Buybox – Marketplace sellers

In this article, we explain what the Buybox is, which factors influence winning it and what you should review to improve the visibility of your offers.

Important: winning the Buybox does not depend only on price. Shipping time, the overall quality of your shop, item condition and, for refurbished items, the product grade also have an impact.

Contents

What the Buybox is
How offers are displayed
Which factors influence winning the Buybox
What happens if you have more than one offer for the same item
How the Buybox works for refurbished items
Summary

1️⃣ What the Buybox is

The Buybox, also known as the purchase box, is the block on the product page where the featured offer is displayed when several sellers sell the same item.

The offer that wins the Buybox appears as the main option for the customer. This gives it more visibility and increases its chances of sale.

The customer can also expand the purchase block to view other available offers for the same item.

2️⃣ How offers are displayed

The first five offers are visible in the Buybox. If your offer does not appear, review the competitiveness of your items to try to win the Buybox or appear among the visible offers.

Offers are sorted by item condition and price, from lowest to highest.

Keep in mind: appearing in the Buybox does not necessarily mean winning the main position. The winning offer is the one highlighted on the product page.

3️⃣ Which factors influence winning the Buybox

The Buybox compares your offer with those of other sellers selling the same item. Several factors are taken into account to decide which offer is shown as featured.

Price: the more competitive it is compared with other offers for the same item, the more likely your offer is to gain visibility.
Shipping time: an offer with a good price may not win the Buybox if its delivery time is less competitive.
Overall seller quality: if the quality of your shop is not adequate, it may affect the position of your offers.

For example, if you set a fast delivery time but do not meet your delivery commitments on time, the quality of your service may be affected.

Important: there is no single action that guarantees winning the Buybox. To improve your position, you should work on price, delivery time and service quality together.

4️⃣ What happens if you have more than one offer for the same item

If you have more than one active offer for the same item, only the offer with the best price will be displayed.

For this reason, you should check that you do not have duplicate offers or different conditions for the same product that could affect the visibility of your catalogue.

Remember: if an offer does not appear as expected, first check whether there is another active offer for the same item with a more competitive price.

5️⃣ How the Buybox works for refurbished items

Refurbished items have their own Buybox, separate from the Buybox for new items.

For refurbished items, the product grade is the predominant factor when comparing offers with different grades.

When several offers have the same refurbished grade, the same criteria as for new items apply: price, shipping time and overall seller quality.

Important: a refurbished offer does not compete in the same Buybox as a new offer. Each item condition is handled independently.

6️⃣ Summary

The Buybox highlights one main offer: winning this position increases the visibility of your offer.
Only the first offers are shown: the first five offers are visible in the Buybox.
Price is not the only factor: shipping time and the overall quality of your shop also have an impact.
If you have several offers for the same item: only the offer with the best price will be displayed.
Refurbished items have their own Buybox: the product grade is predominant between offers with different grades.

Review your catalogue regularly to check which items win the Buybox, which ones do not appear and what you can adjust to improve your competitiveness.

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