Buy Box

The Buy Box is the checkout panel on an Amazon product page — the area on the right containing the "Add to Cart" and "Buy Now" buttons. When multiple sellers offer the same product, only one of them is featured in the Buy Box. Everyone else is relegated to "Other Sellers" and effectively sells nothing.

Amazon awards the Buy Box based on a mix of price, shipping speed, inventory, and seller performance. Around 82 % of all Amazon purchases go through the Buy Box.

For Amazon sellers, the implication is simple: without the Buy Box, you might as well not be listed.