The Buy Box can make or break a sale but winning the Buy Box is not an easy task. It starts with having a clear understanding of what the Buy Box is and how it functions.
By definition, the Buy Box is the white box on the right side of the Amazon product detail page. This is where customers can add items to their shopping carts. Since the competition on Amazon is tough, with multiple merchants selling the same product, you must work hard to win the Buy Box.
Experienced Amazon shoppers trust the Buy Box. When a buyer clicks on the ‘add to cart’ or ‘buy now’ button, that means they are only purchasing from one seller, and one seller only – the Buy Box winner.
So how do you win the Buy Box?
Whether you are a seasoned seller or just starting out on Amazon, here’s what you need to do.
Be Buy Box Eligible
There’s no sense competing for the Buy Box when you are not an eligible seller in the first place. Here are some basic requirements:
- Be a subscription-based professional seller. You will also need to be trading for at least 2-6 months and are using the FBA service. If you are not using FBA, you will have to wait longer for your items to appear in the Buy Box.
- Ensure that your Order Defect Rate (ODR) is lower than 1%. This means that you need to have a history of successful selling to prove Amazon that you are a consistent and trustworthy seller.
- Have excellent customer metrics as shown by your customer reviews. The more positive reviews you have, the more reliable you become in the eyes of Amazon.
- Maintain a 97% or higher feedback score. Your performance metrics as seen in your Seller Ratings and Seller Feedback determines your credibility as an Amazon merchant.
To check your Buy Box eligibility, go to your Inventory tab and choose ‘Manage Inventory’, then choose ‘Preferences’. In the Column display list, choose the ‘Buy Box eligible’ tab. In the drop-down menu, choose ‘Show When Available’. If you are eligible, you will see a ‘yes’ under the Buy Box eligible column.
Set a Competitive Price
Price is the second most important factor Amazon takes into account. Notice that the best deals are found in the Buy Box. Check your competitors’ pricing to help you set the right pricing for your items. If they are selling their items lower than you do, they are more likely to win the Buy Box.
However, dominating the Buy Box doesn’t necessarily mean offering too low prices. Not only will this affect your own margins negatively, buyers may also view your products as suspicious. Instead, monitor the valuing trends on a frequent basis and optimize your price. If you are new to Amazon or you are still building a credible selling history, chances are that you have to reduce your price to win the Buy Box.
On the good note, if you are a trusted seller and have perfect metrics, you can take the risk of pricing your items above your competitors and still land the Buy Box. As a rule of thumb, adjust your price in small amounts to see what price will get you at the Buy Box. SellerMobile’s Repricing Tool can help you alter your prices automatically to help you stay profitable.
Provide Exemplary Customer Service
High levels of customer service, seller status, rating and performance have the highest impact on winning the Buy Box. Amazon is not only about offering its customers with great deals but also great customer service. A good way to show Amazon that you are devoted to providing exceptional customer service is through your response time.
Keeping your response time under 12 hours gives you better chances of dominating the Buy Box. Also, responding to inquiries with informative and useful content is more likely to give you a higher seller reputation. Naturally, a high reputation leads to a higher rating. When customers are happy with your overall service, they are inclined to give you quality feedback and a high star rating. With a high customer feedback score, you outperform other sellers of the same product.
To sum it up, winning the Buy Box is tough, dominating it is even more challenging. To achieve this, you have to beat your competitors in all avenues mentioned.