Back to GlossaryAmazon
What is Buy Box?
The prominent 'Add to Cart' button on an Amazon product page.
Detailed Explanation
The Buy Box is the white 'Add to Cart' box on the right side of an Amazon product detail page. Over 80% of Amazon sales go through the Buy Box, making it the most valuable real estate on the platform. When multiple sellers offer the same product, Amazon's algorithm determines which seller wins the Buy Box based on factors including: competitive pricing, fulfillment method (FBA sellers have an advantage), seller performance metrics (ODR, late shipment rate), stock availability, and account health. Winning the Buy Box is essential for running Sponsored Products ads, as only Buy Box winners can advertise.