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Last updated on June 23rd, 2023
Written by Ken Zhou
Curious about how to win a Buy Box on Amazon? Amazon has become a household name in online retail in the past few decades. With the potential to reach a staggering $8.1 trillion by 2026, it’s no surprise that retail business owners are racking their brains, looking for a way to start selling on Amazon.
Given the fierce marketplace competition, Amazon sellers can prove their value to their customers by maintaining a healthy seller account, optimizing product pages, nailing SEO, and more. But one of the most highly sought-after strategies is securing the Buy Box spot.
Buy Box is a reputable placement on the Amazon product detail page that significantly impacts your sales. Sellers desire to win this as online shoppers can make instant purchases with just one click.
We’ll share everything you need about this feature, including how to quickly increase your chances of grabbing this special spot.
When buyers visit an Amazon product listing, they are greeted with a comprehensive page filled with valuable information.
This widget allows shoppers to quickly purchase products using the “Add to Cart” button. It will enable them to look at the product, decide, and purchase in two or three clicks. Buy Box is not tied directly to the listing itself. It functions as a distinct feature that highlights a particular seller’s offer.
In the context of Amazon selling, Buy Box is not only a simple section of the product detail page; it’s a competitive arena that requires sellers to strive continuously for excellence.
They must comply with Amazon’s stringent criteria and meet specific performance standards to improve their chances of winning the Buy Box. To give you a starting point, here are some aspects of the Buy Box that you may still be unfamiliar with:
| 🔄 | Rotating Buy Box Ownership The ownership of the Buy Box is not static. It can change frequently based on the Amazon Buy Box algorithm and the performance of competing sellers. It only means one thing: even if a seller wins the Buy Box at a certain point, they must maintain high standards to retain it. |
| 📈 | Performance-Based Criteria Winning the Buy Box is not solely based on offering the lowest landed price. It is important, but Amazon also considers factors such as seller metrics (e.g., order defect rate, on-time delivery, customer response time, fulfillment method, and product availability.) |
| 🤝 | Shared Buy Box Many sellers may sometimes share the Buy Box for the same product. This typically occurs when they have similar offers and meet the required criteria. Given this, the Buy Box rotates between these sellers, allowing each to be featured. |
| ％ | Buy Box Percentage It refers to the share of time your offer is displayed in the Buy Box compared to other sellers competing for the same product. It indicates how often your offer is featured as the default choice for shoppers. A higher Buy Box percentage means you can generate sales more efficiently. |
As an Amazon seller, you must prioritize these areas to maximize your potential to become a Buy Box winner.
Winning the Buy Box on Amazon comes with several significant benefits for sellers. Here’s an overview of what happens when you win the Buy Box:
Unfortunately, not all sellers are qualified to become a Buy Box winner. But don’t despair! There are steps you can take to improve the odds. Here's what you can do:
Create an Amazon Seller Central account and opt for a Professional selling plan. It will cost you $39.99 a month, which is not a problem if you intend to use Amazon as one of your major selling platforms. This is essential to qualify for a share of the Buy Box.
Sellers that choose Fulfillment by Amazon for their products are instantly eligible for the Buy Box. FBA sellers have been found to win a share of the desired spot at a much higher rate.
But don’t fret; you can still win the Buy Box, particularly if you participate in the Seller Fulfilled Prime (SFP) program. It allows qualified sellers to fulfill Prime orders directly from their warehouses or fulfillment centers while maintaining the Prime badge on their listings.
A high sales volume on Amazon indicates your ability to manage inventory and fulfill customer orders effectively. It demonstrates to buyers that you can meet their demands and satisfy their purchase needs. It also builds customer trust, suggesting that numerous buyers have already trusted your products and services.
| 💡 However, sales volume will be only helpful if you manage your seller account health. Let’s talk more about that below. |
Selling many products is useless if your account isn't healthy. You must consider three key factors that can significantly impact your Buy Box eligible status. These are:
Amazon is pretty quiet about how sellers can win a share of the Buy Box. Luckily, any Amazon marketing agency can spill the secrets—and it involves several factors.
Win the Buy Box consistently with these tips:
It’s rare for a seller who sells “used” products to win the Buy Box. It would help if you focused on selling new products for a better chance.
Non-Prime sellers can win the Buy Box, but Amazon prioritizes sellers who can cater to their vast Prime member base. This preference is unsurprising, considering Amazon’s commitment to building a customer-centric environment.
Competitive pricing means analyzing the market and adjusting your prices accordingly. While a lower price can translate to happier customers, engaging in price wars may not be sustainable or profitable in the long run.
Customer values reliable and fast shipping time. Aim to offer expedited shipping options and exceed their expected delivery times. Luckily, you can now rely on the Amazon FBA program.
Amazon must ensure you have the inventory to satisfy its customers' demands. If you're low on stock, it can negatively affect your chance of securing the spot.
Good customer feedback usually decides the winner, especially when everyone’s on the same level. You must answer queries within 24 hours, maintain product quality, deliver on time, and promptly address complaints. Keep Amazon’s customers happy, and you’re well on owning the Buy Box.
Winning the Buy Box is a sure sign of success on Amazon. Follow these simple tips, and you'll have a higher chance of getting more sales through an effective Buy Box strategy. If you need some advice from Amazon consulting experts about your sales strategy, Seller Interactive can help! Contact us to get started.
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