Glossary
Buy Box
The default offer in the add-to-cart box on a product page. Ads only show for the offer that holds it.
Definition
When several sellers offer the same product, Amazon picks one as the Featured Offer based on landed price, fulfilment method and speed (FBA and Prime favoured), seller performance metrics, stock and price history. Most sales go to that offer.
For advertisers the Buy Box is binary: Sponsored Products ads stop serving when your offer is not featured. Losing it, through a competitor undercutting or a pricing error, silently switches off advertising for that ASIN.
How we use it
We monitor Buy Box share daily on every advertised ASIN and alert on losses so pricing or inventory can be fixed before ad spend is wasted or paused.
Get my free auditWhy do I lose the Buy Box on my own brand?
Usually a reseller or unauthorised seller offers it cheaper or with FBA. Brand Registry, Transparency and distribution control are the fixes; pricing alone rarely is.
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