Everyone selling on Amazon wants to win the buy box as often as possible, which is arguably one of the best ways to increase your sales on Amazon. The simple reason is that it has the potential to significantly boost exposure of your products.
But what exactly is the Amazon Buy Box? And what do you need to do to win it?
While there’s no fool-proof way to take the buy box from Amazon, there are several suggestions you can follow to maximize your chances.
What Is the Amazon Buy Box?
The Buy Box refers to the white box on the right side of the Amazon product detail page, where customers can directly add items to their shopping carts.
Since many sellers on Amazon platform can sell the same product, they must compete to “win the Buy Box” for a certain product. Winning the Amazon Buy Box simply means that you were chosen for the Buy Box placement. When you win this placement, customers have a button to directly add your product to their carts, giving you an advantage over competing sellers. Generally, one “New” and one “Used” condition offer will win the Buy Box, depending on the product.
It is considered that more than 80% of Amazon sales go through the Buy Box. It allows shoppers to add a product into their shopping carts quickly and easily without even thinking twice, making it extremely valuable real estate space.
6 Tips for Winning the Buy Box
Amazon uses a complex and secret algorithm to determine which seller offers the best price and customer experience and awards them the Buy Box. It’s vital to understand all the known aspects of how it is awarded. Amazon has a strict set of performance standards that sellers must uphold. Sellers must track and improve the metrics that are most influential. Those who work to improve the customer experience on Amazon will thrive.
1. Sell FBA (Fulfillment by Amazon)
Sellers who are FBA (as opposed to FBM) are automatically eligible to win the Buy Box. This is because Amazon considers its fulfillment service to be the best terms of shipping time and on-time delivery rates. Bite the bullet and send your inventory to Amazon. Let them do the heavy lifting and take care of packing, shipping, tracking, and any problems that may arise with the delivery.
2. Sell New Products & Have Sufficient Stock
Products must be new to be Buy Box eligible. Used or refurbished products aren’t eligible for the Buy Box, but they can be featured on a separate “Buy Used Box.” It operates in a similar way to the Buy Box and uses similar criteria for eligibility.
Items that are out of stock won’t be featured in the Buy Box, so stay on top of your inventory. The only exception to this rule are items marked as on “back order.” It means a seller is still accepting orders, but will ship at a later date once they restock the item. Back-ordered items will show as not available for shipping until the restock data indicated by the seller. They are featured in the Buy Box, but only if they will be restocked within 2 days.
3. Price Your Products Competitively
Pricing is a big factor for Buy Box eligibility. Sellers often reprice their products to undercut the competition and win the Buy Box.
Remember, that doesn’t mean that the seller with the lowest price will always come out on top though – seller metrics are incredibly important – but it definitely puts you at an advantage. Try to match the Buy Box price instead of undercutting the competition. Constantly lowering your price will only start a “race to the bottom” which will end up hurting your margins. If you find an item with a lot of high-volume low-margin sellers during your product research phase, then it’s best to avoid selling that product.
4. Offer Reliable Shipping
If you’re an FBM (Fulfillment by Merchant) seller, work on establishing reliable fulfillment and shipping practices to keep your customers happy. Ship orders quickly so they meet or beat the estimated delivery date. Your on-time delivery rate should be above 97%, late shipment rate should be less than 4%, and your valid tracking rate needs to be at least 95% of all orders.
5. Lower Your Order Defect Rate (ODR)
Your Order Defect Rate (ODR) is another factor that Amazon considers when awarding the Buy Box. It is the key measure of your ability to provide a good customer experience. An order has a defect if it gets negative feedback, a service chargeback, or an A-to-Z guarantee claim.
Keep your ODR at less than 1% to win the Buy Box. A good strategy for lowering a high ODR is to quickly increase your order volume. This is also a good way to prevent your account from getting suspended by Amazon for a consistently high ODR. Choose a product with low value but high demand which you can source in bulk to increase your order volume. You can monitor your ODR on the Account Health Dashboard in Seller Central.
6. Provide Excellent Customer Service
Customer service is another factor that Amazon will take into account. After all it is one of their core values as a business.
- Prompt responses to complaints, negative reviews, refunds, exchanges and returns can all help with positioning you as a better seller than your competitors.
- Strive to respond to customer questions within 24 hours.
- Use templates to speed up your response time for common questions, but try to personalize your interactions instead of using generic messages.
Provide excellent customer support even after the transaction is complete to make sure your customers are satisfied. Amazon surveys customers at the end of every message to assess how you handled their query. You can download the responses and use them to improve your service.
As with anything, it can be disheartening when you don’t achieve something you’ve worked incredibly hard for, but winning the buy box should be a key priority for you at all times.
Following 6 ways above, you not only increase your chances of winning the Buy Box in the future, but you also stand to sell more on Amazon and boost your revenue in the meantime.