How to Win the Amazon Buy Box (Featured Offer) and Maximize Sales

Winning the Amazon Buy Box (also known as the Featured Offer) is one of the biggest opportunities for sellers to boost visibility and sales. But it’s not just about having the lowest price, it’s about meeting Amazon’s expectations for performance, pricing, and customer satisfaction.

In this guide, you’ll learn how the Amazon Buy Box works, what influences eligibility, and actionable strategies to help you secure this coveted position and maximize profits.

Key takeaways

• Over 80% of Amazon sales come through the Buy Box as this is especially true on mobile.

• Winning the Buy Box depends on performance, pricing, and fulfillment speed and not just the lowest price.

• Automation solutions, like repricers, can help you stay competitive and profitable.

• Building trust, reviews, and fast delivery metrics improves your Buy Box eligibility.

What is the Amazon Buy Box?

The Buy Box Amazon has built, is the box on a product page that features the “Add to Cart” and “Buy Now” buttons, which is the easiest way for customers to make a purchase.

When your offer appears here, you’re the default seller for that product. This means that you get the sale when a customer clicks “Buy Now.” Competing offers appear under “Other Sellers on Amazon,” but most customers never scroll that far.

Amazon’s algorithm automatically selects which seller appears in the Buy Box based on several criteria, mainly pricing, seller performance, and fulfillment quality.

Note: Not all sellers are eligible, and maintaining that eligibility requires consistent, high-quality service.

Why the Amazon Buy Box matters for sellers

Amazon drives billions in eCommerce sales, over $513 billion in 2022 alone (Statista). Securing the Buy Box gives Amazon sellers a direct path to capturing those conversions.

Here’s why it matters:

• 82% of all Amazon sales happen via the Buy Box.

• On mobile, that number is even higher.

• Buyers trust the Buy Box as Amazon’s top recommendation.

• Winning the Buy Box increases product visibility, credibility, and conversion rates.

There’s no single trick to win, but focusing on consistent performance, inventory, and pricing optimization gives you a competitive edge.

Recent changes to the Amazon Buy Box

1. “Buy Box” is now the “Featured Offer”

Amazon officially renamed the Buy Box to the Featured Offer in late 2022. The feature itself hasn’t changed much, but the terminology shift now appears across Seller Central, Amazon Help pages, and YouTube tutorials.

2. Shipping speed now outweighs the perfect order score

Amazon no longer emphasizes the Perfect Order Percentage Score. Instead, shipping time and delivery reliability are now key factors. Fast, on-time delivery can make or break your Buy Box eligibility.

3. Price wars are heating up

With inflation and rising competition, maintaining profitable yet competitive pricing is harder than ever. That’s where repricing solutions help to automate instant price adjustments based on market conditions while keeping margins intact.

4. Lowest price ≠ guaranteed Buy Box wins

A study by Northeastern University confirmed that the lowest price doesn’t always win the Buy Box. Amazon evaluates sellers on multiple performance metrics which include ratings, fulfillment method, and delivery time.

Pro tip: We recommend focusing on your consistency and customer experience rather than just undercutting prices.

How to become eligible for the Amazon Buy Box

Eligibility depends on both seller performance and product criteria. Not every product category supports the Buy Box (e.g., books), but for most retail categories, these are the core factors for eligibility:

• Professional selling account: Individual accounts aren’t eligible.

• Competitive pricing : Prices must align with market expectations.

• Strong seller metrics : Keep your Order Defect Rate, Cancellation Rate, and Late Shipment Rate low.

• Reliable inventory : Stay stocked to avoid losing eligibility.

• Fast & accurate delivery : FBA (Fulfillment by Amazon) sellers often gain an advantage.

• Product condition : Only new or like-new products qualify for the Featured Offer.

Pro tip: Use Amazon’s Seller Central performance dashboard to track your metrics and identify weak spots early.

How your Amazon pricing strategy helps you win the Buy Box

Pricing is critical, but it’s about finding the right balance while not racing to the bottom. Amazon values competitive, consistent, and customer-friendly pricing. Here are three main approaches sellers use:

1. Manual repricing

You manually adjust prices based on market shifts. This method is flexible but time-consuming and error-prone.

2. Rule-based repricing

Set custom rules such as “match the lowest FBA seller” or “stay 2% below Buy Box price.” These rules are effective, but still require monitoring to ensure everything is operating smoothly.

3. Algorithmic repricing

Automated repricing tools use real-time data to optimize your prices across thousands of SKUs. This ensures profitability and Buy Box competitiveness.
Repricer in action

• Choose your competition strategy

• Set minimum & maximum thresholds

• Select competitor types (FBA, FBM, etc.)

• Automate dynamic price adjustments

Try this: Channable’s Amazon Repricer helps automate pricing rules and manage all listings in one dashboard which saves you a lot of manual hours while keeping your offers competitive.

Optimizing for the Buy Box

The Amazon Buy Box is the ultimate conversion driver for sellers, but winning it requires more than just low prices. You’ll want to focus on performance, customer experience, and automation to gain and keep that Featured Offer spot.
Channable’s Amazon Ads and Repricer tools help you:

• Optimize product data and ads for Amazon

• Automate price updates to stay competitive

• Scale your marketplace strategy with ease

Start your free Channable trial today and take the first step toward reaching the Amazon Buy Box.