Buy Box (Featured Offer)

The prominent Add to Cart offer on an Amazon product page, awarded to one seller based on price, fulfillment, stock, and performance.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

The Buy Box, now called the Featured Offer, is the prominent Add to Cart and Buy Now offer on an Amazon product page. When several sellers list the same product, Amazon awards it to one based on price, fulfillment, stock availability, and seller performance. Most Amazon sales go through it, making it highly competitive.