Your Guide to Winning the Amazon Buy Box in 2022

With eCommerce sales skyrocketing comes an influx in online sales. If you are an agency, brand, or seller, you are probably typing the following phrases into your trusty search engine confidant:

To answer these questions, let us start at the beginning. 

Your Guide to Winning the Amazon Buy Box In 2022

Understanding an eCommerce platform is relatively simple. There is a seller, a consumer, and a platform through which the business occurs. Easy as ABC, right? But what happens when multiple sellers sell the same product? Well, that is when it gets tricky.

The competition is fierce, and sellers need to optimize their strategy with data-driven decisions to win the Amazon Buy Box and earn the sale.

1. Amazon Buy Box: What Is It?

It is no surprise that Amazon is responsible for a plethora of online retail sales. But did you know that a vast majority of those sales happen through the Buy Box?

The Amazon Buy Box is the box on a product detail page where customers can begin the purchasing process by adding items to their shopping carts. 

2020 Guide Amazon Lost Buy Box DataHawk Blog

2. Amazon Buy Box: the Factors

The Amazon Buy Box is the box on a product detail page where customers can begin the purchasing process by adding items to their shopping carts. Amazon Buy Box is awarded to the seller who has the product listed at the best price along with other factors that include:

- FBA/Prime shipping offered

- Availability of a product

- Good seller feedback

- A competitive price

We know that 83 percent of all sales on Amazon are made through the Buy Box. People rarely purchase something without adding it to their basket. The percentage is even higher when it comes to mobile purchases. This shows you the importance of the Amazon Buy Box. If you have it, people are far more likely to buy your product.

But since there is vast competition among retailers on Amazon, only the best of the best in terms of retailers can win it. For example, one out of five lost the Amazon Buy Box because of stock issues (BlueBoard-2019), and 66 percent lost the Amazon Buy Box because of price competition (BlueBoard-2019).

Amazon is well known for its customer-oriented mentality and has done its best to preserve customers' rights. However, it owes a great deal of its popularity to such a customer policy.

2020 Guide Amazon Buy Box DataHawk Blog

3. Amazon Buy Box: the Status

Amazon has built the Buy Box and the algorithm behind it in favor of the customers. Basically, the seller who owns the Amazon Buy Box is the most interesting for the final customers in terms of pricing, reliability in terms of reviews and ratings, etc.

The products on Amazon that no longer own the Amazon Buy Box or have a lost Amazon Buy Box are listed in the "see all buying options" function. This button allows the customer to virtually see the same or very similar products with different price tags, usually more expensive.

Naturally, no seller is satisfied with having her product in the "see all buying options" list, as this reduces their possible profits. Amazon gave the reason behind this decision, and it goes as follows:

"Sellers have their product prices on our platform. If a product is not priced competitively by a seller, we reserve the right not to feature that offer. Customers can still find all offers on the offer listings page."

2020 Guide Amazon Buy Box DataHawk Blog

Watch the video on how to win the Amazon Buy Box and stay at the top for add-to-cart purchases. We cover the Amazon Buy Box alerts and Amazon hijacker alert and how it is important for arbitrage and private label sellers who are having issues with hijackers

4. Amazon Buy Box: the Rules

You are not eligible to be the sole owner of the Amazon Buy Box; consider the Amazon Buy Box as stock-like style, allowing you to win shares of it. Once you pass the eligibility requirements, the algorithm roots out the best deal, giving competitors more strain and consumers a better buying option.

There are many popular items on Amazon with an abundance of resellers, and Amazon is well aware of this fact.

While other eCommerce platforms like AliExpress might have quite the price difference for the same product, Amazon cut down on this through its advanced algorithm.

The high tech algorithm compares the listings by numerous factors, including:

  1. Using Fulfillment by Amazon (FBA)
  2. Seller-fulfilled Prime
  3. Landed price
  4. Shipping time

It inspires a more competitive attitude among sellers, making them adjust their prices accordingly, basically homogenizing the market value of certain items.

