Buy Box % (BB Ownership)
Essential Amazon seller metric for growth
Buy Box Percentage is the share of total page views during which your offer held the Featured Offer position on a product detail page. It is calculated as Buy Box Page Views divided by Total Page Views, multiplied by 100. Sessions only convert when a buyer can click 'Add to Cart' — which requires winning the Buy Box.
Data Source
Business Reports / Pricing Dashboard
Update Frequency
Daily
Measurement Units
Percent
Available at: Account, ASIN, SKU
Buy Box % = (Buy Box Page Views / Total Page Views) × 100Your SKU received 10,000 page views last week. Your offer was the Featured Offer for 8,500 of them. Buy Box % = 8,500 / 10,000 × 100 = 85%. The other 15% of views went to competing third-party offers, suppressing 15% of your potential orders even with identical traffic.
| Tier | Range / Signal |
|---|---|
| Good | Over 95% — sole offer or dominant seller with strong account health |
| Average | 70-95% — competing with other FBA sellers; usually price-sensitive |
| Watch out | Under 50% — losing significant revenue; check pricing, stock, and account metrics |
Buy Box % (BB Ownership) is measured in Percent and reported through Business Reports / Pricing Dashboard. Data is typically updated daily.
Note:
Key driver for sessions->orders; impacted by price, Prime, inventory. Buy Box loss and listing problems often share a cause, so Nova reports Buy Box state with listing health.
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Compare Buy Box % (BB Ownership) with
Related KPIs
Ordered units divided by sessions.
Adds to cart divided by page views.
Detail page views / impressions from ads.
Share of orders from customers who haven't purchased from your brand in past 12 months.
Orders from repeat customers / total orders.
Percentage of items added to cart but not purchased.
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