Short answer. Since 25 September 2026 bol can show a second prominent position next to the regular buy box: the promotional buy box. It is meant for an "X+Y free" promotion. You qualify with a new, immediately orderable item and a quality score of at least 65. With several candidates bol picks on the promotional price including shipping and VAT, and then on delivery time.

What changed

Since 25 September 2026 the terms of use for business sellers contain a new definition: the promotional buy box is a second prominent sales position next to the buy box, with which bol highlights a promotional offer. Until now a product page had one buy box. Now a regular offer and a promotional offer for the same item can sit side by side, possibly from two different sellers.

The conditions

bol shows the promotional buy box only when an item has both a regular and a promotional offer, and the seller meets all of the points below:

  1. The promotion is of the type "X+Y free", as described on bol's seller website.
  2. The promotion follows bol's guidelines.
  3. The item is orderable and available.
  4. The item is new; used items are excluded.
  5. The seller has a quality score of at least 65.

If several sellers run a promotion on the same item, bol recommends one based on, in this order: the promotional price including shipping and VAT, and the delivery time.

What the announcement does not say

The announcement names no commission or costs for the promotional buy box and says nothing about a fee for the placement. How the commission is calculated on a "2+1 free" sale (on the paid items, or on the total value) is something to check in your seller account or with bol before switching a promotion on. Do not rely on assumptions from blogs.

When it makes sense

An X+Y promotion lowers the price per unit. With "2+1 free" the customer pays for two and gets three; per unit that is a 33% discount. That is only sensible if:

  • your margin per unit carries that discount, including commission and shipping of three units;
  • the item lends itself to multiple units: consumables, sets, gifts;
  • your stock can handle the extra demand; a promotion that sells out costs you cancellations and with them quality score.

Calculate it per unit. An example with assumed figures: selling price €14.95, margin after VAT, commission and shipping €3.20 per unit. With 2+1 you deliver three units for €29.90: the margin of three units minus the price of one. Shipping per order instead of per unit makes the difference; that is why this works better for items that go together in one parcel.

Risk: cannibalising your own regular offer

The promotional buy box sits next to the regular one. If you have both, part of the customers who would buy one unit shift to the promotion. That is fine if your total margin per customer rises; it is a loss if customers who already bought two units now get a third for free. Check in your order data how many orders already contain multiple units before you start.

Other changes as of 25 September 2026

  • Handed over on time (Shipping via bol): 95% of shipments must be at the carrier on time, for drop-off and pick-up alike. This falls under the "Items on time" standard.
  • Safe loading and unloading: for pick-ups the location must be safe and accessible; carriers may stop work if it is not, and the cost of a failed pick-up is for the seller.
  • Logistics via bol, shelf life: items with limited shelf life are no longer suitable once the remaining shelf life drops below bol's "Block Days"; bol may then remove and destroy them unless you request a full stock return in time.
  • Letterbox parcels: go through PostNL's letterbox parcel+ network since 13 July 2026 and may not go into the orange letterbox.

Checklist before you switch on a promotion

  • Quality score 65 or higher, with a margin; a dip during the promotion takes you out.
  • Margin per unit calculated for the X+Y combination, including commission and shipping.
  • Stock for at least the expected extra demand, plus a safety margin.
  • Promotional price including shipping compared with competitors who can run the same promotion.
  • An agreement with yourself on when to stop: a date, a quantity, or a margin floor.