All Glossary
Anything in the Buy Box (AITBB)
Learn what AITBB (Anything In The Buy Box) means, how Buy Box eligibility works, why it impacts sales, and how to improve Buy Box win rates. Includes factors, examples, FAQs, and seller strategies.
Anything In The Buy Box (AITBB) is an invite-only Amazon feature that lets approved sellers show complementary add-on products directly inside the Buy Box.
What Is AITBB (Anything In The Buy Box)?
Anything in the Buy Box (AITBB) is a specialized, invite-only Amazon feature designed to increase cross-selling. It allows select sellers to display complementary add-on items—such as batteries for a toy or a protective case for a phone—directly alongside the main product's Buy Box.
Unlike the standard "Frequently Bought Together" section, AITBB allows customers to add these accessories to their cart directly from the current product page. This creates a seamless bundling experience.
What is the Amazon Buy Box?
The white widget on the right side of a product detail page—or, on mobile devices, directly beneath the product image—is known as the Amazon Buy Box. It has the important "Buy Now" and "Add to Cart" buttons.
It stands for the default method of purchase. When a customer clicks "Add to Cart," the offer from the particular vendor who presently "wins" the Buy Box is automatically chosen by the system. Only one seller's offer appears in this box at any given moment, even though numerous merchants may offer the same product.
The Buy Box appears:
On desktop: right side of the page
On mobile: below the product images
Winning this placement determines which seller receives the majority of orders.
How AITBB Works?
AITBB shows where your offer stands and how well it is performing in comparison. Being eligible means your product meets Amazon’s basic requirements to try for the Buy Box.
When several sellers qualify, Amazon rotates the Buy Box so everyone gets a turn.
Winning the Buy Box means your product is the main “Add to Cart” or “Buy Now” option that customers see first.
Losing it can happen if your price changes, performance drops, stock runs out, or competitors improve their offers.
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Why is winning the Buy Box important for sellers?
There are two primary reasons why winning the Buy Box is the most important factor in success on Amazon:
Sales Volume: According to industry estimates, the Buy Box accounts for about 80% of Amazon's website sales. Because secondary offers are more difficult to locate on mobile devices, this number is significantly larger.
Advertising Eligibility: If you don't own the Buy Box, you can't run Amazon PPC (Sponsored Products) advertisements. Your advertisements for that product will immediately stop if you misplace the box, which would stop your visitors.
What does it mean to be "Buy Box Eligible"?
To compete for the Buy Box, you must first be "Buy Box Eligible" (previously known as "Featured Merchant" status). It enables the algorithm to consider your offer, but it does not ensure that you will win.
Usually, a vendor needs to fulfill three requirements to obtain this status:
Type of Account: Maintain a Professional Selling Account (individual plans are typically ineligible).
Metrics of Performance: Keep your order defect rate (ODR), cancellation rate, and late shipment rate low.
Order Volume: To demonstrate dependability, show a large enough historical order volume.
What specific factors affect Buy Box eligibility and winning?
After a vendor qualifies, Amazon's algorithm compares them to rivals based on customer satisfaction. Among the most important elements are:
Fulfillment Method: Because Amazon relies on its own delivery network to fulfill Prime shipping commitments, sellers who use Fulfillment by Amazon (FBA) or Seller Fulfilled Prime (SFP) have a clear advantage.
Landed Price: The total cost to the client (product price plus shipment) is known as the "landed price." You need to be competitive even if you don't always require the lowest pricing.
Inventory Availability: Products need to be available. You will lose the box if there are frequent stock-outs or backorders.
Rating of the Seller: A significant number of favorable reviews and prompt customer service indicate authority and dependability.
Amazon evaluates competing offers using a customer-focused performance algorithm.
The algorithm can rotate the Buy Box between qualified sellers, but usually rewards the best all-around value and reliability. |
What is the "Anything in the Buy Box" (AITBB) strategy?
Instead of only selling a single unit, the AITBB strategy concentrates on raising Average Order Value (AOV).
Sellers can promote impulsive purchases by adding high-relevance, less expensive accessories in the AITBB slot. By addressing an issue (such as "I need batteries for this") at the precise moment of purchase, this method increases overall revenue per customer visit and enhances product exposure for the add-on items.
What does it mean if there is no Buy Box on the page?
The listing is experiencing Buy Box Suppression if the "Add to Cart" and "Buy Now" buttons are absent and substituted with a button that reads "See All Buying Options."
This usually occurs when Amazon's algorithm finds that none of the available deals offer fair value. The most frequent reason is price: Amazon suppresses the Buy Box to prevent customers from overpaying if the current offer is much higher than the Manufacturer's Suggested Retail Price (MSRP) or prices found on other major retail websites.
What happens if you don't win the Buy Box?
If you are eligible but do not win the Buy Box:
Visibility Drops: Your offer is relegated to the "Other Sellers on Amazon" list (often a small link under the Buy Box). Very few customers click this link to compare prices.
Sales Decline: Without the convenience of the "Add to Cart" button, sales volume usually drops precipitously.
Ads Stop: Any Sponsored Products campaigns associated with that ASIN will stop running until you regain the Buy Box.
Summary
The invite-only Amazon feature "Anything In The Buy Box" (AITBB), which enables merchants to cross-sell complimentary add-ons directly within the Buy Box to increase Average Order Value (AOV), is decoded in this guide. Beyond AITBB, the essay discusses the workings of the typical Amazon Buy Box and explains why it is crucial for running PPC advertisements, and produces 80% of sales. It describes the prerequisites for eligibility, effective tactics (such as FBA and competitive price), the causes of Buy Box suppression, and the dire consequences of losing this coveted position.
Key Takeaways
AITBB enables cross-selling, an Invite-only feature that places add-on items directly in the Buy Box to lift AOV.
The Buy Box drives ~80% of Amazon sales, making it the most important revenue lever for sellers.
No Buy Box = No Ads. If you do not win the Buy Box, you cannot run Amazon PPC campaigns. Losing the box immediately pauses your advertising traffic.
Winning isn’t just about price — Amazon weighs landed price, not lowest price.
Operational metrics matter — FBA/SFP, stock depth, and performance strongly influence Buy Box share.
If the price is significantly higher than the MSRP or competitors on other sites, Amazon may "suppress" the Buy Box, replacing the "Add to Cart" button with a "See All Buying Options" link.
To compete for the Buy Box, you must have a Professional Selling Account, sufficient order volume, and healthy performance metrics (low cancellation/late shipment rates).
Frequently Asked Questions
