WARC DC Series on Metrics & Measurement: Understanding BBO (Buy Box Ownership)

Jo Bowman and Gregory Grudzinski

Buy Box Ownership (BBO) is a term used to refer to the brand that makes a sale when a shopper clicks the ‘Buy Now’ option on Amazon and doesn’t specify a seller.

What’s BBO?

Buy Box Ownership (BBO) refers to the brand that makes the sale if an Amazon shopper clicks on the ‘Buy Now’ button on their app or browser without specifying a specific seller.

There are often many sellers with the same item available on Amazon, but for shoppers who don’t browse through all the available options, the buy button or buy box is where the deal is done. Having your brand featured in the buy box is therefore highly valuable.

BBO is usually measured as a percentage of time that a brand is featured in (or ‘owns’) the buy...

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