The Buy Box is the CTA (Call to Action) that leads Amazon shoppers to purchase the product on the product listing. The Buy Box is found on a product page and contains the price, shipping information, seller, and an “add to cart” button.

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When multiple sellers are selling the same item, one seller will “win” a purchase made on the Buy Box, while other sellers can be found underneath the Buy Box.

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When Amazon shoppers buy a product, they do so through the Buy Box 82% of the time (as opposed to the “Other Sellers” section). This is why it’s so crucial to win the Buy Box as often as possible. When you’ve got the Buy Box, you’ll likely get the purchase. Many factors determine who wins the Buy Box: from seller rating to order defect rate to customer response time. One of the biggest factors in determining who wins the Buy Box is fulfillment method. Generally, an FBA seller can set a slightly higher price than an FBM seller and still win the Buy Box.