Amazon has become the world's leading e-commerce company. Amazon is vying for market share with Walmart, eBay and other well-known e-commerce platforms. Find out how to win the Amazon Buy Box in 2022 if you're here.
66% of consumers start searching for products on Amazon. The chart below clearly shows Amazon’s global popularity in product search.
Another interesting fact about Amazon is that in January 2022, there will be 2.7 billion visits to Amazon.com worldwide in 2022 . Globally, Amazon is recognized as a trusted e-commerce platform for online shopping and product search.
One of the most influential factors in Amazon's success is the low-priced products it offers its customers. In addition to this, Amazon also pushes its third-party sellers to offer their products at low prices, thanks to the Buy Box. Amazon combines offers for a given product on a single page and then uses a single offer as the default offer (buy box).
This article will explain the ins and outs of the Amazon buy box and how to win it in 2022. Let's start this informative journey.
What is the Amazon Buy Box?
The buy box is located on the right side of the Amazon product detail page, where you can add the items you want to buy to your cart, as shown in the image below. Every seller is not eligible to win the buy box.
Due to the fierce competition in the Amazon space, only those sellers with excellent seller metrics have a valuable chance to win the buy box. To understand the incredible meaning of winning the buy box, consider the statistic that nearly 83% of Amazon's sales go through the buy box, and that percentage is even higher for mobile users.
It is assumed that you effectively understand how Amazon's algorithm works. In this case, it will enable you to work on certain key points to improve your performance in order to win the buy box and stand out in the fierce business competition.
Why is it important to win the Amazon Buy Box?
As the number of online shoppers increases, the chance to win the buy box becomes more and more important. Shopping via mobile is increasing significantly year by year. Over the holiday season, more than 72% of Amazon shoppers purchased products from a mobile device globally. Additionally, around 90% of online shoppers worldwide use the Amazon app.
The lucrative option of winning the buy box can be achieved by facing unprecedented challenges. Winning the Amazon buy box on mobile is complicated.
There is an 'Add to Basket' feature option below the product price and photo (combined with the 'Buy Now' button in the app); it's hard to check the quality of other sellers. The top sellers will be displayed in this section. So if your product doesn't appear in the buy box on a mobile device, the chances of your product getting noticed on Amazon are very low.
Understanding the Amazon Buy Box Algorithm
Opinions differ on how the Amazon buy box algorithm works. Products that win the buy box will be seen at the top of Amazon's product detail page. Customers can easily include selected products in their shopping cart. All you have to do is click the "Add to Cart" button.
Sellers need to provide customers with an enjoyable shopping experience and meet performance-related requirements to win a shopping cart in a short period of time. Leaving customers with an unsatisfactory shopping experience can damage your business reputation.
The Myth of the Amazon Buy Box
The lowest priced product always gets the buy box : Low prices play a vital role in increasing the odds of winning the buy box. Other factors such as customer reviews, fulfillment methods, and refund policies may increase your odds of winning the buy box.
Sellers can always keep the buy box: no seller can guarantee permanent or long-term use of this badge. Other sellers can take their place at any time. You have to be competitive and innovative in your operational strategy to rank high in search results.
Amazon does not share the buy box: Most of the time, marketplaces win the buy box for the products they sell. Third-party sellers can also get a sizable share of the buy box. Sellers can open the Buy Box: Amazon decides whether the seller is eligible to win the Buy Box.
How to Check Your Buy Box Eligibility?
Open your Seller Central account, go to the Inventory tab, and select Manage Inventory. Select the Preferences menu. In Column Display, select the Buy Box Eligibility section. Select "Show when available" from the drop-down menu. There, you'll see the "Buy Box Eligible" column for the specific SKU. If you are eligible, you will see a "Yes" option.
As a seller, you can see which items you've listed are eligible to win the Buy Box. If you believe you have met all the criteria for Buy Box eligibility status, you can contact a seller support representative to have your status considered.
Tips for Winning the Amazon Buy Box
Amazon has yet to publish a helpful guide to analyzing buy box winners. Still, you should be aware of the constructive points Amazon considers. Here are some influential tips that will make you stand out as an Amazon Buy Box winner.
Have a business on Amazon for at least three to six months.
Check your product performance regularly.
Continue to offer extremely competitive prices without compromising quality, as Amazon will not tolerate any compromise on product quality.
Maintain a solid record of your business journey so everything can be audited and tracked.
Offer your customers valuable shipping options, mostly free shipping.
Avoid product delivery delays to enhance customer experience and get good reviews from Amazon.