The final addition is the time balance. While the top-ranked seller of the item can hold the item Buy Box share for most of the day, the lower-ranked seller can hold it for a lesser time, reducing the chances of the market becoming monopolized while also looking out for the little guy.

How to win the Amazon Buy Box [2020 Update]

If your listing violates any of Amazon's guidelines, your entire product page could be suppressed and hidden from customer search results. Yes, it can be this hard. But there is another and equally harmful version of Amazon suppression known as Buy Box suppression.

Most sellers understand the significance of the Buy Box. This valuable tool allows shoppers to click through to purchase with a single hit of the "Add to Cart" button. Because the Buy Box makes it much easier for shoppers to complete a purchase, the seller with the Buy Box tends to make more sales.

Read our article to learn all about Buy Box Suppression and how you can save yourself from becoming a victim of it.

2020 Guide Amazon Buy Box DataHawk Blog

5. The Balancing Capabilities

The balancing capabilities allow the consumer to get the most bang for their buck, cutting down on stiff price differences between sellers.

The Amazon Buy Box algorithm compares prices against the seller metrics, allowing people to sell at their desired price if their parameters match.

If you are a good seller and your price is slightly above the competition, you will still get props for being the awesome seller you are. If you have mid-range seller metrics, you are in for a little bit more trouble. You need to get the parameters up to participate in most Amazon feats, and the Amazon Buy Box is one such feat.

Getting your metrics up while obtaining your Amazon Buy Box is as simple as cutting down on price. Most of the simplified over-offered products are extremely overpriced anyway, so cutting a little bit on profits now might earn you a small fortune later. This procedure adds a healthy dose of competition, allowing sellers to compare themselves with other sellers for consumers' wallets. If all goes south, you are still eligible to share the Amazon Buy Box feature, perhaps with Amazon themselves, which is not a bad thing. Amazon would die out quickly if it had no consumers, but the sellers are essential. You cannot buy anything if there is nothing to buy. Amazon is not discriminating against sellers; it is just favoring the consumers.

2020 Guide Amazon Buy Box DataHawk Blog

6. Amazon Buy Box Requirements

The sellers at Amazon need to secure their place in the Amazon marketplace, and getting your store eligible for the Amazon Buy Box is no walk in the park. There are a couple of different things you need to do, such as:

- Having a professional seller account. You can purchase a professional seller (Pro-Merchant) account to raise your chances at the Amazon Buy Box. This account standing has numerous other benefits, which you can read up on through our website.

- All your items must be new. Used items are not eligible for the original Amazon Buy Box, but they will be offered through the Buy Used Box, which is the same, but for used items.

- Your items also need to be in stock. All the products you want to add to the Amazon Buy Box must be in stock. The "currently not in stock" red text is reserved for your product link, which is not going to present itself anymore unless you are specifically looking for them.

2020 Guide Amazon Buy Box DataHawk Blog

7. How to Win Buy Box on Amazon 

Mind the FBA

The FBA stands for Fulfillment By Amazon. It is by far the biggest thing that impacts whether you will get the Amazon Buy Box or not. Amazons' fulfillment service is the metric that spans all of the variables; utilizing FBA within your product and business is the best way to get a shot at the Amazon Buy Box.

FBA does cost some money and is by no means spare change. You need to ask yourself if you have accomplished everything else before you consider FBA. Think of FBA like a final coat of polish on a car. It would be incredible if you prepared your paint but mediocre if you applied only the polish.


Mind the SFP

The SFP stands for Seller Fulfilled Prime, which offers top-performing fulfillment by the seller the chance to fulfill their existing orders and accompanying Amazon Prime at the same time.

SFP is the overall most balanced method, combining control potential and Amazon Buy Box eligibility. Unfortunately, this feature is not easy to achieve and requires proper metrics to even apply for it. But since it doesn't ravage your budget, it is a good thing to keep in mind when trying out for the Amazon Buy Box.


Adjust the Landing Price

Adjusting the landing price of your product is the simplest way to get your product to be Amazon Buy Box worthy. The landing price entails the total cost of your product, plus the shipping, customs, and handling fees.

