In this tutorial we take a look at the famous Amazon Buy Box. For those who haven’t come across this term before or don’t know what the Amazon Buy Box is then in the video above, we show and tell you everything you need to know.
What is Amazons Buy Box and Why is it Important?
Amazon’s Buy Box is the quintessence of selling on the Amazon marketplace; the goal of every third party seller so to speak.
The Buy Box is dubbed the Holy Grail because it is responsible for 82% of sales on Amazon.
This tutorial explains the seven key factors that you have to take into consideration in order to win the Buy Box.
Step 1. Price Your Product Competitively
Choose a product on the Amazon website and go to its detail page.
For this particular product, a Kenwood Compact Food Processor, Amazon has the Buy Box as shown on the right-hand side.
A buyer may click on the Add to Basket button to buy the product or opt to buy it from one of the third party sellers below who is selling the same product at a lower price.
At other times, there will be only one third party seller who has access to the Buy Box; this seller has reached Amazon’s Featured Seller Status.
If a third party seller who has the Buy Box sells his product at a much higher price than other sellers, including Amazon, chances are the latter is cashing in on that seller by asking him to sell the product on their behalf.
Step 2. Earn Positive Reviews
Price is not the only basis for winning the Buy Box.
Among multiple third party sellers vying for the Buy Box, Amazon will favor a seller with the highest number of positive reviews.
So if you’re in a tight competition with another seller, check out how you have been doing in the ratings game.
Step 3. Keep Your Stocks Up
The number of items you have in stock is another factor that will determine whether you will land on the Buy Box or not.
The more items you have, the more likely you’ll get the Buy Box.
Step 4. Maintain a High Performance Score
Amazon keeps track of your ratings and customer reviews.
It also takes note of your shipping and delivery history, as well as the time it takes you to respond to customer queries and requests.
Step 5. Reach the Featured Sellers Status
Reaching the Featured Seller’s Status is crucial to landing on the Buy Box.
If you’ve been selling on Amazon from two to six months, the company will evaluate you.
Once it has been confirmed that you are willing to adhere to its very high standards, it shall grant you the Featured Seller’s Status.
On the other hand, when the Buy Box shows a See All Buying Options button instead of the Add to Basket button, this means the product is coming from third party sellers who have not reached the Featured Seller Status yet.
Step 6. Sell Brand New Products
Only third party sellers who sell brand new, not refurbished, products will qualify for the Buy Box.
Step 7. Be Fulfilled by Amazon
Fulfilled by Amazon, or FBA for short, is Amazon’s own fulfillment company.
As a third party seller, you can send your products straight to the Amazon warehouse and let them handle the picking, packing and dispatching of your products.
If your product isn’t fulfilled by Amazon, it shall be available to Prime customers. They can buy the product and request it to be delivered the next day.
Aside from explaining what the Amazon Buy Box can do for your business, this tutorial took you through the seven key factors that will help put your product on it.