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

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,...

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