Buy Box
The default purchase option on an Amazon product page, awarded algorithmically to one seller per ASIN at any given moment.
The Buy Box (now formally called "Featured Offer") is the prominent "Add to Cart" button on an Amazon product detail page. Amazon's algorithm awards it to a single seller per ASIN per visit, weighing price, shipping speed, fulfillment method (FBA wins), seller performance metrics, and account health. Approximately 80–90% of Amazon sales flow through the Buy Box, so winning it is the central operational goal for almost every Amazon seller.
Also known asAmazon Buy Box, Featured Offer
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