In this first article of our series on Amazon’s inner workings, we’ll tackle one of the most enigmatic elements: the Amazon Buy Box.
Many sellers often find themselves asking, “Why am I struggling to sell my own products?”
If Amazon sometimes feels like an unpredictable landscape, the Buy Box might seem like the elusive key to success. And you’re not far off—the truth is that without the Buy Box, it’s tough to thrive, as 82% of all sales on Amazon come through this feature.
What is the Amazon Buy Box, and How Can You Win It?
Before we dive into how to secure it, let’s break down what it actually is:
Picture this: you’re at a carnival game where a pool is filled with rubber ducks, each with a small loop attached to its back. You’re holding a fishing rod with a hook on the end, and the goal is to catch a duck. Simple, right? Not exactly. Some ducks are heavier, some have smaller loops, and there are invisible currents in the water making it harder to snag them. On top of that, the owners of the ducks can control the game, adjusting the size and weight of their ducks to make it even trickier.
This is essentially how the Amazon Buy Box works—a complex algorithm selects which seller will be featured when a customer clicks “Buy Now.” Since many sellers often offer the same products, Amazon needs a way to decide who gets the sale.
You’re probably familiar with the Buy Box panel on the right side of an Amazon listing, but you may have also seen the “Available from these sellers” option instead. That means the seller hasn’t met the Buy Box criteria yet.
How Do You Qualify for the Buy Box?
There are a few key factors that determine whether you can compete for the Buy Box. Note that “compete” is the keyword here—you’re never guaranteed to have it 100% of the time.
1. Eligibility:
To even be considered, you need to be eligible. Check your status in Amazon Seller Central. Generally, your Amazon Seller account needs to fully verified which may take 2-3 business days from submitting all of the requested information. Factors which contribute to winning the buy box aside from your account being verified are, high stock levels, reliable customer service, and strong sales. Amazon wants to ensure you’re providing a quality experience.
2. New vs. Used Products:
For new products, only items in new condition are eligible for the regular Buy Box. However, there is a separate “Buy Used Box” for second-hand goods.
3. Availability:
You must have the product in stock. If you run out of inventory, Amazon won’t feature your item in the Buy Box; instead, it will rotate the Buy Box to another seller. Effective stock management is essential for staying competitive.
And that’s the breakdown—while the Buy Box can seem like a mystery, understanding these basic criteria will give you a clearer path toward unlocking higher sales.
If you’re ready to take your Amazon business to the next level or need help navigating these challenges, feel free to reach out to us!
