As discussed in our blog about the Amazon Buy Box formula, there is no simple quick fix to winning the Buy Box. The Buy Box winner is determined by a complex and multi-faceted algorithm.
To put it very simply, the Amazon Buy Box is an algorithm that tries to give the customer the best possible value for money. It does this by determining which product offering promises the best balance of high seller performance and low cost price.
Amazon’s goal has always been to offer the best possible experience to their customers.
Therefore it is simply not possible that the Buy Box formula would only take price into account like some theories suggest.
And while none of us mere mortals are likely to ever know the exact Buy Box algorithm, what we do know is the following:
The algorithm takes each eligible seller and breaks their performance down into many different variables. It then evaluates each one relative to the other sellers offering the same product, and decides which seller offers the best overall value to the customer.
The weights assigned to each variable can change on a product-to-product or a category-to-category basis, so even though a seller could be losing to a competitor on one product, the same seller could be beating that same competitor on another unrelated product.
For example, for a time-related product such as birthday cards, the shipping time may matter more than other variables. Therefore a seller who has a shipping time of 1 day may have an advantage against a seller who ships in 3 days. For another product, such as kitchenware, shipping time may have less of an impact.
So the key “cheat” for every seller is to spend their energy beefing up the variables that matter as much as they can.
For a comprehensive understanding of each variable and how much it impacts the Buy Box, check out Feedvisor’s Buy Box Bible.