Amazon’s preoccupation with its customers is one of the main reasons behind its phenomenal success. In whatever it does, Amazon prioritizes its customers. Because of its customer-centric strategy, Amazon has gained a lot of confidence.
Compared to other e-commerce sites, Amazon is preferred by 89% of customers for their shopping needs.
Loved by Amazon, the service’s customers have faith in it. In order to ensure that these clients may keep buying from reputable merchants at the greatest pricing, it has developed a number of procedures. The Buy Box is one such mechanism.
Comprehending Amazon Buy Box
Millions of things are sold on Amazon by thousands of sellers. Therefore, it’s likely that the identical product will be sold by several sellers. When this occurs, every product on Amazon has the identical product listing. In essence, it unifies all of the merchants on a single listing who have the same goods.
Who gets to keep the money after the sale? The buy box is used in this situation.
The small white box on the right side of the product listing is the Buy Box. The traditional orange “Add to Cart” and “Buy Now” buttons are there. The product is taken out of the seller’s inventory that is now in the Buy Box when the customer hits one of these buttons. The cash register belonging to the Buy Box winner is the one that chimes.
In other words, the sale goes to the sellers who obtain the Buy Box.
Amazon may also switch up the Buy Box for well-liked products that have a large number of eligible sellers so that anyone can convert the traffic and make a sale. Because of this, there’s always a competitive competition among sellers to see who can outdo the other and take possession of the coveted Buy Box.
The retail behemoth generally goes above and above to guarantee that its clients receive the finest deal possible on the platform. Buy Box also functions in a similar manner. A priceless piece of real estate on Amazon is Buy Box. As a result, only vendors who meet a set of requirements are able to compete for it (we shall discuss this in more detail shortly).
Amazon considers a number of variables, such as price, inventory, delivery, and seller ratings, when deciding which seller’s offer will show up in the Buy Box. The Buy Box belongs to the seller who performs better than the others in these areas. When several vendors are deserving of a spot in the Buy Box, Amazon switches it around so that each seller has an equal opportunity to close a deal.
Winning The Buy Box
You desire strong sales for your Amazon firm. Furthermore, you have to make sure your product appears in the Buy Box if you are a reseller selling items that a lot of other people also sell on Amazon. Because there is little chance that you will drive meaningful sales if it doesn’t.
You are already aware of Amazon’s high barrier to entry in the competition for the Buy Box. We’ve included a few important things you should think about below if you want to win the Buy Box.
The only way to get the Buy Box is to sell new products. This guarantees that customers who click the Buy Box button when shopping will only receive brand-new, unused items and will be happy with their purchase.
Fulfillment Methods
It is really unpleasant to search for a thing, fall in love with it, and then decide to buy it just to discover that it is sold out. Furthermore, Amazon does not wish to take any actions that may irritate customers or undermine its priceless reputation for customer pleasure.
Consequently, when allocating the Buy Box, it gives sellers that use Fulfillment by Amazon priority. In order to prevent customers from becoming dissatisfied with the brand itself, this helps Amazon maintain greater control over the inventory by ensuring that only vendors who have the goods in stock get to appear in the Buy Box.
Additionally, sellers using Seller-fulfillment Prime or SFP have a higher chance of winning the Buy Box. A lot of suppliers have highly developed fulfillment processes of their own. Therefore, if they have flawless performance metrics, non-FBA sellers can still appear in the coveted white box and are not disqualified from the Buy Box race.
Product Price
The cost of the item plus shipment is the “landed price.” The idea that only sellers with the lowest landed price receive the Buy Box is a popular one. That’s not true.
Indeed, competitive price is a major consideration for Amazon when choosing which products to provide the Buy Box to. However, if you have an excellent reputation as a seller, you can get the Buy Box even with a more expensive goods.
Even yet, you should price your products competitively if you want to increase your chances of getting the Buy Box, particularly if your performance metrics could use some work.
Pricing your goods competitively entails examining the prices of your rivals as well as taking into account all of your own expenses and profit margins. Remember, you have to make a sale without suffering a loss.
Shipping Time
37% of buyers utilize Amazon because of their quick shipping. Thus, when attempting to win the Buy Box with a merchant-fulfilled strategy, shipment time is equally important.
Amazon determines whether you are dependable enough to sell to its devoted clients based on the difference between the stated and actual shipment times.
Thus, confirm that your shipping schedule is streamlined and that no consumers have voiced any concerns.
Inventory Depth
Customers dislike being informed when a product they are going to purchase is out of stock, as we have already covered.
When trying to get into the Buy Box, inventory depth is crucial. The Buy Box will rotate if you don’t have enough inventory, and your rival might make the sale you should have.
Thus, make sure that your inventory is fully stocked with your best-selling goods and corresponds with the demand for the product.
Order Defect Rate
Amazon utilizes the order defect rate, or ODR, as a performance statistic to assess a seller’s level of customer service. It is measured by the number of times a seller incurred a negative signal divided by the total number of orders placed.
Chargeback rates, A-to-Z guarantee claims, and negative feedback are all things that send out bad signals and raise your ODR.
Maintain an ODR of less than 1% by evaluating and answering every piece of feedback you get. Refunds and cancellations should be kept to a minimum as they may also have an effect. Lastly, ensure that your service and product are excellent.
Feedback Score
It matters a lot how other people see you, especially in the recent past. The reviews you have received from orders placed during the last 365 days determine your feedback score. However, the reviews from the last ninety days are more significant. Therefore, to increase your chances of reaching the Buy Box, try to obtain as many favorable evaluations as you can.
Customer Response Time
You enter into a Service Level Agreement with Amazon when you register. To guarantee that your service does not negatively affect Amazon’s customer experience, this SLA requires you to reply to each customer inquiry your company receives in less than a day.
Therefore, respond to any questions you receive as quickly as you can, as a delayed response could undermine your chances of obtaining the Buy Box.
Eligibility Status
Verify your eligibility before entering the Amazon Buy Box competition.
You can use Amazon Seller Central to verify whether you qualify for a Buy Box. It is possible that certain SKUs you have may qualify for the Buy Box while others may not. Work to ensure that the qualified individuals receive the Buy Box.
Wrapping It Up ...
Gaining the Buy Box is not only nice to have, but it is vital to maintain sales and survive the intensifying e-commerce competition.
However, you must first meet the requirements in order to be eligible to try and win the Buy Box. To be eligible for Buy Box, you must first have a professional seller account.
To increase your chances of earning the Buy Box, if you already have one, focus on strengthening the other elements.
Recall that obtaining the Buy Box is a continuous process. You must work on it every day. Additionally, it could be beneficial to delegate the Buy Box to a marketplace agency if you are overly preoccupied with managing other aspects of your company.
At Accrue, we support customers from a range of sectors in creating a strong online presence on Amazon. Our former Amazon e-commerce specialists are fully aware of what you require to achieve your market objectives and build awareness. Speak with our staff right now to learn more about your possibilities on Amazon and elsewhere.