A button orienting and placing apparatus comprises a guide table defining a substantially horizontal first guide channel, and a chute defining a slanting second guide channel communicating at its lower end with one end portion of the first guide channel remotely from a die. Each of the first and second guide channels is composed of a button-head guide passageway for receiving a head of the button, and a claw guide passageway for receiving a pair of claws of the button. The claw guide passageway of the first guide channel has a arcuate lower end portion curved toward the die.