What is the Amazon Buy Box?

Posted Category Training Tags Strategy

The Amazon Buy Box. It’s the most important part of any Amazon listing. With around 80% of Amazon’s sales made through the Buy Box it’s essential as a seller that your products are in there.


The Buy Box is a point of purchase on Amazon’s site. The Buy Box appears at the top right hand side of the ‘Product Details’ page (see below) and makes your offer significantly more visible to Amazon customers. It’s the first choice for customers looking to purchase an item and having your product in this box is an obvious advantage for you.

In the screenshot below you can see an example Buy Box on the right hand side with the biggest yellow “Add to Basket” button at the top. When a customer presses this they are purchasing the item from whichever seller has “won” the Buy Box.

Below the yellow “Add to Basket” button you can see a list of three other sellers and their respective prices and below that there is a blue link which will take you to a list of all the offers available for the item. The Buy Box is clearly the most convenient and visible purchase point for customers and there are steps you can take to increase your chances of winning it.

(Please note that for Books, only Amazon themselves are eligible to win the Buy Box and for other media products, Music, Video and DVD, only sellers who are using FBA will be eligible.)

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