Buy Box
Also known as: Featured Offer
The "Add to Cart" position on a product detail page, awarded to the seller Amazon's algorithm picks as the default.
The Buy Box (officially renamed "Featured Offer" in 2023, though everyone still says Buy Box) is the box on the right side of an Amazon product detail page that contains the "Buy Now" and "Add to Cart" buttons. Whichever seller is featured in the Buy Box at the moment a customer clicks gets the sale by default. ~85% of all Amazon purchases happen via the Buy Box.
Multiple sellers can offer the same product, but Amazon only puts one in the Buy Box at any moment. Amazon's Buy Box algorithm rotates featured sellers based on price, fulfillment channel (FBA gets a heavy boost), seller feedback rating, in-stock status, shipping speed, and a few other factors. The exact weights are proprietary and they change.
For sellers, Buy Box win rate is the single most important commercial metric. Repricing software exists almost entirely to win and hold the Buy Box without cratering margin. SellerVault's repricer factors in Buy Box probability, fulfillment channel matching, competitor seller quality, and TACoS pressure to make Buy-Box-aware decisions instead of dumb price matching.
You and three other FBA sellers offer the same ASIN at $24.99. All four match price exactly. Amazon will rotate the Buy Box across all four sellers based on inventory health, feedback rating, and historical Buy Box hold time. A higher-feedback seller with healthier inventory may hold the Buy Box 60% of the time even at the same price.
Buy-Box-aware Amazon repricer
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