How Does it Work?
Get the Buy Box is a self-learning repricing strategy designed to help you win and hold the Buy Box more effectively over time. As it gathers more data from each listing and its competitive landscape, it improves its pricing decisions based on how that market behaves.
Because every listing behaves differently, Get the Buy Box adapts over time to make more informed pricing decisions. You can choose a Defend, Compete, or Dominate stance depending on how aggressively you want the strategy to pursue the Buy Box.
Choose Your Stance
The Get the Buy Box strategy editor now includes a Stance setting, which lets you choose how aggressively the strategy should pursue the Buy Box.
Defend
Defend adjusts prices slowly to target expected Buy Box prices without undercutting. It prioritizes margin protection over repricing speed and will not decrease prices further if the Buy Box is not won. This is the most conservative option and is best for sellers who want a more cautious, margin-focused approach.
Compete
Compete is the default and recommended setting. It behaves the same way Get the Buy Box has traditionally worked.
Compete targets a safe Buy Box position by balancing repricing speed with margin protection. It produces balanced margin and sales volume outcomes over time and will continue to decrease prices until your offer is in the Buy Box, even if not exclusive. This is the best option for sellers who want a balanced approach between competitiveness and margin protection.
Dominate
Dominate adjusts prices quickly to target the exclusive Buy Box. It can help win more sales, but margins may be reduced faster when competitors are active. It will continue to drop the price until an exclusive Buy Box is secured, even if your offer already has a shared Buy Box. This is the most aggressive option and is best for sellers who want to pursue Buy Box ownership as aggressively as possible.
How CPT affects Get the Buy Box
When Amazon provides a Competitive Price Threshold (CPT) for a listing, Get the Buy Box uses it in two ways:
On the Dominate stance, your price moves to the CPT when one is available and always stays at or below it, within your min and max prices. This is the fastest path to the Buy Box. On the Defend and Compete stances, your price steps down gradually instead, which protects your margin.
When raising your price while you hold the Buy Box, Informed will not raise it above the CPT. Pricing above the CPT can cost you Buy Box eligibility, which can suppress the Buy Box entirely.
If the current Buy Box offer is priced above the CPT, Informed disregards the CPT for that listing.
For more on CPT, see What is CPT (Competitive Price Threshold)?
Are You Buy Box Eligible?
You must be Buy Box eligible to use this strategy effectively. Sellers and listings that cannot win the Buy Box may have their prices lowered until they reach their minimum price. It is your responsibility to ensure this strategy is disabled for listings that are not Buy Box eligible.
To Check Buy Box Eligibility:
Go to the Listings Page in Informed Repricer.
Filter by Buy Box Status > Not Buy Box Eligible
Backordered items
When you fulfill your orders through Amazon, it’s possible that some of your items will be shipped from one fulfillment center to another due to high demand for the product within specific regions or their seasonality.
While your items are in transit, they will have a ‘back-ordered’ status on the marketplace. Amazon will not notify you when this occurs, nor can you prevent it without paying a fee.
Get the Buy Box will detect when an item is backordered. If this happens, the strategy will make an initial price change to bring your price in line with the current Buy Box competitor, but it will not continue lowering your price to chase the Buy Box while the item remains backordered. If the Buy Box is still not won once the item is no longer backordered, the strategy will resume lowering your price as needed.
NOTE:
Seller Fulfilled Prime listings will be treated the same as FBA.