Abstract: A button guide turning assembly for automatic button delivery system for delivering buttons from a button supply serially in a given orientation to button affixing apparatus includes a pair of elongate, spaced apart parallel button guides together defining a channel through which the buttons pass in the automatic button feeding system. One of the button guides exerts greater friction on the buttons than the other of the guides, thereby to cause the buttons to rotate. In order to facilitate appropriate spacing of the button guides for buttons of different diameter, a pair of elongate, spaced apart, parallel calibration elements together define at least one button-receiving area. Each calibration element is secured to respective one of the guides for movement as a unit therewith and is configured and dimensioned such that, when the two calibration elements abut a button in the button-receiving area, the guides are appropriately positioned to pass buttons of like diameter through the channel.