If you sell on Amazon and are looking to increase your sales, then winning the Buy Box is a vital strategy for you to consider. As per Amazon, most of the sales on the platform are generated via Buy Box which makes it very important to have one on your products.
But not all sellers can have this fancy box, thanks to the way the Amazon algorithm works. Hence, only sellers with competitive pricing and high ratings are eligible for this program. If you are in such a situation and want your product to generate more revenue, then don’t hesitate to drop a message to experts at Lab 916 and we will surely get back to you as soon as possible.
What is the Amazon Buy Box?
The Buy Box is a white box on the right side of your product’s detail page where customers can add your goods to their shopping cart or make an instant purchase. Each product on Amazon has its detail page, and this page also includes similar products from other sellers.
This means getting visibility on multiple sellers’ page by using the Amazon algorithm is a significant challenge for many sellers. Also, having this box on your product page means that customers are more likely to favor and trust your product than your competitors.
This said, below are the various key factors sellers can bank on to get their very own Buy Box button.
Fulfillment by Amazon (FBA)
Are you an FBA approved seller? If no, then it is time you should consider partnering with Amazon and let them handle all the hard work for you. This is also one of the easiest ways to increase your chances of winning the Buy Box.
Fulfillment is a dominant variable in the Amazon algorithm to determine your eligibility for Buy Box. However, this wouldn’t work if you are selling perishable products, such as food items. This is because Amazon in no way will entertain such products sitting idle in its warehouse.
In case, your product is not something you can get on FBA program, or you are unwilling to ditch Fulfillment by Merchant (FBM), then it is necessary for you to speed up the shipping time. In other words, time is very short for perishable items and can affect your ratings, in turn, hampering your chances to win the Buy Box as early as possible.
Consider the Landing Price
There are two types of prices on Amazon. One is the price you list on the product page, and the other is one which comes inclusive of taxes and shipping cost. This is the second most important factor affecting your chances of having a Buy Box.
As a seller willing to have the Buy Box you should ensure that your landing prices are competitive and at par with your rivals. You should know the fact that many Amazon sellers are constantly changing their prices by just a fraction of a cent to compete with one another for the Buy Box.
In other words, price manipulation and keeping an eye on the moves of your rivals is a constant battle for winning the Buy Box. Also, make sure that the difference between your landing and product price is not significant as it will hurt your buy box strategy.
Improve Customer Feedback Store
Your product’s Amazon customer feedback score is regularly changing based on average reviews from your orders and buyer’s experience with your store. Many sellers fail to realize that product feedback is not the same as seller feedback since both work differently.
The buyers can even flip these reviews by leaving positive or negative feedback about your product on the seller’s feedback page which can jeopardize your efforts to win the Amazon Buy Box. The E-commerce giant is all about putting the customer first! Hence, your customers need to be happy and have a good buying experience when purchasing from your store.
Keep Order Return and Defect Rate as Low as Possible
The most common things that contribute to negative feedback are unnecessary guarantee and warranty claims or shipping defects in products. These are some areas you should avoid, especially if you are a new seller on Amazon.
Your product rating is a measure of how well you are doing when it comes to taking care of customers and satisfy the users. This makes it very critical to work well to have more than a 4-star rating for your product and with just a few returns.
Maintain Your Stocks
Amazon wants its user to find what they are looking for and they are not going to entertain your product if you are out of stock. Instead, they will just fetch it from other buyers. If you have just a few units left in your inventory while your competitor has a decent amount of stock, then Amazon will prefer granting your rival with the Buy Box.
This certainly doesn’t mean that you should lock your cash in stocks by overstocking on the products. Rather you must have the bare minimum to ensure delivery and processing of goods without any lag. In case you are an FBA seller, then the availability of your stock is determined by the goods you have in the Amazon warehouse instead of those piled up in your own.
There is no easy or one way to achieve Amazon Buy Box for your product. Instead, it depends on several different factors, and your strategy should be on par with your competitors. However, as a seller you should begin with the most important variables, such as becoming an FBA seller, good seller score and having Prime-eligible products. If you are not finding ample time to achieve the Buy Box for your products and having a hard time beating the algorithm, then don’t hesitate to contact us and we will surely help you!