Amazon Buy Box: The Ultimate Guide

amazon buy box

Cracking the Amazon Buy Box Code: Why Your Product Loses It and How to Reclaim It

As an Amazon seller, you’re well aware of the significant impact owning or losing the Buy Box has on your business. It’s the holy grail of visibility and conversions on the platform, offering the opportunity to skyrocket your sales. However, winning the Buy Box constantly is no easy feat even if you’re the sole brand owner, and losing it can have a devastating blow on sales. In this in-depth guide, we will delve into the reasons why your product may lose the Buy Box and more importantly provide you with actionable steps to reclaim it if lost. Let’s get started.


What Is the Buy Box?


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The Buy Box is a prominent feature located on the right-hand side of an Amazon product detail page. It serves as a call-to-action section, displaying buttons like “Add to Cart” or “Buy Now.” Its purpose is to provide customers with a convenient way to initiate the purchasing process and seamlessly proceed to the checkout page.
While multiple sellers may offer the same product, only one seller is given the opportunity to win the Buy Box at any given time. It’s worth noting that not all sellers are Buy Box eligible. This esteemed spot is exclusively reserved for sellers with a professional seller account who consistently outperform their competitors.
Additionally, it’s important to understand that even as the sole brand owner of the product, winning the Buy Box doesn’t grant full control over the entire product detail page. Other sellers may appear below the Buy Box as “Other Sellers on Amazon”.
amazon buy box

The Benefits of Winning the Buy Box


Increased Visibility and Conversion Rates


Winning the Buy Box places your product in front of millions of Amazon customers, resulting in increased visibility. Customers trust the Buy Box and are more likely to make a purchase directly from it, leading to higher conversion rates.




The Buy Box provides exclusivity to the seller who wins it, meaning that customers can only purchase from that specific seller by default. This exclusivity reduces competition and increases the likelihood of generating sales without losing customers to other sellers.


Enhanced Trust and Credibility


Amazon awards the Buy Box based on a seller’s performance metrics, including fulfillment, shipping speed, and customer feedback. When you win the Buy Box, it communicates to customers that Amazon trusts your service and product quality. This endorsement significantly enhances your credibility among shoppers, leading to more sales.


Competitive Advantage


Securing the Buy Box provides a significant competitive edge over other sellers offering the same product. Customers tend to prefer products in the Buy Box, even if alternative listings for the same item are available. Even as a private label seller, it is vital to make sure you have 100% Buy Box ownership at all times.



Can You Lose the Buy Box Once You’ve Won It? 


Winning the Buy Box on Amazon is undoubtedly a significant achievement for any seller. It’s a clear recognition of your pricing, service quality, and overall performance. However, maintaining this coveted spot is not guaranteed indefinitely, and it is indeed possible to lose the Buy Box even after solely obtaining it for a long period of time.


Reasons for a Lost Buy Box


The Buy Box on Amazon is a highly competitive space, and losing it can have a significant impact on your sales. To regain the Buy Box, it is crucial to understand the reasons behind its loss. Let’s explore the key reasons why your product may lose the Buy Box:


Price Competitiveness and Fluctuations


One of the primary reasons for losing the Buy Box is price competitiveness. If the price of your product is higher compared to other sellers offering the same item, it can negatively impact your Buy Box eligibility status.


Additionally, frequent price fluctuations or inconsistent pricing practices can also lead to the loss of the Buy Box (this is one of the main causes for private label sellers losing their own Buy Box. Amazon’s buy box algorithm favors sellers who offer competitive and stable pricing.


Insufficient Inventory Levels


Winning the Buy Box can be a game-changer for sellers, as it greatly boosts sales through increased exposure. However, sellers who hold the Buy Box might encounter challenges when faced with a sudden surge in demand, leading to depleted or insufficient stock levels. If your product consistently runs out of stock or experiences delays in replenishment, it can result in losing the Buy Box.


