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How to win Buy Box on Amazon?

Before moving toward telling you people how to win buy box! First, let’s talk about what is Buy Box?

What is Buy Box on Amazon?

The answer is very simple to understand. The answer is that the Amazon buy box is a section on the very right side of the Amazon product detail page from where your customers can add a product to their cart or “buy now.”

Now the question arises that what does “Buy Now” means on Amazon? The “Buy Now” button in the Amazon buy box enable shoppers to make an instant purchase right from the product detail page.

Winning Buy Box on Amazon?

There are six different options, criteria’s to meet for the success in winning the Buy Box on Amazon. Each step is discussed below.

1. Knowledge about two factors that affect your buy box eligibility:

The two factors which affect your Buy Box eligibility are:

Product Pricing:

The price of your product should not be so higher not so lower from the competitor point of view. The affordable price of your product leads you toward winning buy box more effectively.

Fulfilment methods and metrics:

Your items should be shipped correctly and on time, respond to questions quickly, and keep your inventory up-to-date and well-stocked.

Right, Fulfillment Method:

Comparatively fulfilment by Amazon (FBA) is becoming the most popular choice due to its benefits in the buy box and elsewhere.

Instead, if you’re using FBM (Fulfillment by Merchant) then you have to meet high standards as Amazon is providing.

Building up your Amazon Account Health:

Your Amazon account health will be increased and much effective to win Buy Box by having a Good Amazon Account Health.

Your Amazon Account health depends upon different things mentioned below.

Order Defect Rate (Target = < 1%)

Negative Feedback Rate

Filed A to Z Claim Rate

Service Chargeback Rate

Return Dissatisfaction Rate (Target = < 10%)

Negative Return Feedback Rate

Late Response Rate

Invalid Rejection Rate

Buyer-Seller Contact Metrics (Target = < 25%)

Response Times Under 24 Hours (Target = > 90%)

Late Responses (Target = < 10%)

Average Response Time

Recent Customer Metrics Data

Pre-Fulfillment Cancel Rate (Target = < 2.5%)

Late Shipment Rate (Target = < 4%)

Refund Rate

Valid Tracking Rate

By Category (Targets = > 90%)

Delivered on Time (Target = > 97%)

4. Speed up your shipping time (FBM Only):

If you are not using FBA, then you have to maintain the standard of shipment as Amazon is doing. Amazon calculates how well you’re doing with shipping based on your projected shipping time and actual shipping time. According to your actual shipping time, the chances of winning Buy box increases.

5. Improve your Seller Feedback Rating:

Your Amazon feedback rating is constantly updated based on aggregate reviews from Amazon orders and is an average of all seller feedback ratings. Your feedback rating is comprised of orders from the preceding 365 days but is weighted heavier for orders from the last 90 days.

Many sellers don’t realize that Seller Feedback is far different than Product Feedback. Customers will often mistakenly leave product reviews on Seller Feedback pages, which can be especially damaging if you’re seeing a lot of negative reviews.


Raja Hamza Rasheed

Raja Hamza Rasheed
CEO @ eCom Managers
Show Host @ eCom Stories With Raja
Amazon Expert and Author

Raja is an Extremely Dynamic Marketer & Consumer Behavior Analyst. He holds a Degree of Consumer Behavior & Marketing from the University of Punjab Pakistan. Along With His Own Amazon Selling Business, he is Also a Consultant & Trainer to the Many Amazon Sellers & Brands. In his Career, Raja Worked in Multiple Organization at Managerial & Leadership Roles. He Helps More Than 140 Amazon Sellers Through His Result Driven Strategies and Tactics.

His Main Area of Expertise Includes Product Hunting, Launching, Ranking, Branding, Marketing, Advertising & Merchandising. Raja Have working Experience on Almost all the Amazon Market Places But Mainly Includes USA, UK, Canada, Germany and India

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