Does Amazon prefer its own products in the Buy Box? New study reveals exciting details

Amazon is the giant in online retail, and the Buy Box is at the heart of success on this platform. Whoever wins the Buy Box will close the majority of the sales. A new study now raises the question: Does Amazon prefer itself in the Buy Box? The results are controversial and affect every retailer who sells their products on Amazon.

What is the Amazon Buy Box and why is it so important?

The Amazon Buy Box is the highlighted box on the product detail page that takes customers directly to the purchase. Statistics show: Over 80% of purchases on Amazon are made via the Buy Box. For third-party providers, placement in it is therefore business-critical.

The new study at a glance: Does Amazon prefer its own offers?

According to a recent study carried out by independent analysts, there is a clear trend: amazon has a significantly increased probability of winning the Buy Box for products that it sells or ships itself.

Key points of the study:

• Amazon-owned products receive the Buy Box around 70% more often than third-party offers.
• Even with identical prices, the Amazon offer is often prioritized.
• Delivery speed and the frequent “Prime” label play a central role.

These findings raise questions about competitive neutrality — particularly for small and medium-sized sellers.

Why does Amazon prefer its own products?

There are several reasons why Amazon might prefer its own offers in the Buy Box:

• Faster delivery times: Amazon can fully control its own warehouse and shipping structures.
• Higher customer satisfaction: Internal offers often guarantee consistent quality.
• Maximize profit: Through its own sales, Amazon not only generates sales commissions, but also full product profit.

What can third parties do to stay competitive?

It is becoming increasingly important for external sellers to actively work towards optimising their offerings. Here are a few recommendations:

1. Optimize pricing strategy: An automated repricer such as Metaprice Amazon Repricer helps to dynamically adjust prices and remain competitive.
2. Improve shipping times: Using Fulfillment by Amazon (FBA) can secure the Prime label.
3. Get higher product ratings: Customer reviews improve visibility and trustworthiness.
4. Regular performance optimization: KPIs such as delivery punctuality and cancellation rates should remain within the optimal range.

FAQ about the Amazon Buy Box and the new study

1. What is the main factor for Buy Box placement?

In addition to price, shipping speed, inventory and seller performance are decisive.

2. Does Amazon consciously prefer its own products?

According to the study, there is clear evidence of prioritization, even though Amazon officially emphasizes neutrality.

3. How can an Amazon Repricer help?

An intelligent repricer like Metaprice ensures that your offers automatically remain attractive in terms of price and thus improves the chances of getting the Buy Box.

4. Are there alternatives to Amazon FBA to deliver faster?

Our own optimized logistics or service providers for fast shipping can be an alternative.

Conclusion

The new study clearly shows that it has become more challenging for third-party providers on Amazon to assert themselves against the platform giant's internal offerings. If you want to remain successful, you should constantly review your strategy and use modern tools such as Metaprice Amazon Repricer use to remain competitive.

Take action now and improve your Buy Box chances!

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