Retailers who understand their position in relation to the Buy Box winner can develop strategies to increase their chances of winning the Buy Box, thereby boosting their sales.
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Have you noticed a prominently displayed ‘Buy Now’ and ‘Add to Cart' button on the right side of a product listing page on an e-comm marketplace? That is the Buy Box. This simple button lets one lucky marketplace seller stand out from the others. Whenever a customer clicks on one of these two buttons, they are buying from that particular seller.
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Examples:

Most customers buy products directly using the Buy Box without even considering the other offers. For example, it has been reported that over 80% of all Amazon sales goes through the Buy Box. That is why it is important to win the Buy Box. That is also why there’s a lot of competition for the Buy Box. In a nutshell, winning the Buy Box is a way to significantly boost your sales.

Generally, the marketplace will try to automatically select the listings that offer the best value to the end customer in that particular geographic location. Each marketplace's rules are different, but essentially it comes down to who has the most competitive prices, stocked inventory, fast delivery, and better customer service.

Note: Please check up-to-date documentation from the marketplace(s) where you sell.

Also, knowing which competitor is the Buy Box winner can provide retailers with critical insights into areas they need to improve to become more likely to win the box and increase their sales.

Data on Buy Box winners equip retailers with the insights needed to refine their pricing strategies, respond to consumer and market changes, and ultimately improve their competitive position for better sales and profitability.
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​Use-Case Examples:
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Pricing Strategy: Seeing which competitor has won the buy box can help a retailer adjust their pricing strategy to become more competitive to win the Buy Box. And they can do that without hurting their margins by trying to be the cheapest, as the cheapest seller is not always eligible to win the Buy Box, or may not have the same delivery speed, customer service etc. as you.
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Consumer Trust: The Buy Box winner is typically a retailer that has not only competitive pricing but also good customer feedback and a strong fulfillment record. Understanding which competitor wins the Buy Box can help a retailer identify areas for improvement in customer service and fulfillment to enhance their trustworthiness and appeal to consumers.
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Market Share Insights: Knowing the Buy Box winners gives insights into which competitors are gaining market share and dominance in specific categories. This information can be vital for strategic planning, allowing retailers to identify strong competitors and adjust their market strategies accordingly.

​On the Price Intelligence Web App:
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​The 1P Seller was the Buy Box Winner: If on the last time we extracted a product listings page the 1P first-party marketplace seller (the marketplace operator) was holding the Buy Box, then an orange crown icon will be displayed close to its name on the page that contains product-level competitive pricing intelligence.

The 3P Seller was the Buy Box Winner: If on the last time we extracted a product listings page a 3P third-party marketplace seller was holding the Buy Box, then a black crown icon will be displayed close to its name on the page that contains product-level competitive pricing intelligence.

Also, for the Marketplace stores, usually followed by the name “Marketplace” (ex: Amazon Marketplace, Walmart Marketplace, eBay Marketplace, Sears Marketplace etc.), upon clicking on the black crown icon you’ll be able to visualize the history of Buy Box Winners for that product.

Note: The historical information displayed on this popup is limited to the extracted data retention period set for each customer environment. For example, if your retention period is 90 days, then this popup will show data up to 90 days; if your retention period is 30 days, then this popup will show data up to 30 days.

Using the Report Builder:
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The Buy Box information is also easily available for reporting using our Report Builder.

Note: By default, the reports do not expose all the marketplace sellers of a given product. This needs to be enabled per customer environment.

There are a couple of possible scenarios where you may not find the Buy Box information on the Price Intelligence interfaces and reports, or it may seem to be incorrect.
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Scenario 1: No Buy Box on the product listing page.

It is possible that a product listing page does not have a Buy Box. While it is rare, consumers will see a ‘See all buying options’ message instead - or something similar, it depends on the marketplace.

Example:

Scenario 2: The marketplace does not work with the Buy Box concept.

Marketplaces without a buy box don't direct users to a single seller's product but instead present multiple listings for the same product, allowing buyers to more easily purchase from different sellers. This contrasts with platforms that use a buy box, which automatically selects one listing as the default option for purchase at that moment in time, typically the best listing based on factors like price, seller rating, and fulfillment efficiency etc.
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Scenario 3: The marketplace does have a Buy Box, but we’re not capturing it.

Although we have dozens of extractors collecting marketplace data from different domains, it is possible that we’re not extracting the Buy Box Winner information from some of them. Please reach out to your Wiser representative if you have a specific need or request.
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​Scenario 4: How come the 1P and 3P sellers were both winning the Buy Box?

In our Price Intelligence system for marketplaces, we establish two distinct stores: one to monitor pricing data from first-party sellers (marketplace operators) and another for third-party seller pricing. Given these stores may update at different times, the Buy Box winner might change between updates. Our system is engineered to display the most recent data for each store at any given time. Therefore, both stores (1P and 3P) can be shown as Buy Box winners, reflecting the latest information from their respective last updates.
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Scenario 5: The Buy Box winner was out of stock and that doesn’t seem right.

Typically, listings without inventory do not qualify for the Buy Box according to standard marketplace rules. However, should our extractors detect a price and seller information from a Buy Box-like feature for an out-of-stock listing, we will share this data with you. This ensures you have complete visibility of the last seller who held the Buy Box for that product.
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Example:

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Can’t find what you’re looking for? For additional support, please contact your Wiser representative or our support team, which is just one email away, at support@wiser.com.
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