How important is BuyBox for the Amazon FBA sellers

As a FBA seller, you would have always wanted to win the BuyBox. In case you’re not familiar with the term BuyBox, it is simply the box on a product detail page where customers can begin the purchasing process by adding items to their shopping carts. So say, out of multiple sellers selling the same product, only one gets to win the BuyBox (featured) price.

Who gets the Amazon Buy Box?

Well, no one knows the exact algorithm that the Amazon uses to allocate BuyBox to a seller, but the key factors influencing it are:

  • Whether or not you’re a FBA seller – in 99.9% of the cases FBA sellers are the ones to win the BuyBox.
  • How long you’ve been an FBA seller.
  • Price.
  • Item Condition.
  • Quantity.
  • Your feedbacks as a seller.
  • Sales volume during the past few weeks.



So, in this article, we’ll see how important this BuyBox is to your Amazon business. Well, the Buy Box does boost sales. I don’t believe it does nearly as much as people say, but it does help. So it is not irrelevant.

Personally speaking, I take BuyBox as an added “bonus” but it is something that I can never rely on to, because:

  1. With Amazon’s exact algorithm for winning the BuyBox is a mystery, it is not wise to base your business on something that you can’t control.
  2. Among all the sellers selling an item, there is only one who gets to win the BuyBox.
  3. It is Unpredictable and liable to change at anytime.
  4. Most importantly, it can’t be controlled.

Moreover, you can safely assume that most buyer would in most scenarios try to look for the cheapest FBA offer, and not just settle for the featured price shown on the Amazon Buy page. Because, what they’re looking for is cheap offers and 2-day prime shipping. So, if you’re a FBA seller and you get the BuyBox, it’s good as it may double your chances to clear your inventory quickly, but if you don’t get the BuyBox, it is still worth a shot to compete with other FBA sellers selling the same item as yours.



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