Buy Box (Featured Offer)
The "Add to Cart" section on a product detail page. When multiple sellers offer the same product, Amazon rotates the Buy Box among eligible sellers based on price, fulfillment, and performance metrics.
What Is the Buy Box?
The Buy Box (now officially called the "Featured Offer") is the white box on the right side of an Amazon product page containing the "Add to Cart" and "Buy Now" buttons. About 82% of Amazon sales go through the Buy Box, making it critical for sellers.
How to Win the Buy Box
Key factors include: competitive pricing, FBA or SFP fulfillment, strong seller metrics (low defect rate, fast shipping), and sufficient inventory. Having the lowest price doesn't guarantee the Buy Box - Amazon weighs multiple factors.
How SellerLegend Helps
SellerLegend's listing protection feature monitors your Buy Box share and alerts you when you lose it, so you can react immediately.
Want to track this metric continuously?
SellerLegend gives you a frequently-updated dashboard with all the Amazon metrics that matter.
Start Your 21-Day Free Trial