What the Buy Box Ownership Report shows
The Buy Box is where the vast majority of marketplace sales happen. On Amazon, over 80% of purchases go through the Buy Box, and other marketplace channels have similar systems. Knowing how often you're winning it is critical to understanding your repricing performance on these channels.
Open it from the Reports dashboard by clicking the Buy Box Ownership card.
Note: This report applies to marketplace channels where Buy Box competition exists. Storefront channels don't have a Buy Box since you're the only seller on your own store.
Key metrics
The summary cards at the top of the report show:
- Buy Box Ownership. The percentage of your eligible listings that currently have the Buy Box. For example, if you have 100 repriced listings and 72 of them have the Buy Box, your ownership rate is 72%.
- Listings with Buy Box. The absolute number of listings currently winning out of total active listings.
- Lowest Price, No Buy Box. The number of listings where your price is at or below the lowest competitor but you still don't own the Buy Box. These are worth investigating because something other than price is preventing you from winning.
The ownership trend chart
A chart shows your Buy Box ownership rate plotted over time. This is where you can visually see the impact of strategy changes. Look for:
- Upward trends. Your strategies are working well. You're winning more Buy Boxes over time.
- Downward trends. Competition is increasing, or your strategies might need to be more aggressive. Check if new competitors have entered your listings.
- Sudden drops. Could indicate a pricing error, a credential issue that stopped repricing, or a major competitor entering the market.
- Sudden jumps. A competitor may have gone out of stock, or your recent strategy changes are paying off.
Listing-level breakdown
Below the chart, a table shows Buy Box status for each individual listing:
- SKU, Product Title. Identify the listing.
- Region. Which marketplace region the listing belongs to (e.g. Amazon.com, Amazon.ca).
- Current Price. Your current listed price.
- Buy Box Status. Whether you are "Winning", "Not Winning", or the Buy Box is "Suppressed" (no seller owns it).
- Buy Box Price. The price of the current Buy Box winner.
- Lowest Competitor. The lowest price among competing sellers on the listing.
- Competitors. The number of other sellers competing on the listing.
This table is very useful for identifying which specific listings need attention. Sort by "Buy Box Status" to quickly find all listings you're not winning, or check "Lowest Competitor" to see where competitors are undercutting you.
How to improve Buy Box ownership
- Lower your price floors on listings where competitors are close. If you're only a small amount away from the Buy Box price, even a tiny floor reduction could win it.
- Switch to a more aggressive strategy for listings you're consistently losing. Try "Beat by" mode instead of "Match exactly."
- Try "Beat by + Win Buy Box" mode. This mode is specifically designed to win the Buy Box at the best possible price. It lowers your price to win, then gradually raises it to maximize profit while keeping the Buy Box.
- Check your seller metrics. The Buy Box algorithm considers more than just price. Shipping speed, seller rating, order defect rate, and fulfillment method all play a role. If your metrics are weak, you might need a lower price to compensate.
- Consider your fulfillment method. Using the channel's own fulfillment service (such as FBA on Amazon or WFS on Walmart) generally gives you a Buy Box advantage at the same price point compared to self-fulfilled offers.