To be successful on Amazon, you need to be aware of your Buy Box performance.9 Conclusion What is the Amazon Buy Box and why is it important?Ĭustomers shopping on Amazon are looking for an easy and quick purchase. If you offer a competitive price and have proven yourself as a reliable and well-performing seller you have a good chance at winning the Buy Box. Negative reviews + A-Z guarantee requests + Refunds Number of deliveries that are sent too late Number of deliveries sent with valid tracking numbers Time it takes to respond to a customer requestĪverage rating score (stars) of the seller The following metrics are important for a stellar seller performance: Once you meet the basic requirements, Amazon looks at price and seller performance to rank sellers. Your product price should not significantly exceed the average product price of the previous weeks to two months, as Amazon determines price thresholds for Buy Box eligibility. Your products must be available (in stock) You need to hold a Professional Seller Account and been selling for at least 90 days There are four minimum requirements that sellers must meet: In order to be awarded the Buy Box, sellers need to prove their reliability, product quality and performance to Amazon. Seller Performance Metrics for Buy Box Success As a result, it is not just price that plays a significant role in determining Buy Box winners, but seller metrics and feedback as well. The customer experience is therefore incredibly important for the internet giant. Amazon is a highly customer-centric platform. However, it is not always the cheapest price that wins the pole position. The Buy Box is therefore often rewarded to the seller with the lowest price. The lowest price wins the Buy BoxĪmazon wants to encourage sales. Amazon weighs the two metrics against each other, and rewards the best performing seller with a high Buy Box share. But there are two factors that play a significant role in getting into the Buy Box: Price and Seller Performance. The algorithm for winning the Buy Box is a well-kept secret by Amazon. The volume of sales is therefore inextricably linked to winning the Buy Box. And 90% of the time it's the one in the Buy Box. Resellers have to compete for the Buy Box because all Amazon products with the same ASIN are displayed through the same product listing. Resellers offer products sold by many other sellers on Amazon. Resellers have to compete for the Buy Box Since no other sellers offer their product, private label sellers automatically win the Amazon Buy Box. Being in charge of their own product pages, private label sellers can optimize their product listings for keywords and content to improve ranking and conversion. They usually build their own brand including unique products, a logo and packaging. Private Label Sellers are the sole sellers of their products on Amazon. Private Label Sellers usually win the Buy Box Automatically How important the Buy Box is for you depends, first and foremost, on the type of seller you are. Other sellers are again grouped together in a separate list at the bottom, far away from the product image and Buy button. On a smartphone, the Buy Box and ‘Buy’ button are displayed directly below the product image, making the sale even more likely. The Buy Box is also becoming extremely important as customers view the online platform increasingly on mobile. Losing the Buy Box therefore means losing a viable marketing channel. You can’t start a campaign without holding the Buy Box for the advertised product – and other promotions won’t show either. Winning the Amazon Buy Box is also important for Amazon PPC Campaigns and other promotions. To make more sales you therefore need to win the Buy Box. All remaining sellers are grouped (and exiled) into the ‘XX new from $ XX’ area. According to various industry estimates (Amazon doesn’t disclose the exact statistic), 90% of the time the seller who is holding the Buy Box gets the sale.
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