What Is Buy Box Percentage?
The term Buy Box Percentage is commonly used by sellers to describe how frequently their offers win the Featured Offer.
Amazon now generally uses the term Featured Offer rather than Buy Box.
The metric helps sellers understand how frequently their offers are displayed as the primary purchasing option compared with other offers for the products they sell.
How Is It Calculated?
Amazon describes Featured Offer Percentage as:
Page views where you were the Featured Offer ÷ Total page views for the active products you list
Only active products are included in the calculation.
Why Can Your Percentage Change?
Your percentage can change because the Featured Offer is determined dynamically.
Factors such as price, shipping speed, inventory availability, and seller performance can influence which offer Amazon displays. Amazon does not disclose every factor or guarantee that a seller will win the Featured Offer.
Is Buy Box Percentage the Same as Featured Offer Percentage?
In most seller discussions, Buy Box Percentage and Featured Offer Percentage refer to the same general concept.
When creating documentation, it is better to use Featured Offer Percentage, since Featured Offer is Amazon's current terminology.