How to win the Amazon Buy Box in 2024

Luca Jurende

Luca Jurende

ยท 4 min read
Learn how to win the Amazon Buy Box in 2024 with our expert guide. Discover key strategies and tips to increase your chances of securing this coveted spot and boosting your sales.

Key Takeaways

- What is the Amazon Buy Box?: The Buy Box is the coveted feature on Amazon that generates the majority of sales.

- Importance of the Buy Box: Over 80% of sales on Amazon are made through the Buy Box, significantly boosting the competitive advantage for its winners.

- Decision Criteria: Amazon utilizes various criteria such as price, customer satisfaction, and shipping method to determine who receives the Buy Box.

How do I win the Amazon Buy Box?

The Amazon Buy Box is the holy grail for sellers on the world's largest online marketplace. In this blog post, I explain what the Buy Box is, what it means and what criteria Amazon uses to decide who wins the Buy Box for a product.


What is the Amazon Buy Box?

When you go to a product page on Amazon, you will see a large, orange "Buy now" button on the right. This is the Buy Box. This area allows customers to quickly and easily add an item to their shopping cart. The Buy Box is not permanently assigned to a single seller, but can be won by different sellers selling the same product.

What is the significance of the Buy Box?

The importance of the Buy Box can hardly be overestimated. Over 80% of sales on Amazon are made via the Buy Box. This means that the majority of customers click on this button to make their purchase decision. Those who control the Buy Box therefore have a considerable advantage over competitors who are not listed in the Buy Box.

However, there is also another Buy Box, which is located below - this is where used items and fast shipping sellers usually appear. Further sales are then generated via this Buy Box.

Via the tab "More offers", right below the Buybox, you can then display the offers of other sellers who have not managed to get hold of the Buybox.


If you want to make a lot of sales, especially for online arbitrage (What is Online Arbitrage), you should always keep an eye on your key figures and metrics to get the buybox.

What criteria does Amazon use to decide who sells their product via the Amazon BuyBox?

Amazon uses a complex set of criteria to decide which seller wins the Buy Box. Here are the most important factors:

1. Price: the total price offered (product price plus shipping costs) is crucial. Amazon favors listings that offer the best value to customers.

2. Customer satisfaction and customer status: Ratings and feedback from customers influence the chances of winning the Buy Box. Sellers with high ratings and positive feedback are preferred.

3. Fulfillment method: Sellers who use Amazon's Fulfillment by Amazon (FBA) often have an advantage over those who choose Fulfillment by Merchant (FBM). This is because Amazon controls the logistics and customer service of FBA products and can therefore ensure quality.

4. A-Z warranty cases: The number of complaints filed through the A-Z Guarantee matters. Fewer complaints signal higher customer satisfaction.

5. Response time to customer inquiries: Fast and effective responses to customer inquiries can increase the chances of winning the Buy Box.

6 Inventory: Consistently high inventory levels are important to meet demand and gain Amazon's trust.

7. Refund rate: Low refund rates indicate satisfied customers and fewer problems with products, which is also viewed positively.

Tips for optimizing your opportunities

- Monitor and adjust pricing: You can use price monitoring tools to keep your prices competitive.

- Improve customer service quality: Invest in fast and efficient customer service.

- Consider using FBA: Investing in FBA can increase your chances of winning the Buy Box.

- Manage product reviews and feedback: Encourage positive reviews and deal proactively with negative feedback.


Winning the Buy Box is not easy, but with the right strategy and an understanding of the underlying mechanisms, you can significantly improve your chances of selling on Amazon. Above all, it is an important part of your sales as most sales are made via the Buy Box.

Luca Jurende

About Luca Jurende

I'm Luca Jurende, a 22-year-old founder of ProfitPath I FourByte GmbH. My heart beats for growth and sales, where I find joy in blending innovation with consumer needs.

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