Become Buy Box eligible

What is the Buy Box?

The Buy Box is the display on a product detail page with the Add to Cart button that customers can use to add items to their shopping carts and proceed to checkout.When one of your listed items appears as the default on the product page, you “win” the Buy Box, increasing your chances of selling that item.

How can I become eligible?

If you are a Fulfillment by Amazon (FBA) seller, your FBA new offers are automatically eligible to win the Buy Box. Otherwise, you must meet all of the conditions listed below. Amazon does not guarantee placement in the Buy Box or in the More Buying Choices box that appears on some product detail pages just below the Buy Box.

1. Performance Metrics: Your Order Defect Rate, Cancellation Rate, and Late Shipment Rate are metrics that determine eligibility—the better you perform, the higher your chances are of becoming Buy Box eligible. You can see how you're doing on the Account Health page.
2. Order volume: So that Amazon can accurately assess your performance, we require that you have sufficient order volume (which varies among categories).

A seller’s Buy Box eligibility may change over time based on the seller’s performance against the eligibility criteria mentioned above. The criteria are subject to change. Sustained seller performance and low ODR will help achieve and preserve a seller’s eligibility to win the Buy Box.

Monitoring Eligible Sellers' Performance

Since seller performance metric targets may vary by category and are subject to change, we do not disclose specific targets needed to become an eligible seller; however, becoming an eligible seller requires meeting very high standards, and excelling in the qualifying criteria.

You can monitor your listings on Amazon to determine if you are eligible to win the Buy Box for one or more categories. When you find that a product is placed in the Buy Box or the More Buying Choices box, you are eligible to win the Buy Box for that category.

If you are not currently an eligible seller, you can work toward becoming one by improving your Order Defect Rate and your other seller performance metrics. These metrics can be improved by maintaining high-standards over time, which helps develop customer trust. The following best practices can help you develop such customer trust.

• List accurately: Carefully title, describe and categorize items and their conditions to avoid customer confusion.
• Ship accurately: Customers might leave negative feedback if they receive the wrong item. Build reliable fulfillment and shipping procedures to prevent this.
• Ship on time: Customers expect to receive their orders on the estimated delivery dates. Ship orders with enough time to meet or beat the estimated delivery date. If you are not going to make the estimated delivery date, notify your customer straight away, even for issues beyond your control (for example, a natural disaster or carrier issue).
• Communicate with customers: Nothing is more frustrating to a customer than not knowing the status of their order. Notify customers when an order is delayed and respond quickly to customer contacts requesting order updates. The right communication at the right time can help build trust between you and the customer.
• Provide excellent customer service: Provide post-transaction support (refunds, returns and exchanges) to help ensure customer satisfaction.