What the Buy Box (Featured Offer) is

When several sellers offer the same product, Amazon picks one offer to feature, with the “Add to Cart” and “Buy Now” buttons. That's the Featured Offer, known as the Buy Box. The other offers go under “Other sellers on Amazon”. Since most purchases happen through the Featured Offer, being out of it usually means selling much less — and, in general, your Sponsored Products ads stop showing while you're not featured.

Where to see the percentage in Seller Central

  1. In Seller Central, open Reports › Business Reports.
  2. Choose the Detail Page Sales and Traffic by Child Item report.
  3. Set the date range and find the Featured Offer (Buy Box) percentage column.

The percentage tells you the share of page views in which your offer was featured. 100% means you were featured in all of them; low values mean another seller — or no one — held the offer much of the time. Compare week over week and cross-check against the ASIN's sales.

How much it matters: in Amazon Brazil data, products with a Buy Box below 50% convert 1.4% of sessions, versus 6.1% for those at 95% or higher (data from 1,814 products).

Checking on the product page

Open the product page logged out or in a private window and look at the name under “Sold by”. If it's your store, you're featured at that moment. If you see “See All Buying Options” with no buy button, no offer is featured. This check is useful for a quick diagnosis, but it changes throughout the day and by delivery ZIP code, so the report is the reference.

Eligibility: the first filter

Before competing, your offer has to be eligible. Amazon looks at seller performance metrics such as order defects, cancellations and late shipments, plus product condition and availability. On the inventory page, offer management shows whether each offer is eligible to be featured. An account with metrics outside the targets can lose eligibility even with a good offer.

Factors that weigh in

According to Amazon's official help, the choice considers the experience the customer will have with the offer. In practice, watch:

  • Delivery speed and reliability: offers with fast, reliable delivery, such as FBA or well-performing seller-fulfilled shipping, tend to compete better.
  • Available inventory: with no stock, the offer drops out — stockouts are a common cause of losing the Featured Offer.
  • Seller performance: order defects, cancellations, late shipments and customer service.
  • Total price to the customer, including shipping, which Amazon compares across offers for the same product.

Before touching price, look at delivery, inventory and account metrics — they're the factors under your control that most often explain the loss.

Lost the Buy Box: what to check

  1. Did FBA inventory run out or get low?
  2. Did any account performance metric fall outside the target?
  3. Is the offer still eligible in inventory management?
  4. Did a new seller join the ASIN, including Amazon itself?
  5. Did your offer's delivery time get worse (change of fulfillment method, region or carrier)?

How EcomVision helps

The EcomVision Buy Box screen shows, product by product, who holds the Featured Offer, how many competitors and offers there are, and how much you spend on ads for products where you're not winning the sale. Buy Box share shows how long each seller held the offer over 1 month, 3 months, 6 months or 1 year — making it easier to see when the loss started and cross-check it with inventory and delivery.

Update notice: Amazon's rules, reports and timelines change periodically. Always check the official documentation for current behavior (see sources below).

Sources