When several sellers offer the same product, Amazon chooses one offer for the main “Add to Cart” button, known as the Buy Box (Featured Offer). Most sales go to that offer.
Factors that influence it
- Price including shipping.
- Fulfilment method: FBA offers often perform well.
- Delivery speed.
- Seller performance: account health, ratings.
- Stock availability.
Amazon does not publish the exact formula.
Steps to improve your chances
- Keep competitive prices that still leave profit; calculate with our selling price calculator.
- Consider FBA for faster delivery.
- Maintain strong account health.
- Never run out of stock.
- Collect positive seller feedback.
Avoid price wars
Constantly undercutting other sellers can wipe out margins. Check real profit with our profit calculator.
Own brands
If you own the brand, Brand Registry helps prevent others from hijacking your listing. Read listing hijacking.
Want the full picture? This article is part of Marketplace selling: the complete guide, our in-depth guide with everything in one place.
