How to Get the Buy Box on Amazon
How to get the Amazon Buy Box is obviously the question that all Amazon sellers are asking! Amazon draw in billions of dollars every year and 82% of that goes through the Buy Box. While you can do well on Amazon without winning the Buy Box, it is clear that becoming a Buy Box winner will put you at an advantage — enabling you to increase your sales volume and profits.
Requirements for Winning the Buy Box
In order to even attempt winning the Buy Box, there are certain things you must do, or have, to even stand a chance.
1. Have an Amazon Professional Sellers account.
2. Be Buy Box Eligible. This was formally known as Featured Merchant Status. Amazon only grants Buy Box eligibility to sellers with high levels of performance who have been selling for a solid amount of time (anywhere between 2 and 6 months).
3. Sell new items. The Buy Box for used items is a separate element.
4. You must have available stock of the item.
Without these 4 things, Amazon will not even consider you for the Buy Box.
The Variables that Affect the Buy Box
Once you have fulfilled all of the requirements necessary for winning the Buy Box, there are different variables that will impact your chances of winning the Buy Box for a particular item. The weight assigned to each variable can change on a product-to-product or category-to-category basis.
Your variables will be compared to other sellers’ variables when competing for the Buy Box for that particular product. You could be beating another seller on a particular product but losing to them on another unrelated product.
The variables that affect the Buy Box are as follows:
Fulfillment method. Sellers who choose FBA (Fulfillment by Amazon) are at an advantage (usually) to those who sell FBM (Fulfillment by Merchant), all other variables being equal.
Landed Price. This is the total amount the product is sold for on Amazon. The lower the seller’s performance metrics are compared to other sellers, the lower they’ll need to lower their price to try to win the Buy Box. On the other hand, if their metrics are high, they could raise their price and still win.
Seller Rating. This is the overall score of customer experience.
Shipping Time. The quicker you ship, the better off you are.
Order Defect Rate. This is a combination of the Negative Feedback Rate, the A-to-Z Guarantee Claim Rate and the Service Chargeback Rate.
Feedback Score. How well people have rated you (especially recently) makes a difference.
Delivery History. This takes three separate elements into account, including, on-time delivery, late shipment rate, and tracked delivery rate.
Customer Response Time. How quickly do you respond to customers? If you take too much time, it will negatively impact your chances of winning the Buy Box.
Feedback Count. This is how many people have given you feedback. Obviously the more, the better.
Inventory Depth and Sales Volume. Having enough inventory consistently will stand you in better stead than if you have big fluctuations in inventory.
Cancellation and Refund Rate. If you cancel on a seller who has made an order too often, it could have a negative impact on your seller performance.
This is a very brief synopsis of each variable. For an in-depth explanation of every variable and how much of an impact it has on the Buy Box, download Feedvisor’s Buy Box Bible.