key factor in providing a positive customer experience, contributing to overall seller performance.
  • Delivered On-Time Rate: Aim for a delivery success rate of 97% or higher. Consistently delivering orders on time is vital for customer satisfaction and reinforces your eligibility for the Buy Box.
  • Feedback Rating: Recent feedback holds significant weight in Buy Box considerations. Maintain a positive feedback rating to demonstrate your commitment to excellent customer service and enhance your chances of winning the Buy Box.
  • Customer Response Time: Respond to customer inquiries within 12 hours to increase your likelihood of winning the Buy Box. Quick and efficient communication reflects positively on your seller performance. Avoiding late responses, especially over 10%, is crucial to maintain a positive standing.
  • Feedback Count: Accumulating more feedback from buyers can boost your Buy Box prospects. Actively encourage satisfied customers to leave feedback, as a higher feedback count contributes positively to your overall performance.
  • Inventory Depth/Sales Volume: Consistent sales and maintaining ample inventory can increase your share of the Buy Box. Amazon favours sellers with a robust history of sales and sufficient stock, ensuring a seamless shopping experience for customers.
  • Cancellation and Refund Rate: Keep cancellation and refund rates below 2.5%. Excessive cancellations or refunds may negatively impact your chances of winning the Buy Box, as it reflects on your ability to fulfil orders reliably. The Amazon seller refund should be optimal to meet the required criteria.

Winning Strategies for the Buy Box:


  • Know Your Metrics: Keep yourself well-informed about your performance metrics by regularly checking and analysing them through Amazon Seller Central. Understanding how you measure up in areas like shipping, customer feedback, and order fulfilment is crucial for Buy Box success.
  • Focus on Vital Metrics: Prioritise the metrics that have the most significant impact on winning the Buy Box. Seller feedback is particularly important, as positive reviews contribute positively to your overall performance and eligibility for the Buy Box.
  • Improve Seller Performance: Actively identify areas where your performance can be enhanced by utilising tools available on Seller Central. Whether it’s refining your shipping process, responding promptly to customer inquiries, or minimizing order defects, consistent improvement is key to securing a spot in the Buy Box rotation.
  • Competitive Pricing: While being competitive is essential, it doesn’t always mean having the lowest price. Use repricing software to strategize and adjust your prices efficiently. Consider your overall value proposition, including factors like shipping, customer service, and product quality, to stand out without necessarily being the cheapest.

Debunking Buy Box Myths

  • Amazon does not share the Buy Box with third-party sellers: Contrary to the misconception that Amazon exclusively claims the Buy Box, the reality is that third-party sellers can indeed win a share of it. The Buy Box rotates among eligible sellers, fostering fairness and diversity in the competitive marketplace.
  • The lowest price isn’t the sole determinant; factors like the fulfilment method play a significant role: While pricing is a crucial factor, it’s not the only one. The Buy Box algorithm considers various elements, including the fulfilment method. Sellers utilising Fulfilment by Amazon (FBA) or Seller-Fulfilled Prime (SFP) may have advantages beyond merely offering the lowest price.
  • No exclusive access: other sellers can appear at any time: Sellers should be aware that no one is guaranteed exclusive access to Amazon’s Buy Box. The rotational nature of the Buy Box means that other merchants meeting the eligibility criteria can appear at any time, challenging the notion of exclusive ownership.
  • Buy Box eligibility is decided by Amazon, not sellers: Sellers need to understand that it’s Amazon, not the individual sellers, who determine Buy Box eligibility. Meeting the specified performance metrics and criteria is crucial, but the final decision rests with Amazon. Sellers can optimise their chances by excelling in areas like order defect rate, shipping times, and customer service.

Debunking these myths is essential for sellers to approach the Buy Box with accurate information. Understanding the dynamic nature of the Buy Box and the various factors influencing its rotation empowers sellers to navigate the platform more effectively and compete successfully in the Amazon marketplace.

In conclusion, mastering the Amazon Buy Box in 2024 requires a strategic approach, focusing on critical metrics, and maintaining a balance between customer experience and pricing. The Buy Box is a dynamic system, and staying informed about its intricacies will empower sellers to thrive in the competitive Amazon marketplace. By delivering exceptional customer experiences, sellers can elevate their prices and still secure a healthy share of the Buy Box, making it a win-win for both sellers and customers alike.

Elevate your Amazon game with eStore Factory! your trusted Amazon management agency. As a seller aiming to conquer the Amazon Buy Box and boost sales, eStore Factory’s Amazon experts are your strategic ally. Specialising in Buy Box intricacies, we ensure your products stand out, maximizing visibility and leaving competitors behind. Our tailored strategy, rooted in vital metrics and proven techniques, guarantees real results. With expert guidance at every step, from Amazon listing optimisation fulfilment methods to refining pricing strategies, we navigate the complexities of Amazon success together. Gain access to our tools and knowledge to not only win the Buy Box but dominate your niche, amplifying your profits.

About The Author

Jimi Patel

Jimi Patel, is a Co-founder and CEO at eStore Factory, an Amazon SPN certified agency that serves as a one-stop solution for all your Amazon business needs. Having helped countless brands increase sales and grow their footprint on Amazon, Jimi provides the most practical and effective solutions for your business. He is highly skilled in developing and executing plans that align with your specific business goals and objectives. When not working, Jimi enjoys practicing yoga and traveling to new places. He is an avid reader and enjoys staying up-to-date on the latest trends and developments in the e-commerce industry.