5 Strategies to Win the Buy Box More Often in 2025

Boost visibility, increase sales, and stay competitive on Amazon by understanding how to win the Buy Box more often.

Winning the Buy Box on Amazon means your offer is visible (“Add to Cart”) on a product’s detail page. If you’re not winning the Buy Box, your offer will be shown as one of the other offers available. Approximately 90% of Amazon sales go through the Buy Box, so having the featured offer is key if you’re competing with other sellers on a listing.

Although Amazon’s algorithms are closely guarded, we know several elements that determine who wins the Buy Box, like pricing, fulfillment methods, and seller metrics. Keep reading to learn what you should know about winning the Buy Box more often.

1)Prioritize Shipping Speed

You can fulfill Amazon orders yourself (Fulfilled by Merchant, or FBM) or through the Fulfillment by Amazon (FBA) program. Amazon evaluates on-time shipping metrics when determining which offer wins the Buy Box. Fulfilling orders quickly while meeting customer expectations is crucial to your success. Many sellers choose to fulfill orders with FBA to streamline processes and ensure consistent on-time delivery. Fulfilling orders through FBA automatically makes your offer Prime-eligible with same-day, one-day, or two-day delivery. If for some reason FBA doesn’t fulfill the order within the anticipated timeframe, Amazon accepts responsibility for the issue, and it doesn’t impact your seller metrics.

FBA isn’t right for all products, though. For example, if you sell heavy or bulky products, you may have more success with FBM. Just be sure to ship orders on time to maintain your account health! The Seller-Fulfilled Prime (SFP) program is another option that allows you to ship your own orders while getting the advantage of being Prime-eligible. SFP has strict performance metrics and you must qualify to use this shipping method.

2)Improve Amazon Seller Performance Metrics

Amazon seller performance metrics including Order Defect Rate (ODR), on-time shipping rate, and response times affect Buy Box share. Keep your ODR low, avoid sending late shipments when possible, and respond to any customer inquiries in a timely and professional manner to keep your account healthy.

Your seller feedback rating also impacts whether you are eligible to win the Buy Box. This rating is provided on a one-to-five-star scale to evaluate your performance as a seller: service, professionalism, shipping, and packaging. Your seller feedback rating is displayed as an average of the feedback you’ve received.

You can improve your Amazon feedback rating by sending automated feedback requests using software such as FeedbackFive. The software also provides alerts when you receive negative feedback so you can work to resolve any issues as soon as possible.

3) Don’t Go Out of Stock

Inventory availability impacts Buy Box ownership. Having plenty of inventory on hand means you can fulfill orders and meet customer demand. Many sellers use a mix of FBA and FBM to prevent fulfillment delays. 

Forecasting inventory demand is difficult. Understanding your inventory history, lead times, and seasonal fluctuations can help you keep the right amount of inventory in stock. Plan for peak seasons and be prepared to run promotions or implement Amazon advertising if your product isn’t selling as quickly as anticipated. Having too much or too little inventory at FBA can cost you in aged inventory surcharges and low-inventory-level fees, so it’s important to maintain a good balance.

4) Review Your Pricing Strategy

Amazon considers price in the Buy Box algorithm, but the lowest price doesn’t always win. How does your price compare to the competition? Amazon repricing software or pricing rules in Seller Central can help you manage your pricing more effectively. If your product is listed on other eCommerce platforms, your Amazon listing may be suppressed from winning the Buy Box if you have lower prices on other sites. SellerPulse includes detailed Buy Box alerts to notify you when the Buy Box is lost or suppressed.

5) Leverage External Traffic and Sales Velocity

Increasing traffic to your listing by using social media and PPC ads can help boost your Buy Box percentage. Order volume, sales velocity, and conversion rate are all considered in the Buy Box algorithm. Driving external traffic can influence all of these.

Running ads on external platforms like Facebook, Instagram, TikTok, or Google Ads that drive traffic to your Amazon listing can increase sales, showing that your product is in demand. Having a high number of consistent orders can help your offer become more competitive for the Buy Box. Working with influencers is another way to increase traffic to your listing.

Monitor Buy Box Trends

SellerPulse offers Buy Box insights with competitive details for winning and losing offers so you can determine how to improve your offer and improve your chances of winning the Buy Box. Regularly reviewing your offer, ensuring that your listing is well-optimized, and staying in stock will give you a competitive advantage. Start a free trial today to see how it works!