Amazon Insights
September 6, 2023

Does Product Price Matters for Amazon Buy Box?

Having access to the Amazon Buy Box is one of the most powerful tools in a seller’s arsenal. It’s the very first thing a customer sees when they click on your product listing, and it can mean the difference between making a sale or having a consumer click away. In this post, we’ll discuss how you can master the Amazon Buy Box and win the competition amongst sellers to gain access to this coveted spot.

We’ll discuss the factors that influence the Buy Box algorithm, the best practices for optimizing your product listings, and the strategies you can use to increase your chances of getting the Buy Box. With our advice, you’ll be able to give your product listings a major boost and start generating more sales.

How to Master and Win the Amazon Buy Box

Let’s cut to the chase - getting the Buy Box isn’t easy and there are many rules and regulations that you have to adhere to in order to be eligible for it. 

But, let us give you a hand and teach you more about the Amazon Buy Box!

Do FBA Sellers Always Get the Buy Box?

No, FBA seller do not always get the Buy Box. Amazon uses a sophisticated algorithm that takes into account many factors, including customer reviews, pricing, availability, shipping times, seller ratings, and more. While FBA sellers do have advantages in some areas over non-FBA sellers, it doesn’t mean that you are guaranteed the Buy Box.

The Changing Buy Box

The Buy Box is always shifting and changing. Depending on certain factors such as pricing or availability, any seller can have their turn at gaining the Buy Box. It’s important to keep a close eye on your competition in order to increase your chances of winning the Buy Box.

The Essential Buy Box Elements

There are several elements that make up the Amazon Buy Box algorithm and if you want to win the Buy Box then you need to focus on these essential elements. 

  • Pricing – The most important element of gaining the Amazon Buy Box is pricing. You need to make sure that your price is competitive but not too low because if it’s too low then customers won’t trust it. 
  • Availability & Shipping Time – Your stock needs to adequate enough both in quantity as well as quality in order for you to be eligible for the Buy Box. Also, your shipping time should be fast enough so that customers can receive their products quickly. 
  • Seller Rating – This means having high ratings from customers who have purchased from your store as well as having good feedback from Amazon buyers. If you have both of these then this could give you an edge over other sellers. 
  • Customer Reviews – Having positive customer reviews is also pretty important when it comes to winning the Amazon Buy Box as it increases credibility and trustworthiness with customers. 

What Makes You Eligible for Buy Box?

In order for you to become eligible for the buy box you need to make sure that all of the essential elements listed above are taken care of. You also need to make sure that any existing negative feedback from customers has been addressed and resolved appropriately. Additionally, if you are opting for Fulfilled by Merchant (FBM) then you need to ensure that all of your inventory is stored in an Amazon Fulfillment Center so that orders can be fulfilled quickly and efficiently.

Buy Box Alternatives 

Even if you don’t manage to win the buy box there are still plenty of ways to get more sales for your products on Amazon such as appearing in search results or using sponsored ads. These alternative methods can help drive more traffic towards your product which can result in more sales despite not having won the buy box. 

Frequently Asked Questions

Q. Should I match the buy box price?

A. It is generally a good idea to match the Buy Box price if you want to increase your chances of winning sales and making a profit. However, you should consider other factors such as shipping costs and customer reviews when deciding on whether to match the Buy Box price.

Q. Does Amazon always win the buy box?

A. Even though Amazon have their own product, they don’t always win the Buy Box. Amazon will only appear in the Buy Box if it meets certain criteria, such as providing the lowest combined price for a product plus shipping. If another seller has a lower price than Amazon or more favorable customer reviews, they could win the Buy Box.

Q. How does Amazon decide buy box?

A. Amazon uses several factors to decide who will win the Buy Box for a given product listing. These include price, customer reviews, availability and shipping costs. Amazon also takes into account if sellers are using an approved 3rd party fulfillment company for their orders.

Q. What does buy box wins mean on Amazon?

A. When someone wins the Buy Box on Amazon, this means that they are currently listed as the primary seller for a particular product listing on Amazon. When a shopper clicks on “add to cart” for that product, they will be buying from that seller. 

Q. What is the importance of the Amazon Buy Box?

A. The Buy Box is important because it gives buyers an easy way to comparison shop between sellers and select the option they prefer. This means that if sellers offer competitively priced and desirable products with great customer service, they have an opportunity to win more sales and increase their profits.


Mastering and winning the Amazon Buy Box can be quite challenging but if done correctly it can help significantly boost your sales on Amazon. By following the essential elements listed above and understanding what makes a seller eligible for the Buy Box then you can increase your chances of success drastically.

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