The Buy Box is the seller position that the "Add to Cart" button on an Amazon product page is tied to. The vast majority of sales go to whoever holds it; a seller who does not win it is listed on the same page but in practice makes no sales.
The main factors deciding the Buy Box: price (including shipping), stock availability, delivery speed, order defect rate and seller performance. FBA sellers generally have the advantage. Cutting price is not the only route; improving performance metrics often raises Buy Box share while protecting margin.
Buy Box share = Page views with the Buy Box ÷ Total page views × 100
On a product with a 62% Buy Box share, taking that share to 85% increases sales by roughly 37%.
The main factors deciding the Buy Box: price (including shipping), stock availability, delivery speed, order defect rate and seller performance. FBA sellers generally have the advantage. Cutting price is not the only route; improving performance metrics often raises Buy Box share while protecting margin.
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