The Amazon Buy Box is a coveted spot that every seller aspires to control. It’s the small box on the right-hand side of an Amazon listing, allowing customers to quickly add a product to their cart or purchase it instantly. Controlling the Buy Box can significantly impact your sales. Let’s dive into what it is, why it matters, and how to win it.
What Is the Amazon Buy Box?
The Buy Box streamlines shopping by featuring one seller’s price for a product, saving customers from scrolling through competing offers. The seller displayed under the “Buy Now” button wins the Buy Box—and subsequently, most of the sales.
Why Is the Buy Box Important?
Winning the Buy Box is essential because:
- 85% of Amazon sales occur through the Buy Box.
- Only the seller who controls the Buy Box makes those sales.
What Is a Suppressed Buy Box?
Sometimes, a listing lacks a Buy Box and instead shows a “See All Buying Options” button. This occurs when Amazon suppresses the Buy Box, often because it considers the available prices too high.
How to Fix a Suppressed Buy Box:
- Gradually lower your prices in small increments until the Buy Box reappears.
- Evaluate whether the increased sales volume offsets the lower profit margin.
- Alternatively, keep the suppressed Buy Box if slower, sporadic sales work for your business.
How to Win the Amazon Buy Box
Here are the key factors that influence your chances of winning:
1. Price
Pricing is critical. Generally, the lowest price wins the Buy Box.
- Calculate the lowest price you can offer while remaining profitable.
- Keep inventory ready—winning the Buy Box can lead to faster sell-outs.
- If you match a competitor’s price, Amazon may rotate the Buy Box between you both.
2. Fulfillment Method: FBA vs. FBM
FBA (Fulfilled by Amazon):
- Amazon prioritizes FBA sellers because they use Amazon’s reliable logistics and offer free shipping for Prime customers.
- FBA sellers can price up to 13% higher than FBM sellers and still win the Buy Box.
FBM (Fulfilled by Merchant):
While FBM sellers face tougher competition, you can still win the Buy Box by excelling in these metrics:
- Perfect Order Percentage: Keep this as high as possible.
- Shipping Time: Offer the fastest shipping available.
- Order Defect Rate: Minimize issues and complaints.
FBA sellers typically have an edge, but FBM sellers with excellent metrics can still compete by pricing competitively.
3. Seller Performance Metrics
Amazon evaluates your overall performance to determine if you’re a reliable seller:
- Number of Successful Orders: Ensure smooth transactions without complaints.
- Feedback Score: Maintain high customer ratings.
New sellers may struggle to win the Buy Box until they establish a history of positive reviews and successful orders.
4. Competing Against Amazon
If Amazon itself is selling a product, it often dominates the Buy Box regardless of price or metrics.
Pro Tip: Use tools to check whether Amazon is competing on a listing before investing in that product.
Tools to Help You Win the Buy Box
- Keepa:
This extension is a must-have for FBA sellers. It tracks the Buy Box history of a listing, helping you analyze past pricing trends and strategize for the future. - Repricers:
Repricing tools automatically adjust your prices within a pre-set range, keeping you competitive and helping you maintain control of the Buy Box.
Final Thoughts
Winning the Amazon Buy Box is crucial for success as an Amazon seller. By understanding the importance of pricing, choosing the right fulfillment method, and maintaining stellar performance metrics, you can improve your chances of gaining control. With the right tools and strategies, the Buy Box can become a cornerstone of your Amazon business.
