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    Understanding the Amazon FBA Buy Box and How to Win It for Maximum Growth

    Understanding the Amazon FBA Buy Box and How to Win It for Maximum Growth
    Posted by James Hyatt on October 31, 2023

    We’ll get straight to the point. If you’re an Amazon seller, you should aim to win the Buy Box. It’s the default option for customers to purchase from you, which is a significant advantage over other sellers.

    For those who don’t know, Buy Box is a highly visible box on the right side of an Amazon product page where customers can add items to their cart. When a customer clicks the “Add to Cart” icon, the box changes to say “Buy Now With 1-Click.”

    In our previous blog, we tackled how to win the Buy Box through competitive pricing, but for today’s blog, we’ll explore the other 3 main factors that decide who wins the Buy Box to take advantage of maximum business growth opportunities.

    Let’s get into it.

    The Changing Buy Box Algorithm

    Before we jump into the main factors in winning the Buy Box, it’s essential to understand why you must consistently put in the effort. Competition is getting fiercer, and Amazon is evolving to keep up with the market demands — the rules for winning the Buy Box are also subject to change, so you need to be on top of your game at all times.

    So what’s changed?

    First, there’s the Buy Box Suppression. Amazon will remove the one-click buy button from your product detail pages if you offer it at a lower price outside the platform (your website or other e-commerce sites). Instead, the listing will display “see all buying options” to make it less convenient for customers to buy the product directly. This function discourages Amazon sellers from luring buyers away from Amazon and attracting them to go where it’s cheaper.

    Secondly, Amazon also removed the Perfect Order Percentage Score, which was one of the metrics that determined your Buy Box eligibility. With its removal, sellers need to develop new strategies that focus on managing their order fulfillment and other key factors, such as order defect rate, customer response time, shipping speed, and overall customer satisfaction.

    Since the rules for winning the Buy Box are subject to change, sellers must stay proactive and continuously optimize their strategies to remain competitive in winning the Buy Box. You need to always be on the lookout for Amazon’s updates and guidelines so you can keep up to position yourself for success.

    3 Critical Factors for Cracking the Amazon FBA Buy Box Code

    1. Fulfillment Method and Performance

      Amazon aims to create and maintain a positive buying experience for its customers, and that’s why it strongly favors sellers who utilize Fulfillment by Amazon (FBA). FBA sellers store their products in Amazon's fulfillment centers. When an order is placed, Amazon takes care of picking, packing, shipping, and customer service so they can offer fast and reliable service to customers.

      You need to maintain high fulfillment performance metrics to secure the Buy Box. Amazon closely monitors order defect rate, shipping speed, and delivery accuracy. If you continue to have minimal cancellations, low return rates, and few customer complaints, the chance of winning the Buy Box increases.

      However, just because FBA has several benefits doesn’t mean that Fulfillment by Merchant (FBM) sellers can’t compete for the Buy Box. As long as you maintain high-level customer satisfaction by ensuring you deliver orders promptly and effectively manage your fulfillment operations, you can remain competitive against FBA sellers.

    2. Inventory Availability and Buy Box Rotation

      Well, you won’t be able to pass the first factor if you don’t have healthy inventory levels. Part of effectively managing your fulfillment operations is ensuring you have readily available products to be shipped promptly. When a customer buys a product, Amazon wants you to have ample stocks to prevent delays and backorders. Remember, you are more likely to win the Buy Box if you meet the demand and supply requirements.

      To ensure you consistently maintain your stock levels, build an effective inventory management system that involves monitoring and replenishing your inventory, avoiding stock-out and overselling. Regularly assess your sales or use inventory forecasting tools to accurately anticipate demand.

      With the continual availability of your products, especially for best seller items, you’ll also benefit from the Buy Box Rotation. It allows eligible sellers to compete for sales. Amazon considers multiple sellers who meet the eligibility criteria to have visibility and exposure that enhance their likelihood of securing the Buy Box.

    3. Product Listing Optimization and Customer Metrics

      Note that other metrics won’t be effective if your listing is not optimized. A well-written and optimized product page will capture the attention of potential buyers to actually make a purchase. If they don’t see what they’re looking for on your product detail page, they won’t even bother clicking your “Buy Now” button.

      Optimizing product listing elements, such as the title, bullet points, and product description, with relevant keywords and unique selling points of your products will help enhance the visibility and conversion rates of your products, making it more likely to secure the Buy Box.

      Amazon prioritizes sellers who constantly provide remarkable customer experiences. The key customer metrics to maintain include your product reviews and seller feedback. Higher ratings indicate that you meet or exceed customer satisfaction, building trust among potential buyers.

      To win the Buy Box, maintain a good reputation and customer trust. Paying attention to what customers say about your business and being able to respond to their concerns contribute to a positive customer buying experience and improve your chances of winning the Buy Box.


    You can't afford to take the Buy Box for granted, or you’ll miss out on a ton of revenue. If you want to survive in a competitive marketplace like Amazon, keeping these factors in mind to earn the Buy Box can help you take your business to the next level.

    Contact us at Rank N Bank today for expert support on your Amazon selling journey!


    Topics: FBA

    About the Author

    James Hyatt

    James Hyatt is the founder and CEO of Rank N Bank, an Amazon Advertising Agency that prides itself on quick, clear communication, transparent pricing, and industry-leading expertise. He graduated with a degree in Business Management at San Diego State University. A self-made entrepreneur, he has built Rank N Bank with no funding or debt, with the sole purpose to help clients grow their businesses profitably.

    Outside the business sphere, James is passionate about racing sports cars at the well-known Willow Springs Raceway, surfing the famous wave breaks on the East and West coast, and challenging himself out on the mountain trails around the U.S.

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