Everyone selling on Amazon wants to win the buy box as often as possible. Unfortunately, Amazon itself is often your stiffest competition for this coveted position. While there's no fool-proof way to take the buy box from Amazon, there are several suggestions you can follow to maximize your chances.
1. Use FBA
If you use Fulfillment by Amazon (FBA) you automatically have an advantage when it comes to winning the buy box. In order to stay competitive, your price including shipping has to be the same or lower than Amazon's. (Also, it probably goes without saying that Amazon wants sellers to use FBA and provides advantages to those who do.)
2. Price Your Listings Carefully
So, how much must you undercut Amazon to win the buy box? Different sellers have had different experiences, but in general people agree that an FBA seller in “good standing” should price their items 1 to 2 percent lower than Amazon to have a chance at taking the buy box. Poor standing or not using FBA may mean a larger price drop is necessary. It's a wise idea to use trial and error to see what works for you.
3. Maintain Stellar Seller Performance
Price is not the sole factor in taking the buy box from Amazon. Even if you have a super low price, poor seller ratings will undoubtedly keep you from the coveted buy box space. While reaching a picture-perfect rating on all measurable feedback is difficult, sellers can do a lot to ensure they are in good standing. Keeping order defect rates below 1% and seller ratings over 95%, can greatly help your chances of not only attaining the buy box, but taking it away from Amazon.
Remember...Know When To Fold
You must assess in each case whether it is worthwhile for you to sacrifice your profit margin in search of the buy box. Amazon often lowers their prices so much that matching or beating it isn't feasible for sellers. Most sellers report that they reach their low end limit in terms of price before Amazon does. Remember to use trial and error to see what works for you.