The Buy Box can make or break a sale but winning the Buy Box is not an easy task. It starts with having a clear understanding of what the Buy Box is and how it functions.

By definition, the Buy Box is the white box on the right side of the Amazon product detail page. This is where customers can add items to their shopping carts. Since the competition on Amazon is tough, with multiple merchants selling the same product, you must work hard to win the Buy Box.

Experienced Amazon shoppers trust the Buy Box. When a buyer clicks on the ‘add to cart’ or ‘buy now’ button, that means they are only purchasing from one seller, and one seller only – the Buy Box winner.

So how do you win the Buy Box?

Whether you are a seasoned seller or just starting out on Amazon, here’s what you need to do.

Be Buy Box Eligible

There’s no sense competing for the Buy Box when you are not an eligible seller in the first place. Here are some basic requirements:

  1. Be a subscription-based professional seller. You will also need to be trading for at least 2-6 months and are using the FBA service. If you are not using FBA, you will have to wait longer for your items to appear in the Buy Box.
  2. Ensure that your Order Defect Rate (ODR) is lower than 1%. This means that you need to have a history of successful selling to prove Amazon that you are a consistent and trustworthy seller.
  3. Have excellent customer metrics as shown by your customer reviews. The more positive reviews you have, the more reliable you become in the eyes of Amazon.
  4. Maintain a 97% or higher feedback score. Your performance metrics as seen in your Seller Ratings and Seller Feedback determines your credibility as an Amazon merchant.

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