Amazon Buy Box Price Calculator
Match the price, or find your floor.
Amazon revises fee schedules at least annually and adds new surcharges more often. These defaults are a starting point — the figures in your own fee preview are the ones that describe your ASINs.
Price to match
$27.47
44.3% margin at that price
You can match and stay above your 12% floor, with $10.08 of room to spare. Price is only one Buy Box input though — fulfilment method, seller metrics and stock availability all weigh in, and undercutting a Prime seller by two cents from FBM rarely wins it.
How the Amazon Buy Box Price Calculator works
Matching a competitor's landed price is arithmetic. Whether you should is not — if their cost base is lower than yours, competing on price is a race you finish second in. The number that matters is your floor, and knowing it stops you chasing a Buy Box you cannot afford.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
How is the Buy Box awarded?
By an algorithm weighing landed price, fulfilment method, seller metrics, shipping speed and stock availability. Price is the largest input but not the only one — an FBA seller frequently holds it against a cheaper FBM offer.
What is a floor price?
The lowest price that still meets your minimum acceptable margin, calculated as costs divided by one minus your margin target. Below it, winning the Buy Box costs you money.
Should I match a lower-cost competitor?
Rarely. If they source cheaper, matching just transfers your margin to the customer and they can always go lower. Differentiating the listing, bundling, or leaving the ASIN are better answers.
Does the Buy Box rotate?
Yes, when several offers are close on the algorithm's inputs it can be shared over time. That means a small price gap does not necessarily mean zero sales.