The Amazon Buy Box is the box that is on the right side of the Amazon product detail page, where customers add items for the purchase to the cart. For winning the Amazon Buy Box not all sellers are eligible for it. When multiple amazon sellers are selling at the same time then there is competition in which the seller will win the Amazon Buy Box. If you are the seller represented in the Buy Box so your product will be added to the shopper’s cart. It is seen that 83% of Amazon sales are through the Buy Box.
The above image shows a product of the Amazon Buy Box.
There are two kinds of sellers on Amazon: Amazon itself which sells a variety of products and the second kind is the third-party sellers who are also known as resellers as they are specialized in one or more category. For the seller, the Amazon Buy Box can make or break a sale. Whenever a user clicks on the “Add to cart” button, they buy from one merchant who is the Amazon Buy Box winner, which is a huge advantage for that merchant.
The only way a customer will see the other offers is if they search the product page for a small link to show all other offers and select someone else’s offer. Amazon Buy Box winners acquire 90 percent of the sales.
You must be a subscription-based professional seller to be Amazon Buy Box eligible. There is a particular algorithm followed by Amazon which represents the product of the seller to be represented in the Buy Box. Because it is of great value so only a few sellers who have excellent customer reviews get selected for this Amazon Buy Box.
The items being sold must be new, the old and refurbished items are stored in the Buy Box from before under the category Buy Used Box. Therefore, used products cannot be featured in the Buy Box. Even though the Buy Used Box appears with the Buy Box for new items, the two operate in a mutually exclusive manner and do not affect one another.
There must be an available stock of the items the seller puts in the Buy Box. It does not display the item out of stock.
To win Amazon Buy Box in 2022, the algorithm for Amazon Buy Box is as follows –
Having a professional account is a must as if you don’t have this then you won’t be appearing in the search. Buy Box can only be won by a professional seller.
It is a method that Amazon sellers can use to fulfill orders. Whereas Fulfillment By Merchant(FBM) asks the merchant to pack and ship the order by themselves. In the case of FBA, this all is done by Amazon itself. Hence, Amazon gives Buy Box preference to FBA sellers as it knows the product will be delivered on time and without any defect.
Know more about Amazon FBA and FBM
This ODR is based on Customer feedback that how much time shipment time is taken by the seller, the customer return and refund should not be very high in the records.
This is a very efficient method used by clever sellers. Just reduce the product price by a very small difference & easily win the Buy Box. For example, a product is sold for $50 by 10 sellers and one among them reduces the price to $49.9, Then, in this case, the Repricing helps this seller to win the Buy Box.
Amazon’s customer feedback is most important as it is based on the orders and overall reviews. Sometimes shoppers leave product reviews on seller pages which becomes a problem for sellers’ scores and giving less rating.
If the customers get good service by the seller then they would switch to the same seller again. This means a satisfying shopping experience will help in winning the Amazon Buy Box.
By 2022, it is estimated that eCommerce retail sales will account for 17% of the US. Therefore winning the Amazon Buy Box will help you easily reach heights in your business. By being on top and winning the Amazon Buy Box in 2022 can be great for your product performance. This will increase your sales as compared to the other merchants.
But don’t think it is a permanent thing because sellers earn a share for some time. If you want to get the most out of Amazon, you need to optimize for the Buy Box.
ActiveCampaign is a marketing and sales automation platform that helps growing businesses meaningfully connect and engage with their customers. Its SaaS platform enables businesses to create optimized customer experiences by automating many behind the scenes processes and communicating with their customers across channels with personalized messages.
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