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For those new to Amazon, you may have heard of how fierce the competition is within the sellers for the Amazon Buy Box. However, what is the Buy Box, and how does it affect sales exactly? Today, let us take a closer look at the Amazon Buy Box.

To put it simply, the Buy Box is a feature Amazon uses to help customers select the “best” seller for each product. In this way, things are kept simple for buyers, as only one seller is highlighted for that product. Buyers can make their purchases in the expectation that Amazon has helped them chose a seller who provides a competitive price, rapid delivery, and strong customer service, etc. It’s located at the top right corner of every Amazon product page, like in the picture (highlighted in red):

The Buy Box works like this: when a customer clicks “Add to Cart” or “Buy Now”, the merchant who is in the Buy Box at that moment automatically wins the sale. Some of you may be quick to notice then – doesn’t it mean that sellers who appear regularly in the Buy Box will gain better sales than other sellers selling the same products? And the answer is definitely yes: numerous sources have shown that roughly 80% of the orders made on Amazon go through the Amazon Buy Box, and sellers have very often recounted that their sales increase dramatically when they are in the Buy Box.

Meanwhile, products that only have one seller will still have a Buy Box, but they do not have to compete with anyone else to win it. This situation applies to private label products sold under their unique brands, and direct-to-consumer brands sold only by the manufacturer or an exclusive partner. As such, many sellers have turned to create their own private labels and own products to avoid having to compete for the Buy Box.

So now, do you have a better understanding of the Amazon Buy Box? We will be showing you more information regarding the different aspects of Amazon, so do stay tuned!

Check out other popular Amazon Features here:

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