We have the same metrics and similar account stats because we both just started.
We’re currently FBM, but he has a much higher Buy Box percentage and consistently wins the Buy Box, whereas when I list a product mine is 0% or, if I’m lucky, 1%.
Buy Box percentage is calculated based on the percentage of page views where your offer was the Featured Offer, not simply on how many sales you make, so two sellers can have very different percentages depending on the listings they sell, the amount of competition, and customer traffic.
A lower Buy Box percentage does not automatically mean there is something wrong with your account. Amazon considers many factors, including price, fulfillment method (FBA vs. FBM), delivery speed, seller performance, inventory levels, account history, and other internal trust signals when deciding who gets the Buy Box. Even in highly competitive categories, a Buy Box percentage of 60–70% can be perfectly normal if several strong sellers are competing on the same ASINs.
If your percentage is significantly lower than your friend’s, compare factors such as whether they sell different ASINs, have less competition, use FBA for more products, maintain more consistent stock levels, or have more competitive pricing. The best way to improve Buy Box percentage is usually to focus on competitive landed pricing, excellent seller metrics, reliable fulfillment, and keeping products in stock rather than comparing your percentage directly with someone else’s, as the metric is highly dependent on the specific listings you sell.