Track and import Amazon buy box price for FBA

written by GORILLA ROI - updated February 7, 2021

Looking for a solution to track and import Amazon buy box FBA pricing, offers, and sellers?

Now you can import all sorts of Amazon buy box pricing data directly into Google Sheets with Gorilla ROI.

First, read the getting started guide to familiarize yourself with the setup and installation.

Once the addon is installed and you’ve entered your correct credentials then you can move on to preparing your spreadsheet.

The methods described in this article assumes you have:

  1. already installed the Gorilla Sheets addon
  2. connected to your Amazon seller account
  3. data has fully loaded (1-6hours depending on your size)

All done? Let’s get started.

Intro to Amazon’s Buy Box Price

What’s the Amazon FBA buy box and why is it important for FBA sellers? It’s important as a seller to know who’s product is being presented to the buyer. If you resell branded products, multiple people could be offering the same product.

The buy box is also called Featured Offer which you can read more here.

win the buy box

The box with the price and “buy now” button for this toddler itch relief product looks so unassuming, but more than 82% of sales go through the Amazon buy box.

When a buyer clicks the “buy now” button, it is sold by one of the many sellers. This is where the term “win the buy box” comes from.

You win the buy box based on price and performance-based metrics. But you and your product need to be eligible FIRST.

To see other sellers and who is competing with the buy box, you’ll see this small text at the bottom of the buy box area.

1 new link

When you click on “1 new” link under the “Compare with similar items” link you’ll see the “offers for this product”.

The other listing on this page did not win the buy box most likely because the offer is $4 more expensive.

other offers

Note that the link under “compare with similar items” is not always “1 new” as it could be “2 new” or “3 new” depending on the number of competitors for that product.

4 new items

How to Win the Buy Box

amazon buy box

If you are a reseller, it’s hard to consistently be the winner of the buy box as you are competing for the same space.

It’s not uncommon to get the buy box at the start of they day then lose it at the end of the day.

You won’t get featured 100% of the time in a day because the Amazon algorithm dictates who wins.  We don’t suggest that sellers should focus  on winning the buy box. Keep focus on customer needs instead.

You’ll win if you keep your focus on what you can control – pricing, product/service quality, inventory, and customer satisfaction.

Amazon’s customer focus mantra means if you want to have the featured product placement then you need to pass or exceed these metrics.

  1. Price your items competitively
  2. Offer faster shipping and free shipping
  3. Provide great customer service
  4. Keep stock available

Keep in mind that if you have higher performance metrics you can win the buy box even if your price is higher. It’s Amazon rewarding sellers that sell the best product and customer service or the highest value for the price.

Although you’re competing with other third-party sellers and Amazon itself for some products, the algorithm is fair in my experience.

Now that you know what the buy box is, let’s move on to importing your buy box and other FBA pricing data into Google Sheets.

Import buy box pricing, offers and seller data to Google Sheets

Gorilla ROI can be used to auto import Amazon Seller data. There’s so much data you can get through us without knowing how to code.

I’ll be focusing on showing you how to get your product prices in this article.

For products that you have in your account (not other seller products), you can get data points such as:

Some might sound redundant, but they all differ in terms of what you see in the results. I’ll show you in the examples and screenshots below.

The Gorilla Sheets functions used to load this type of pricing and buy box data into Google Sheets are:

  1. Gorilla_MyPrice()
  2. Gorilla_LowestPrice()
  3. Gorilla_LowestOffer()
  4. Gorilla_BuyBoxPrice()
  5. Gorilla_BuyBoxOffers()

This is a quick example of what you can do using our own seller account as an example.


amazon buy box price fba seller tracking

Using the formulas above will load buy box and other price data like this directly into Google Sheets for any or all of your ASINs.

Import your FBA selling price


Using MyPrice() will import your selling price for the product. If you have a sales price, it will load the actual price being displayed on the buy box.

get the lowest seller price with this function

The following formula should be used this way.

=GORILLA_MYPRICE(sku, [marketplace], [condition], [subcondition], [priceType])

The formula requires a SKU or ASIN. In its most basic form, you can do something like:


This will load your selling price for the ASIN B0172ABCJHD.

To use more of the variables and have more control over the type of price you want to load, you can use a formula like this to pull the price info.


myprice amazon buy box listing price

In this example the variables I’ve used pull up data based on:

  1. My “listingprice” for all ASINs in A4:A100 – required
  2. US market – optional
  3. New condition – optional
  4. New subcondition – optional
  5. Listing price is the actual price the product is being sold for – optional

Optional variables in the formula are used as filters. This allows you to get very granular.

For example, if you sell used condition products, you can change the new condition to “used” to pull the buybox pricing for used condition only.

Here’s the complete list for quick reference.

Condition – New, Used, Collectible, Refurbished, Club

SubCondition – Mint, Very Good, Good, Acceptable, Poor, Club, OEM, Warranty, Refurbished Warranty, Refurbished, Open Box, Other

priceType – LandedPrice, ListingPrice, ShippingPrice, RegularPrice

If you want to get the listing price of a certain ASIN/SKU that is in used but mint condition, then you have to type this:

=GORILLA_MYPRICE("ASN123123", "us", "used", "mint", "listingprice")

Because there are a lot of options at your fingertips, it’s important that the correct variables are selected.

Some things to watch for:

  1. Enter the variables that match your product
  2. Enter the correct marketplace

Do NOT do this when using the formulas


Do not use a single cell reference and copy the formula down 1,000 times.