Maintain an order defect rate below 1%.
Try to rank high and get lots of positive and high reviews.
Provide your customers with the most suitable fulfillment method.
Remember, if you have a buy box for a particular product, there's no guarantee you'll keep it. Any changes to Amazon's algorithm could affect the gold shopping cart you have.
Probability of winning the Buy Box
The product catalog on Amazon is the largest in the world. One can easily find thousands of sellers competing with each other on the same product. If there are multiple sellers selling parallel products on Amazon, which product will the buyer choose? 83% of these buyers choose to buy top sellers.
One of the influencing factors highlighted before winning the buy box is customer feedback. There is a lot of positive feedback from sellers who have won the buy box. However, how much feedback and average points should be maintained to sustain a buy box win remains a mystery. Amazon also emphasizes positive feedback. This is a key element in beating competitors in the Amazon ecosystem.
Promising Tips for Getting Your Amazon Buy Box
Customer reviews of Amazon products are based on a ranking system. The system uses star ratings to rank. 4 to 5 stars means the customer is completely satisfied with the product. Competitive prices, fast delivery and excellent customer service result in the best feedback scores. Here are some tips to help you get the buy box.
Carefully provide titles and descriptions for your best-selling products on Amazon. Write compelling and credible descriptions to attract Amazon customers.
Make sure to add high-quality product images. Product images play a decisive role in convincing shoppers to buy your product. The study found that 83% of U.S. smartphone users say product images play an important role in motivating them to buy. Therefore, adding attractive product images is crucial.
Product Shipping and Prices
It is highly desirable to offer customers reasonable prices on the Amazon platform. If your product niche is highly competitive, then you must lower your production prices to compete with your competitors. However, if you are offering an innovative product with little or no competition, there is no need to lower the price.
Free shipping to win customers. Deliver your products within two business days to enhance your customers' shopping experience. Using Amazon FBA services can greatly help you manage your inventory and shipping. Fulfillment by Amazon increases the credibility of your business, and your products can be eligible for Amazon Prime.
Since Amazon emphasizes that the fulfillment system is excellent, using FBA can increase your chances of winning a shopping cart. Not that FBM sellers can't stand out in front of FBA sellers; it's very difficult because delivering low prices and best scores among other metrics is critical to winning the buy box.
Customer service is a very valuable factor in getting great feedback. A seller's reputation is protected by influential feedback.
Sometimes your available inventory may run out immediately, or items may be lost in transit. These situations can destroy your seller account health. Immediately reimburse your customers in these cases. It would be even more beneficial if you resend these products to customers for free. As a result, your customers will thank you for caring about them.
Despite an extraordinary shopping experience, few customers forget to provide feedback. Therefore, you can request a review by email.
remember! Always follow Amazon's guidelines for asking customers for feedback.
Improve feedback score
Seller performance scores are critical in determining buy box winners. If a seller receives a perfect feedback rating, the likelihood of winning the buy box increases significantly. Use feedback auto-requests, as manually requesting reviews can be devastating. So automate your feedback process.
Key Metrics Amazon’s Buy Box Algorithm Look For
Many variables affect your chances of winning the Buy Box, but these four factors greatly affect Buy Box winning; you shouldn't ignore these at all costs if you want to win the Buy Box.
Fulfillment by Amazon
Seller Fulfilled Prime
It is important to deal effectively with these variables as these factors make the customer experience very valuable or unsatisfactory. For all enlistment variables, you must be competitive and innovative.
Optimize your prices on Amazon
As discussed in the Myths of the Amazon Buy Box section, sellers believe that offering a lower price increases the likelihood of winning the Amazon buy box. If you keep lowering your prices, your profits will decrease and people will perceive your product as low quality.
Optimizing the price increases the odds of winning the buy box. When you optimize product pricing, prices and profits increase when competitors' selected products are out of stock.
Different software can optimize your product prices on Amazon and set it up to automate, saving you time and effort. Also, a pricing tool like Repricerexpress can optimize your product pricing and increase your chances of winning the buy box.
There are no tricks to winning the buy box. Instead, you must excel at multiple business metrics and continually improve them.
Focusing on the most influential factors, such as considering FBA services, enhancing customer service, understanding pricing factors, and having a Prime-eligible product, can increase the likelihood of winning the Amazon Buy Box.
If you want to make most of your sales on Amazon, you have to show up as a Buy Box winner. We hope you found this article helpful in understanding the ins and outs of the Amazon Buy Box and what to recommend for winning it.
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