How to Win The Amazon Buy Box
A lot of things factor into winning Amazon’s Buy Box and understanding how to win it can be a game changer for your Amazon business. But how do you win it? And for those of you who are new to Amazon, what is the buy box anyways?
The Amazon Buy Box is the box that appears on an Amazon product details page with the information allowing you to purchase that item from that seller with an “Add to Cart” button. It allows customers to place a product directly into their cart without sorting through the prices from multiple sellers. It creates a competition for sellers who sell the same product, as the buy box shows the best product for a customer to purchase. This means only one seller will “win” the Buy Box at any one time, and winning the Boy Box can make a huge difference in your product sales. In short, it is the simplest route for purchasing a product.
How Does The Amazon Buy Box Work?
Firstly, the Amazon Buy Box only applies to sellers that are part of the professional sellers plan so if you are interested in the Buy Box you will need to look into joining the professional plan.
Basically, the buy box will show the best suggested product for a customer to purchase. Amazon determines this by having sellers meet performance-based requirements, because if your product goes within the buy box, it will be very likely that it will increase the sales for that product.
Competing For The Buy Box
Not everyone can have their products in the buy boxes, only the best offers, or what Amazon decides is the best product, will be shown. Sometimes you will be competing with Amazon itself in selling a product. Amazon comes into the game with a perfect seller rating, because it is their website and they pride themselves on customer service. You may also be competing with established sellers who have a long history of sales and usually have a high account rating as well. Be sure to measure your competition.
Amazon has not provided an exact road map to winning the Buy Box, but they do suggest that price, seller metrics and order volume all play a role. This however, has caused many sellers to experiment and compete in different ways which has helped us figure out the different factors that could increase your ability to win the Buy Box. Here is our Buy Box Cheat Sheet for helping sellers win the Buy Box.