How to optimize your chances of getting the Amazon Buy Box
With the Amazon Buy Box, you significantly increase the chance that customers will buy a product from you instead of from other retailers. Placement on Amazon sellers is accordingly sought after. We'll explain how you can optimize your Amazon Buy Box opportunity.
What is the Amazon Buy Box and why is it relevant?
The Amazon Buy Box is the button on the Amazon product pages that says “Add to shopping cart”, i.e. the shopping cart field. A preferred seller is always stored behind this link. The other sellers of the same product must first be manually selected by the buyer and therefore have significantly poorer sales opportunities. Because 90 percent of customers order via the Buy Box. Accordingly, winning the Amazon Buy Box is of course the holy grail for retailers.
Important: Mobile Buy Box
Receiving the Buy Boy plays an even bigger role in mobile business. Because here, the Buy Box is presented even more prominently, the other retailers are almost impossible to find. By winning the Buy Box, the seller clearly dominates the mobile business.
How do sellers get the Amazon Buy Box?
In order to have any chance of getting the Amazon Buy Box at all, sellers must meet a few criteria: They need a professional account and must be registered as a seller with Amazon for at least three months. You can avoid this three-month suspension period if you create your seller account together with Faru, as this directly activates the shopping cart field. In addition, the Buy Box can only be won with new items. The Amazon algorithm decides which seller will ultimately receive the Buy Box based on criteria relevant to buyer satisfaction, which we will take a closer look at right away. Since the algorithm repeatedly checks the criteria, it can of course happen that a seller loses the Buy Box at any time. Retailers with the same requirements would “share” the Buy Box accordingly so that a different shopping cart field winner is displayed with every page view.
Criteria to optimize your chances of getting the Amazon Buy Box
The most important criteria that the Amazon algorithm takes into account when awarding the Buy Box are in particular price, shipping, and product and seller performance. Through them, the algorithm determines how customer-friendly an offer is.
prize
An attractive final price (item price + shipping costs) is of course crucial to optimize the chances of getting the Amazon Buy Box. The following applies: the lower, the better for the Buy Box algorithm. In many cases, the lowest price is shown in the Buy Box, but there is no guarantee as the other factors are also weighted by Amazon.
shipping
With fast and reliable shipping, sellers can increase their chances of getting the Amazon Buy Box. In addition to low shipping costs, the shipping method is also decisive. Offers with the Prime badge, i.e. with “Fulfillment by Amazon” (FBA) or “Prime by Seller” from sellers or offers from vendors, increase the chance of getting the Buy Box. In addition, the promised shipping time should be short, preferably no more than two days. Late deliveries may cause sellers to lose the Buy Box. Inventory is also decisive: If an item is constantly sold out, retailers have little chance of getting the Buy Box.
Product and seller performance
If a product is frequently canceled or returned because there are defects, the chances of getting the Amazon Buy Box are reduced. But it's not just the products that have to be convincing. Only good sellers get the chance to win the Buy Box. Factors such as the rate of order defects, the cancellation rate, the seller rating and the response time can play a role here. You can influence the last point in particular when you sell on Amazon. It is best to always answer your customer's inquiries within 24 hours.
Optimize opportunities on Amazon Buy Box with repricing tools
Repricing tools are a good way to optimize your chances of getting the Amazon Buy Box and at the same time achieve the best possible prices. This is because they help to place the products in the Amazon Buy Box using intelligent price control and sell them at the highest possible price. The repricing tools always adjust the price of your products to the current market situation and raise the price to the highest possible level in order to keep the Amazon Buy Box. In this way, you gain competitive advantages and can increase your margin. We would be happy to advise you on the effective use of repricing tools.
Conclusion: Optimize opportunities on Amazon Buy Box and increase sales
It is worthwhile taking appropriate measures to win the Amazon Buy Box as a seller. Because by placing in the Amazon Buy Box, you increase your sales opportunities enormously. We are happy to provide you with individual support to improve your chances of getting the Amazon Buy Box.
