Your Guide to Securing the Amazon Buy Box
When multiple sellers offer the same item on Amazon, those listings are merged into one product detail page. This makes it easier for shoppers to view all available options, compare them, and make a purchase by Amazon Buy Box.
Often, one seller’s offer is highlighted on the product page. This highlighted listing—called the Featured Offer—appears prominently with the “Buy Now” and “Add to Cart” buttons. It plays a major role in helping customers quickly find what they want by comparing options based on price, product condition, and shipping speed. Earning the Featured Offer spot can significantly boost a seller’s product visibility and sales.
When a shopper chooses the Featured Offer, they can instantly add it to their cart or buy it. They also have the choice to view other seller options or click “Used & New” to explore more listings with different pricing and item conditions.
Requirements to Qualify for the Featured Offer
Products become eligible for the Featured Offer based on a variety of factors, which may differ across product categories. However, the general requirements include:
- Maintaining a Professional selling account in good standing.
- Offering the product in new condition.
- Setting a competitive price—equal to or lower than the price from major external retailers.
Tips for Winning the Featured Offer
1. Keep Your Prices Competitive
Featured Offers typically have the lowest or most competitive pricing. Here are some tools to help keep your prices attractive:
- Manage All Inventory: This page shows whether your item is currently the Featured Offer. Use the “Price and shipping costs” section or select “View reference and business prices” to see competitor pricing both inside and outside of Amazon.
- Pricing Health: Under the “Pricing Opportunities” tab, you’ll see which listings are not eligible for the Featured Offer and suggestions for adjusting prices to make them competitive.
- Automate Pricing: Use Amazon’s Automate Pricing tool to set up pricing rules that continuously adjust your prices. You can choose ready-made templates or design custom rules to suit your strategy.
Always remember to include shipping fees when evaluating the total price of your listings.
2. Offer Fast and Free Shipping
Providing quick or free shipping options boosts your chances of winning the Featured Offer (Amazon Buy Box). Both Fulfillment by Merchant (FBM) and Fulfillment by Amazon (FBA) can help you qualify, as long as the delivery speed and cost are competitive.
3. Deliver Exceptional Customer Service
If you’re fulfilling orders yourself, your customer service performance is crucial. Key performance metrics include:
- Order Defect Rate (ODR): Should stay under 1%.
- Late Shipment Rate (LSR): Should remain below 4%.
- Pre-Fulfillment Cancellation Rate (CR): Should be less than 2.5%.
- Valid Tracking Rate (VTR): Should exceed 95%.
These metrics are available on your Account Health dashboard in Seller Central. Alternatively, you can simplify operations by using FBA, which handles shipping, customer service, and returns on your behalf.
4. Maintain Healthy Inventory Levels
Running out of stock can disqualify your product from being the Featured Offer. To avoid this, regularly monitor your inventory and plan ahead, especially during sales peaks. Go to “Inventory” in Seller Central and select “Manage All Inventory” to keep track of stock.
Take Advantage of the Featured Offer for Increased Sales
Securing the Featured Offer position can help you reach more customers and generate more sales. To learn how to improve your strategy and meet eligibility requirements, check out Amazon’s beginner’s guide for sellers.
