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What is Buy Box?

Also known as Featured Offer

The Buy Box is the Add to Cart panel on an Amazon product page shared by multiple sellers. The seller who wins it receives the overwhelming majority of that page's sales.

Why it matters

Winning it depends on price including shipping, fulfilment method, seller performance metrics and stock availability. FBA offers are advantaged, and price alone does not decide it.

Losing the Buy Box on a shared ASIN effectively removes your sales on that product even though your offer remains live. It is worth monitoring as a metric in its own right.

Related

Terms that come up alongside this one

ASIN
An ASIN is the ten-character alphanumeric code Amazon assigns to every product in its catalogue. It identifies the product page, not your particular offer on it.
FBA
FBA is Amazon's fulfilment service: you ship inventory to Amazon's warehouses, and Amazon picks, packs, ships and handles customer service for each order in exchange for a per-unit fee.
Organic rank
Organic rank is a listing's unpaid position in marketplace search results for a given query. It is driven mainly by relevance and sales velocity, not by advertising spend directly.

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