Products Not Eligible for Amazon Prime


Having Prime-eligible products doesn’t guarantee to win the Buy Box, nor does the absence of Prime eligibility automatically exclude you from Buy Box consideration. However, offering Prime-eligible inventory is one of the simplest and most reliable ways to improve your chances. If you have decided to opt for a different fulfillment method, such as a third-party logistics provider, and you notice that your Buy Box has vanished, the lack of Prime eligibility could be a contributing factor. All FBA stock is Prime-eligible


New Competition on Your Listing


The entry of another seller into your listing can be a reason for losing the Buy Box. If this new seller provides better offers, they may secure the Buy Box instead. This situation, commonly known as “hijacking,” is particularly challenging for private-label sellers.


Poor Performance or Slow Delivery


Lastly, the loss of the Buy Box can be attributed to frequent order mistakes, slow deliveries, or negative customer reviews. Amazon places significant importance on customer satisfaction, and sellers who consistently provide excellent service have a better chance of securing and retaining the Buy Box.

Effective Strategies to Regain a Lost Buy Box


Losing the Buy Box on Amazon can be disappointing, but with the right tactics, you can successfully regain this esteemed spot. Here are some clear-cut strategies to navigate your way back to the Buy Box:


Set a Competitive Price


Losing the Buy Box is often a result of sellers having higher prices compared to their competitors. To regain the Buy Box, it is crucial to analyze the pricing of your competitors and make necessary adjustments, taking into account expenses such as shipping costs. 


Maintain Consistent Inventory Levels


To increase your chances of regaining the Buy Box, it’s essential to maintain consistent inventory levels. Take proactive steps to avoid stockouts and ensure your products are readily available. Use inventory forecasting tools and Amazon’s Inventory Performance Index (IPI) to optimize stock levels, prevent shortages, and guarantee a steady supply of your products.


Provide Exceptional Customer Service


A happy customer is instrumental in helping you reclaim the Buy Box. Focus on providing outstanding support to your customers, promptly addressing their concerns, and striving to exceed their expectations. By winning positive seller feedback and ratings through your exceptional service, you significantly enhance your chances of regaining the Buy Box.


Combat Fake Sellers and Counterfeits


If you lose the Buy Box due to unauthorized sellers or counterfeit products, it is necessary to take immediate action. Begin by sending a ‘Cease and Desist’ message directly to the unauthorized seller, clearly stating your rights and demanding that they stop selling your products. If this initial step doesn’t yield the desired result, it is important to escalate the matter to Amazon’s Seller Support team. Provide them with all the necessary details, including evidence of the unauthorized sellers and any relevant information that can support your case.




By using FBA, you can entrust Amazon with shipping, handling processes, and customer service responsibilities. Furthermore, FBA offers the advantage of making your products Prime-eligible, ensuring swift delivery to customers. While there are alternative ways to qualify for Prime, such as Seller Fulfilled Prime, not all sellers meet the criteria for this program. Only sellers with an outstanding Amazon sales record are eligible for it.

Regaining a Lost Buy Box: How to Effectively Delete and Relist Your Product


If you find yourself unable to regain your lost Buy Box despite pricing your product correctly and implementing the above strategies, you might have to consider deleting and relisting the ASIN. Here’s how to do it:



Winning and retaining the Buy Box on Amazon is a result of strategic efforts and continuous improvements. There are no shortcuts or a guaranteed Buy Box cheat sheet for success. However, by implementing the strategies discussed in this blog, you can increase your chances of reclaiming and retaining your Buy Box position.

Looking for expert assistance in managing your Amazon seller account? SellerOps offers a comprehensive range of one-stop Amazon services tailored to optimize your performance and maximize your potential on the platform. Contact us today and discover how we can help your business thrive on Amazon!

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40 Pages of Amazon Ultimate listing and Design Templates

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40 Pages of Amazon Ultimate listing and Design Templates

Transform Your Amazon Presence: Unlock Sales and Dominate with Our Ultimate Listing and Design Templates!

  • Expert advice and insider tips on creating a perfect Amazon listing​
  • Product Insert Template
  • Product Packaging Template
  • Amazon Posts Template