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What is the Amazon Buy Box?

The Add to Cart box - the seller who holds it gets the sale.

The Buy Box (Amazon now calls it the Featured Offer) is the Add to Cart section on a product page. When several sellers offer the same product, Amazon picks one of them for that box - and since most buyers never open the full offer list, holding the Buy Box effectively means getting the sales.

Amazon rotates the box between eligible sellers based on price, fulfilment method, seller metrics and stock. For arbitrage sellers the practical lever is price: staying competitive without racing to the bottom, which is what a rule-based repricer with a floor price does around the clock.

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More terms

ASINUPC / EANBSR (Best Sellers Rank)FBAFBMSeller CentralReferral feeFBA fulfilment fee

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Frequently Asked Questions

How do I win the Buy Box as a small seller?＋

Be eligible (healthy account, FBA or strong fulfilment), stay in stock and price competitively. Amazon rotates the box among close offers, so you do not need the absolute lowest price - you need to stay in the eligible band around it.

Why did my share of the Buy Box drop?＋

Usually price: a competitor moved and your offer left the competitive band. Stock-outs and account-health dips do it too. A repricer with a floor holds your place in the rotation without racing to the bottom.