The lower the price, the bigger the share of the Amazon Buy Box. As this is a consumer-oriented feature, try to square off your price to make it more appealing to both consumers and the Amazon algorithm (To keep track of your competitors, try our advanced Amazon price alert tool.



The second most significant thing that is often looked at by consumers, and the algorithm, is the shipping time. This metric is strongly favored if short and actively antagonized if long. This exact reason is why one-day shipping is such a popular feature.

For certain products and categories, faster shipping is preferred. However, cutting down on the shipping time of your product is probably the quickest way to get favored by the Amazon Buy Box algorithm and secure your place in the Amazon ecosystem.

2020 Guide Amazon Buy Box DataHawk Blog

8. The Trinity of Amazon Product Pricing

Correctly pricing your product is the only way to ensure that you will get the Amazon Buy Box. The primary metric that is looked upon by the Amazon Buy Box algorithm is the overall price of your product. So, if your product is competitively priced and fulfills all the parameters, it is almost guaranteed that it is Amazon Buy Box eligible.

Manual Pricing: Manual pricing and repricing are when a seller manually updates the price of a product. For each of your ASIN's, you need to update the price, making sure that all of them are proper and competitive. It is the perfect method for people selling original or unique goods. However, if you are a reseller, this might be a waste of time.

Rule-Based Pricing: Pricing and repricing your products based on the rules is yet another way to win the Amazon Buy Box eligibility. This process entails examining your competition and repricing according to them. One cent less can make a world of difference in such a competitive market. Setting up rules is not a straightforward process, and you do need to know what you are doing. You will not keep the lowest price on the market for long, and some people are willing to lose money to gain more in the long run temporarily.

Another thing that you might kick-off is a never-ending spiral of price cuts. Some businesses can keep this up for quite a long time, but most cannot. Cutting down on the price of a product is a good thing in the short term but creates long-term losses for everyone involved. Amazon has done this before through their brick-and-mortar stores, pushing businesses like Sears out of the competition. Rule-based pricing is best when left to professionals, which you can find on numerous websites. So, while they might add another fee, they will save you money in the long run and get you that Amazon Buy Box.

Algorithm Pricing: Pricing and repricing your ASIN's through an algorithm is the highest tech option of the bunch. It does the job for you, thoroughly considering everything before repricing and pricing your existing products. The algorithm considers all the different factors that might find themselves in the Amazon Buy Box Eligibility sheet. Employing the algorithm within your repricing technique is by far the best way to get your products Amazon Buy Box eligible and increase your existing shares.

It is not there solely to get you to Amazon Buy Box eligibility but to secure, protect, and maintain your existing profits. Essentially, the algorithm prefers the Amazon Buy Box, yet it functions in such a way that it saves you money.

Such a fantastic option is the one that money can buy, but buying it is not exactly a small feat. Algorithmic pricing is the most expensive of all the repricing options and might set you back by quite a lot. So, if you are a smaller reseller or a hand-crafted store, this is not for you.

>> Top 5 Use Cases to manage lost Buy Box on Amazon

>> It is essential to get notified of the changes on the product’s Buy Box status, Buy Box winner, number of sellers winning the Buy Box, and prices. You will never miss out on any change by using Amazon Buy Box Alert by DataHawk.

Watch this video on how you can leverage alerts to win and manage Amazon Buy Box.

9. Concluding Remarks

There is no one way to win the Amazon Buy Box. There are, however, a series of actions and data-driven solutions; just as if you wanted to sell on Amazon, you would need an Amazon seller software.

Nevertheless, winning the Amazon Buy Box is by no means unattainable. It just requires mastering the following categories:

  • Prime seller listings
  • Offering inexpensive yet reasonable pricing
  • Maintaining a robust inventory 
  • Selling products in new conditions 
  • Keeping a positive seller-buyer repertoire

If you want your brands' reputation to exceed your sales expectations, then winning the Amazon Buy Box should be at the top of your eCommerce to-do list. After all, clicks indeed fulfill buyers in need and satisfy a seller's deed, and winning the Amazon Buy Box will do just that.

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