Home / Amazon.com / How the Amazon Buy Box Works
When you place your products in the Amazon.com catalog, anyone browsing Amazon.com can find them and buy them. These products can be found through browsing, searching or looking through the numerous Amazon stores, departments and galleries. Once you find what you are looking for, you come to the Product Detail Page, where you can view images, short movies and text based descriptions of the product you are interested in purchasing.
After customers find what they want, they can put the product into the shopping cart (and ultimately purchase them) using one of three methods:
We put all the merchants who sell the same product into the pool of eligible merchants. One merchant “wins” the Buy Box; others who also sell the product as “new” are listed under More Buying Choices; finally, all merchants appear on the Used & New pages.
How a merchant gets placed in the Buy Box
Here are factors we take into account when we select the winner of the Buy box (which Amazon may revise or update from time to time):
|
Factor |
What we ask |
What we look for |
|
Price |
What you charge for the product?How much do you charge for shipping? |
Low total price, including product price and shipping cost. |
|
Availability |
How many do you have in stock?How quickly will you ship the product? |
Quick and consistent fulfillment. |
|
Volume |
Do you sell many of these products? |
Have a compelling entry and sell a consistent amount. |
|
Refunds |
How often must you issue a refund due to merchant error? |
Low refund rate due to merchant error. |
|
Customer Feedback |
How do your customers rate your service? |
Low negative feedback ratings (generally less than 5%). |
|
A-to-z Guarantee Claims |
How often do you get returns on your orders? |
Low number of A-to-z Guarantee claims. |
Please note: Amazon.com does not guarantee that any merchant will win the Buy Box. However, you can take steps to increase the chances of winning the Buy Box.
-Source: Amazon.com
