The Buy Box is the box on a product detail page where customers can begin the purchasing process by adding items to their shopping carts.
A key feature of the Amazon website is that the same product can be sold by several sellers. If several sellers offer the same product in "new" condition, they may be eligible to compete for the Buy Box for that product (as long as it can be shipped to the customer's selected address).
To give customers the best possible shopping experience, sellers must meet performance-based requirements to be eligible to compete for Buy Box placement. For many sellers, Buy Box placement can lead to increased sales.
When you place your products in the Amazon catalog, anyone browsing Amazon can find and buy them. When customers find what they want, they can put the product into their shopping cart (and ultimately purchase the product) using one of three methods:
After the Buy Box winner is selected, offers from up to three further qualifying sellers are displayed in the More Buying Choices box on the product detail page. The remaining seller offers are available to customers who click the new & used (or new) link at the bottom of the More Buying Choices box to go to the offer listing page.
Since seller performance requirements can 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 is the best way to work toward achieving this status. If you are an eligible seller, you can increase your chances of winning the Buy Box by following these guidelines:
Offer multiple shipping options on your products, including free shipping. You can manage your available shipping options on your Current Shipping Rates and Settings page in Seller Central.
The Customer Metrics page in your seller Account can help you track your performance. .