# What is Buy Box (Amazon)?

What is Buy Box (Amazon)? The box on Amazon that displays 'Add to Cart.' The seller who wins the Buy Box gets 80-82% of sales on that ASIN.

## How it works in practice

The Buy Box is Amazon's prime real estate. A product listed on FBA, with a competitive price, high seller rating, and available inventory, wins the Buy Box. A seller who loses it loses sales.

## Related metrics

- FBA — FBA significantly increases the chance of winning the Buy Box
- Seller Rating — an important winning factor
- Price Competitiveness — a low price increases the chance
- Inventory — being out of stock loses the Buy Box

## Common misconception

'The lowest price always wins the Buy Box.' Not true. Amazon weighs price plus FBA/FMB status plus seller metrics plus shipping time. A single FBA seller can beat a cheaper FBM seller because Amazon favors Prime.

## How to fix it

Lost the Buy Box? (1) Check price — did a competitor lower theirs? (2) check seller metrics — order defect rate, late shipments, (3) check inventory — being out of stock causes immediate loss, (4) consider an automatic repricer.

## Real-world example

An Amazon seller ran FBM with a price $3 lower than an FBA competitor and didn't win the Buy Box. Switching to FBA at the same price as the competitor won the Buy Box. Sales quadrupled in the first week.

## Where to start

Buy Box monitoring is essential for Amazon sellers. Tools: Sellics, Jungle Scout. Check your weekly Buy Box win rate. Below 80%, investigate immediately.

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Category: Marketplaces · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/buy-box-amazon