Crack the Code: 10 Ways to Win the Buy Box

If you’re selling on Amazon and not actively trying to win the Buy Box, you’re missing out – big time! Over 80% of Amazon sales come through that tiny white box on the right side of the product page. And for mobile users? It’s almost the only option they see. Whether you’re a seasoned seller or just getting started, winning the Buy Box is key to scaling your sales. Here’s a deep dive into the 10 most effective strategies to help you land that coveted spot.

1. Use Fulfillment by Amazon (FBA)

When you use Amazon’s FBA service, your products are eligible for Prime shipping – and that gives you a major leg up. Amazon favors FBA sellers because it knows those orders will be fulfilled quickly and reliably.

Why it matters: FBA takes care of storage, packing, shipping, customer service, and returns. It also automatically makes your products eligible for Prime, which most buyers trust and prefer.

Pro Tip: Use FBA for high-velocity or lightweight items to maximize ROI. For slower-moving or oversized products, consider using a mix of FBM and FBA.

2. Price Competitively

Pricing plays a huge role in Buy Box eligibility, but it’s not just about being the cheapest. Amazon looks at the landed price – that’s the item price plus shipping. If your price is significantly higher than others, your chances drop fast.

Why it matters: Amazon’s algorithm favors competitive pricing because it aligns with their customer-first philosophy. But it’s a balancing act – you still need to remain profitable!

Pro Tip: Use a repricing tool that lets you set minimum and maximum limits. This way, you stay competitive without undercutting your profits. BQool is one great option!

3. Maintain Excellent Seller Metrics

Your account health is your reputation with Amazon. Poor metrics can knock you out of Buy Box eligibility – even if your price is perfect.

Key performance indicators to monitor:

Order Defect Rate (ODR): Keep it under 1%
Late Shipment Rate: Should be below 4%
Pre-Fulfillment Cancellation Rate: Stay under 2.5%
Valid Tracking Rate: At least 95%

Why it matters: Amazon is obsessed with customer experience. If you’re unreliable, they’ll choose a different seller for the Buy Box.

Pro Tip: Use Amazon’s Account Health Dashboard regularly to spot problems before they become penalties. Set internal performance goals even stricter than Amazon’s minimums.

4. Keep Inventory In Stock

Running out of stock, even briefly, will immediately kick you out of the Buy Box. Availability is one of the top criteria Amazon uses.

Why it matters: No matter how great your listing is, you can’t sell what you don’t have. And once you’re out, a competitor swoops in and takes your place.

Pro Tip: Keep an eye on seasonal or trending products. Set automated alerts for low stock thresholds and have a backup plan for restocking delays.

5. Offer Fast and Reliable Shipping (Especially for FBM Sellers)

If you fulfill your own orders, your shipping speed has to compete with Prime. Amazon wants to make sure its customers are getting speedy, reliable delivery – even if it’s not from their own warehouses.

Why it matters: Slow shipping not only hurts your Buy Box chances but also leads to poor reviews and higher defect rates.

Pro Tip: Offer two-day or next-day delivery wherever possible, and always upload tracking info! Buy shipping through Amazon to help maintain valid tracking and performance accuracy.

6. Improve Seller Feedback

Your seller rating (not to be confused with product reviews) tells Amazon how reliable you are. A history of positive feedback increases your chances of winning – and keeping – the Buy Box.

Why it matters: Buyers are more likely to trust, and in turn buy from, sellers with a solid reputation. Amazon factors this into their Buy Box decision-making.

Pro Tip: After a successful delivery, use Amazon’s “Request a Review” button to stay compliant while encouraging feedback. Also, handle any negative feedback quickly and professionally.

7. Consider Seller-Fulfilled Prime (SFP)

Seller-Fulfilled Prime allows you to offer Prime shipping from your own warehouse. This is a great option for high-volume sellers with strong operations who want to avoid FBA fees or delays.

Why it matters: You get the Prime badge, higher visibility and a strong Buy Box advantage – all while keeping the actual fulfillment in-house.

Pro Tip: SFP has strict requirements, including fast shipping and high on-time delivery rates. Only apply if you have the logistics to back it up – otherwise, it could hurt your performance metrics.

8. Optimize Your Product Listings

Better listings don’t directly win you the Buy Box, but they do help convert clicks into purchases, which in turn boosts your overall performance and sales velocity.

Key elements to optimize:

Clear, keyword-rich titles
High-quality images
Benefit-focused bullet points
Informative product descriptions
Accurate product identifiers (UPC, EAN, ASIN)

Why it matters: Higher conversion rates support your Buy Box efforts and improve your search visibility.

Pro Tip: Analyze top-performing listings in your niche with a Storefront Search. What do their titles, images, and bullet points include? Use that as a baseline and then make yours even more compelling!

9. Use an Automated Repricing Tool

Repricing manually is time-consuming and inefficient, especially as your catalog grows. Repricers help you stay competitive 24/7 without constant oversight.

Why it matters: The Buy Box algorithm checks prices frequently. Automated repricing helps you react in real-time to market changes and win the box more consistently.

Pro Tip: Choose a repricer that supports both rule-based and AI pricing. Set intelligent rules to avoid a race to the bottom and maintain healthy margins.

10. Check Your Buy Box Eligibility

Not every seller or product qualifies for the Buy Box, especially if your account is new or your metrics are low.

How to check:

In Seller Central, Go to “Manage Inventory”
Click “Preferences” and enable the “Buy Box Eligible” column
You’ll now see which listings are eligible

Why it matters: If your listings aren’t eligible, you’ll never win – no matter how well you perform.

Pro Tip: If you’re not eligible yet, start by focusing on improving your seller metrics, keeping stock available, and switching to FBA if possible. Like we always say, consistency is key!