Fix “Not eligible for Buy Box” on Amazon
Item listed but not winning Buy Box. Listing appears in search but customers default to a competitor's offer. Driver of significant revenue loss because Buy Box wins most clicks.
What you see in Amazon:
Not eligible for Buy Box Listed but not winning Buy Box. Customers default to competitor's offer.
New sellers face 90-day Buy Box restrictions. Performance metrics below thresholds block eligibility. FBA generally wins over FBM at similar pricing.
Top causes
- 1
Account not yet eligible for Buy Box (new sellers face restrictions)
- 2
Price not competitive with other sellers on the same ASIN
- 3
FBM fulfillment competing against FBA on the same listing
- 4
Seller performance metrics below thresholds
How to fix it
- 1
Check seller performance metrics
Seller Central → Account Health. Low ratings or high cancellation rates block Buy Box eligibility.
- 2
Match or beat competing offers on price
Or use automated repricers to compete dynamically.
- 3
Switch to FBA for Prime eligibility
FBA generally wins Buy Box over FBM when pricing is similar.
FAQ
How long until new sellers qualify?
Typically 90 days of clean account history. Some categories require longer; Brand Registry can accelerate.
Last reviewed: 26 May 2026
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