The Amazon Buy Box or Amazon purchase box is the purchase box that appears in the upper right when you visit a product page on Amazon and that gives us the option to buy directly. In the image below you can see an example. The fact of having this direct purchase option makes a large number of users choose it by default.
And here you can see a detail of the buy box, as you will see in the previous image there are other purchase options but one is left as preferred and marked by default to buy. In this case Monster Stationery against 19 other sellers. As you can imagine, Monster Stationery’s sales for this particular product are likely to be much higher than other sellers. Specifically, it is estimated that 82% of sales are closed by sellers who have the Buy Box on Amazon compared to other sellers. In fact
In this article we present the best practices to achieve this interesting element, remember that you can always count on our advice without obligation to advise you on your specific case.
Well, with all this, surely now you want to know how it works and how to get the Buy Box, it seems very interesting and it can really help you.
How can you get the Amazon Buy Box?
Amazon has a fairly complex algorithm that calculates who is in the Buy Box, within this there are several known factors:
Seller Status:
It is known to all that AAmazon prioritizes sellers who have some proven track record. Approximately six months of sales history is typically required in addition to a Professional Seller Account. This time that we indicate may vary depending on the product category.
Also some companies that sell on Amazon if they have a very high volume from the beginning, they can get the Buy Box on Amazon much faster and almost immediately.
What we recommend is that you have a good seller profile and that if you have just arrived, be patient, everything will come.
Price
You know that money rules. The final price (that is, the price of the item with shipping and taxes) is important. Of course, do not think that by having the lowest price that other sellers you are going to get the Buy Box, this can help but they also take into account other factors such as your history as a Seller. What we do recommend is that you investigate the prices of the competition and calculating benefits, have a competitive price.
Specifically, it is estimated that 82% of sales are closed by sellers who have the Buy Box on Amazon compared to other sellers.
User reviews
It’s no secret, on Amazon Sellers with better reputations and ratings tend to have better visibility. We recommend trying to get positive feedback when you sell your products to make it easier for you to get the Buy Box. It is one of the most important aspects. Always remember to ask for comments and reviews following Amazon’s rules, in addition to responding to comments or reviews from users who are not so happy. If you work this part sooner or later you will have the Buy Box.
Stock:
It seems obvious, but make sure you have enough stock of the product you want to take the Buy Box for. If you do not have stock this can generate a negative user experience. It’s over here you can have a great opportunity, imagine that the other sellers of the product have few units and you arrive with more units. Well, in this case you have a better chance of taking the Buy Box than your competition.
customer response
It is simple, Try to answer your customers’ questions in less than 24 hours. If you follow this rule you are more likely to win the Buy Box on Amazon. Remember that at the end of the day Amazon has the following priorities: First the customer, second Amazon and third the seller. So, if you take care of your customer, answer their questions quickly and effectively, Amazon will take this into account in a positive way.
Filling method
The theme of Fullfillment is important to take the Buy Box on amazon, If you have FBA or Fullfillment by Amazon instead of FBM or Fullfillment by Merchant, you will greatly increase your chances of success.
Location
It has been detected that for the same product if two users are geographically far apart, a different seller may appear in the Buy Box. Why? This is simple, you are more likely to see a seller whose inventory is logistically stored in an area closer to you. This is also done for user experience issues and delivery duration.
Used VS New
The Buy Box is only offered for items whose condition is new. If you sell used material, you will never have this possibility. This is normal to see on many occasions when it comes to books, where those that are second-hand always appear as a secondary purchase option.
Last conclusions
Both Amazon and Google see their success in the user experience and this game is what it is about. There is no need to do tricks, cheat or anything like that. It is much simpler than you think. If you read all the recommendations that we have been listing in this article, absolutely all of them deal with the user. I personally think that the only real secret to getting the Buy Box on Amazon is to provide a good customer experience. If you work to sell a good product, at a good price, with good shipping conditions, it is normal that sooner or later you will get it.
I hope you enjoyed this article as much as I did writing it. You already know that you can share your opinion in comments: Have you already got the Buy Box? What impact did it have? Did you see a substantial increase in sales?
Facebook Comments
Disqus