Winning the Amazon Buy Box – The Effective Way to Get Your Product Seen
Winning the coveted Amazon Buy Box is one of the most effective ways of getting your products seen on Amazon.
Obtaining the Buy Box increases your chances of selling a product.
What is it? It’s the area to the right of the product page that contains the ‘Add to Cart’ call to action. There are some tried-and-true tactics you can take to help you own this prized piece of Amazon real estate.
‘Why is it important?’ There can often be several sellers competing to make a sale. Neil Asher explains why the Buy Box is important and how to win it.
See the two videos on this page.
Start your own Amazon FBA Australia Business
by joining Aussie Online Entrepreneurs
Professional Seller Account:
In order to win the Buy Box, a seller must be Buy Box-eligible for the product. This status is awarded to experienced Professional Seller account holders who have spent time selling on the Amazon platform. They must also possess high levels of performance.
Only sellers paying Amazon the monthly fee for a Professional Seller account will be considered for the Buy Box. Individual Seller accounts cannot compete for the Buy Box.
Before Awarding the Amazon Buy Box:
Amazon needs to be sure that you have the inventory available to handle customer demand. Amazon also wants to ensure that you can quickly fulfill these products to keep customers happy.
Having zero stock in an item is an almost definite disqualifier for the Buy Box.
Simply put, the Amazon Buy Box is an algorithm that gives the customer the best possible value for money. It does this by determining which product offered promises the best balance of high seller performance and low cost price.
Determining what product will win the Amazon Buy Box:
When determining which product offering will win the Buy Box, the algorithm first determines which of the competing offerings meet all the necessary minimum requirements.
It then breaks down each eligible offering into many different variables. Then it evaluates each one relative to the other sellers offering the same product.
Instead of saying that a seller wins or loses the Buy Box, the correct description is that a particular seller has a lesser or greater share of the Buy Box.
Popularity of the Buy Box on Amazon:
Part of the popularity of the Buy Box is how easy it is for buyers. A shopper simply clicks then knows that they’ll receive that product quickly, in good condition and for a reasonable price.
Amazon wants to make sure that a retailer that wins the Buy Box is capable of delivering consistently across all orders.
Please note: Sellers may see that they are eligible to win the Buy Box for some products, but not for others.
If a seller believes to have met all the required criteria, and has not been awarded Buy Box-eligible status, the seller can contact Amazon seller support directly to request to be considered for this status.
Amazon Buy Box FBA:
by joining Aussie Online Entrepreneurs
FBA (Fulfillment by Amazon) has always been the quickest and easiest way to drastically improve one’s chances of winning the buy box.
Amazon prefers to give the Buy Box to sellers who have enough inventory to deal with the increased demand that the Buy Box may create. For that reason, sellers with a larger current inventory, consistent sales, and a strong stock history may be granted a greater Buy Box share.
With FBA your products may be more likely to win the all important Amazon “Buy Box”, will be shipped faster giving consumers more choice and control over delivery
and once your products are in the Amazon warehouse the entire sales process bar setting the price is handled by Amazon.
Although complex, once mastered, the Buy Box has the capacity to completely transform online retailers’ business success.
The ball is in the seller’s court !
It is the seller’s responsibility to keep a firm grip on the metrics that impact the Buy Box. Make monitoring those metrics a part of your daily routine.
The lowest price will not guarantee you the Buy Box. Especially if your overall performance metrics are poor, but it will improve your chances.
To that end, it’s important to research the competition before—and during—your listing and price your goods accordingly
On Amazon, seller reputation and sales performance go hand in hand. Sellers should achieve the highest possible feedback rating and try to minimize negative feedback.
That means asking for feedback on dispatched orders and reviewing all negative and neutral feedback.
Politely worded and well-timed requests will improve the quality and quantity of your feedback. Positive Feedback can increase your chance of winning the Buy Box.
Feedback Count, the total number of reviews is an important measure of your experience in Amazon’s eyes.
Amazon’s Service Level Agreement (SLA) requires sellers to respond to customer queries within 24 hours.
Orders with messages responded to within that time frame receive 50 percent less negative feedback than those responded to after that.
Aim to respond to 90 percent of messages to remain in Amazon’s good graces. Focus on those that are approaching the 24-hour SLA cut-off.
Make sure that the really difficult queries aren’t ignored. Timely responses reduce negative feedback and keep you on the right side of 24-hour response guidelines.
by joining Aussie Online Entrepreneurs
Links on this How to sell on Amazon Buy Box page are sponsored affiliate links and the owner makes commission if you buy after clicking these links. The owner is not a bona-fide user of this product. However, he has thoroughly researched it and provided a personal opinion only. This disclosure is in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”
Tagged with: Amazon Buy Box New Seller • Amazon Buy Box Requirements • Buy Box On Amazon • How Amazon Buy Box Works
Filed under: Amazon FBA business
