How seriously are you taking the Buy Box? Many have heard of it but actually winning it may still remain a mystery. The Amazon Buy Box isn’t just a random “add to cart” button; it is a merchant’s treasure to the bottom line…to sell!
What is the Amazon Buy Box?
The Amazon Buy Box is one merchant’s head start to being the preferred option that customers see when searching for a hot item to buy. You can find this helpful feature located to the right side of the product page where customers initially add items to their cart to start the purchase process. As we know, Amazon is uniquely designed so that numerous sellers can list their pricing on the individual product detail page. However, only one lucky merchant gets dibs on the Buying Box itself.
So who’s the lucky winner?
Truthfully, there really is no luck involved with being the Buy Box merchant. Winning the Buy Box isn’t picked at random or just about having the cheapest listed price. There are multiple factors that play into winning the Buy Box, which begins with meeting performance–based requirements. Focusing on providing an exceptional shopping experience for your customers and becoming the merchant that Amazon trusts will increase your chances for Buy Box selection. A few main factors in winning the desirable spot in the Buy Box are:
- Customer Shopping Experience: price, customer service availability, participating in Fulfillment by Amazon, item delivery speed, and shipping options
- Time spent on the Amazon selling platform
- Performance Metrics of other sellers: pre-fulfillment cancellation rate, late shipment rate, refund rate, order defect rate
- Professional seller status: choosing to become an Amazon Professional seller rather than an Individual seller
What can the spot in the Buy Box mean for you?
Placement in the Buy Box assures that customers searching for your product will see it first before your competitors pricing. Winning and maintaining that spot with Amazon can imply significant increase on product performance. It is quite possibly the difference between no sales or multiple sales.
Although many think that the item’s price is the key to winning the Buy Box, Amazon has factored in a merchant’s entire selling experience for prime product page real estate.
Resource: http://www.synccentric.com/amazon-buy-box/
http://www.amazon.com/gp/help/customer/display.html?nodeId=200401830