2What Is the Amazon Buy Box?
3How the Amazon Buy Box Works
Amazon really is out to help the customer every step of the way, therefore it gives the “Buy Box win,” essentially the sale, to the seller it believes offers the best balance of cheap prices and great performance. To do this, Amazon looks at many different factors to determine which seller will offer the customer the best possible value for money.
4What Amazon Looks for When Deciding on the Buy Box Winner
Although Amazon takes many things into account when deciding who wins the Buy Box, the four most important factors are fulfillment method, price, shipping time and seller rating. The faster your shipping time, higher your seller rating, better your fulfillment method and lower your price, the more likely you are to win that one coveted spot.
5Winning the Buy Box: What You Can Do
6Winning the Buy Box: Respect Your Customers
7Ship on Time
Yet another way to respect your customers is to respond quickly. Amazon doesn’t know what your customers are asking you, but it does know how long it takes you to reply. You need to reply to even small queries and comments within 6 to 12 hours for Amazon to know that you prioritize your customers and have their best interests at heart.
9Wining the Buy Box: Price Smart
Lowering your price will usually help you win the Buy Box, but it will severely eat into your profit margins. Understanding your competitors for each and every product you sell and pricing your items to match your performance as a merchant is absolutely critical to both ensure sales and maintain a healthy profit margin. With prices on Amazon changing hundreds of times a day, many retailers are using repricing tools to help them do this automatically. If you choose to go this route, choose one that helps you balance your price and performance to win the Buy Box at a profit, instead of just lowering your price to make the sale.
10Wining the Buy Box: Performance and Price
The theory behind winning the greatest share of the Buy Box is simple. The goal is to always improve on one or more of your performance metrics without forfeiting performance in other areas. The best way to take advantage of the Buy Box is to work with it, not against it. By focusing on your seller performance and getting your pricing right, you are guaranteed more sales, a higher profit margin and, most importantly, very happy customers.