Amazon Buy Box
To distinguish products from each other, Amazon uses its own identification code, the Amazon Standard Identification Number (ASIN), like an EAN or GTIN code.
Often, there are several sellers for the same ASIN. One of the sellers can obviously also be Amazon. However, there can only be one seller behind the Buy Box. And this can change during the day. So, your competitor may win the Buy Box 70% of the day, and you win it 30% of the day. Around 80% of sales via Amazon use the Buy Box, so it's essential to control the Buy Box. Also, if you want to advertise on Amazon, you will first need to win the Buy Box to get among the results and prevent the sale going to a competitor.
Via other sellers or your Amazon store page, you still have a chance to sell the product, but the number of sales will be much lower.
How do you win the Buy Box?
First, you will need to have Buy Box Eligibility. The Buy Box Eligibility status is based on your Order Defect Rate (ODR), customer experiences, your sales experiences and other statistics. And you only have a chance to win the Buy Box with a seller account and new and available products. Your score is then determined based on the following factors.