RepriceLab's AI understands the Amazon Buy Box algorithm. It finds the optimal price to win — and hold — the Buy Box at the highest possible margin.
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The Amazon Buy Box is the "Add to Cart" button that appears on a product listing page. When multiple sellers offer the same product, Amazon's algorithm selects one seller to feature in the Buy Box.
The numbers are stark: studies consistently show that 82-90% of Amazon sales go through the Buy Box. If you are not winning the Buy Box, you are competing for a fraction of available sales — even if your product is identical and your price is competitive.
This is why Buy Box ownership is the single most important metric for most Amazon sellers. And this is why repricing software that understands the Buy Box algorithm is essential for serious sellers.
Amazon uses six key factors to determine Buy Box winners. RepriceLab optimizes the factors you can control.
| Factor | Weight | How RepriceLab Helps |
|---|---|---|
| Price (Landed Price) | High | Total cost to the buyer: item price + shipping. The most controllable factor. |
| Fulfillment Method | High | FBA gives a strong advantage. SFP (Seller Fulfilled Prime) is next best for FBM. |
| Seller Feedback Rating | Medium | Higher feedback scores boost Buy Box eligibility. Consistent service matters. |
| Shipping Speed | Medium | Faster shipping wins. FBA typically beats standard FBM shipping times. |
| Order Defect Rate | High | Keep this below 1%. Cancellations, late shipments, and A-to-z claims hurt eligibility. |
| Inventory Availability | Medium | Out-of-stock items cannot win the Buy Box. RepriceLab factors in your stock levels. |
Most basic repricers simply match or undercut the lowest price. RepriceLab takes a smarter approach.
Our algorithm calculates your Buy Box Win Chance — a score based on your fulfillment method, seller metrics, and price relative to competitors. It then finds the highest price at which your Buy Box Win Chance is above your target threshold.
The result: you win more Buy Box at higher prices, protecting your margin while increasing your sales volume.
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AI-powered Buy Box optimization for FBA and FBM sellers. From $99/month.
Start Free TrialThe Amazon Buy Box is the "Add to Cart" button featured on a product listing page. When multiple sellers offer the same product, Amazon selects one to display in the Buy Box. Approximately 82-90% of Amazon sales go through the Buy Box.
Amazon uses a proprietary algorithm that weighs price (landed price), fulfillment method (FBA vs FBM), Prime eligibility, shipping speed, seller rating, feedback score, order defect rate, and inventory availability. RepriceLab optimizes your price while factoring in all these variables.
No. Price is important but it's not the only factor. FBA sellers often win the Buy Box at a higher price than FBM competitors because of Prime eligibility and faster shipping. RepriceLab finds the highest price at which you can win the Buy Box — not just the cheapest.
Most sellers see Buy Box win rate improvements within the first 24-48 hours of using RepriceLab. Real-time repricing means you are always competitive, not just when you remember to check.
Yes. RepriceLab sets minimum price floors based on your COGS, FBA/FBM fees, and target margin. It will never reprice below your profitability floor — ensuring every Buy Box win is a profitable one.