Use closed ranges like A2:A1000. This allows you to get 1000 data points with 1 call. Not 1000 individual data calls.

If you use formulas like the ones above by referencing one cell at a time, Google will block your sheets for 24 hours as you will go over their data request limit.

Load lowest price in the Amazon buy box


Lowest price does not mean it is winning the buy box. The price could be the lowest, but it could be an FBM product with high shipping.

=GORILLA_LOWESTPRICE(sku, [marketplace], [condition], [returnStyle], [priceType])

The required variable is the SKU. All other variables are optional.

amazon lowest price

Here’s a simple example.


lowest offer bulk pricing

This example shows the lowest price for all the ASINs listed from A4:A100 in the US marketplace.

If I wanted to pull the lowest price for Canada or UK, I would change the marketplace from US to CA or UK.

To get more details of the lowest price being offered, enter a formula like the following:

Amazon FBA lowest price details
Amazon FBA lowest price details | Click to Enlarge

If you use the “fullwithheader” variable, it will load the data in a table format.

In this example, we are the manufacturer and so there are no other sellers or offers.

By default, if you use the formula with only the ASIN as the input, you will get the price. By entering additional variables, you can fine-tune your spreadsheets to display additional buy box data.

Get the lowest offered product


This is different to the function you just saw with lowestPRICE().

This is to list up the lowestOFFER and information about the sellers who are offering the same product.

get lowest offer listing for product

This function will load all the offers for the listing from any seller on a listing that you sell on.

It’s useful if you resell a branded product and want to pull all the offers being offered.

lowest offer buy box
Lowest offers | Click to enlarge

The information you get are:

  • Item Condition
  • Item Subcondition
  • Fulfillment Channel
  • Ships Domestically
  • Shipping Time
  • Seller Positive Feedback
  • Seller Feedback Count
  • Listing Price
  • Shipping Price
  • Landed Price
  • Multiple offers at lowest price

If you enter a single SKU/ASIN while using LowestOffer, you can use the variable “fullwithheader” to display it as a table format if there are multiple sellers.

If you enter a bulk SKU/ASIN list, then it will only list the lowest offered price.


Note: The lowest offer does not always win the buy box.

lowest offer bulk pricings

Here’s another example to try:

  1. Lowest offered listing price in the US market
  2. For new items
  3. For the price type “listing price”

display lowest offer automatically

Pull Amazon buy box offers


This is an awesome function to get a list of all the sellers and offerings on the listing and competing for the buy box.

There are similarities with LOWESTOFFER(), but you’ll see in the examples below, that the data it returns is different.

amazon buy box offers

Note: This function does not pull information for SKU’s that you do not sell. It only works for SKUs and ASINs in your inventory.

Note: You can’t use ranges with this function.


In this example of BuyBoxOffers(), the variables I am using means:

  1. I want to look up the details for ASIN B3729923
  2. US marketplace
  3. “True” means I want to display full data with automatic table and headers

buybox offers full with header

The screenshot cuts off at column E but since I used “true” then the sheet will display full data with automatic headers.

Here’s a full size image. Click to enlarge.

buyboxoffer data points fba

This function returns the following data points:

  1. Is My Offer
  2. Item Condition
  3. Item Subcondition
  4. Is Amz. Fulfilled
  5. Is Buy Box Winner
  6. Is Featured Merchant
  7. Seller Positive Feedback
  8. Seller Feedback Count
  9. Shipping Avail. Date
  10. Listing Price
  11. Shipping Price
  12. Landed Price
  13. Ships From

Get the winning buy box price

This is the data point a lot of sellers using Gorilla ROI want to know. What the wining buy box price is.


Using this function can help you keep track of the price action on a listing, whether anyone is fiddling with your price, whether it’s a race to the bottom.

Get amazon buy box price

The function BuyBoxPrice will help you get the current buy box price by typing this single line.

=GORILLA_BUYBOXPRICE(sku, [marketplace], [condition], [returnStyle], [priceType])

This time you can use bulk ASIN or SKU as in an array or range.

The formula above shows that

  1. I want to list the landed price for the SKUs in A3 to A8
  2. In the US market
  3. For new condition products
  4. Listing price only

buybox price show price only

Optional parameters include “new” and “used”.

You can display the data without a table header using “full” or type in  “fullwithheader” and it will provide a header row.

buy box price table data
buy box price table data | click to enlarge

The data points returned when using BUYBOXPRICE() are:

  • Item Condition
  • Fulfillment Channel
  • Offers Count
  • Man. Sug.
  • Price Sug.
  • Lowest Price
  • Listing Price
  • Shipping Price
  • Landed Price

Summing Up

If you need to pull any data and FBA information related to Amazon buy box prices, listings, sellers and offers, Gorilla ROI does it automatically for you straight into Google Sheets.

No coding knowledge required. Just install the Gorilla Sheets Addon and data will start to be downloaded.

This is just one small aspect of how Gorilla ROI can automate and optimize your business operations so that you can focus on running your business, instead of being run by your business.

There are so many other important and valuable things to do for business owners. Wasting time trying to copy, paste and track pricing data is not an area a growing company should be spending time on.


What is Gorilla ROI?

Gorilla ROI automatically pulls Amazon data into Google sheets for you to make sense of the data without the inconvenience of manually downloading, sorting and updating spreadsheets.

Learn how you can centralize your data and use it to increase your ROI.

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