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How to Increase Your Amazon Sales When You Already Own the Buy Box

The Amazon Buy Box is one of the most fiercely fought over pieces of global e-commerce real estate today. Learn five strategic ways to boost your Amazon sales after you've already won the Buy Box. By Catie Grasso April 18, 2018
How to Increase Your Amazon Sales When You Already Own the Buy Box
About the Author

Catie Grasso is a content manager at Feedvisor where she oversees and executes on the company's content strategy. She enjoys running, trying new restaurants, and traveling.

The Amazon Buy Box is one of the most fiercely fought over pieces of global e-commerce real estate today. Although winning the Buy Box is the central focus for competitive sellers across the marketplace, it doesn’t always guarantee sales and profit if other key areas of the business are neglected once sellers have captured a share of the Buy Box. Sellers should capitalize on these five strategies to boost their Amazon sales after winning the Buy Box

1. Optimize your keywords and title text

As more and more competition enters the marketplace, sellers must bring their best tools to the table if they are going to continue to win the Buy Box and attract more customers. Before they can buy your products, customers need to be able to easily find your products. It’s important to input as many relevant search terms as possible in order to optimize for visibility, relevance, and conversions. The title of your product listing is what will catch the attention of a prospective buyer once they touch down on your product page. Per Amazon’s guidelines, it’s important to keep the title short and sweet at 50 characters maximum. It’s also crucial that the title contains information such as brand, product line, color, size, material or key feature, and packaging or quantity and order them in a fashion that places the most relevant keywords first. Not only does this help the customer easily understand what you are selling, but Amazon’s algorithm gives higher relevance to keywords that appear earlier in the title, a win-win. However, it’s important not to overdo it on the keywords. If the title feels unnatural when reading it, a customer might stray away from your product listing because it’s confusing, doesn’t make sense, or simply is only focused on keyword-stuffing instead of appealing to the customer in a clear and concise title. Additionally, including listing bullets are another way to optimize your product listing page, in order to aid relevance and conversion. Well-written product descriptions should tell a story and relay a sense of urgency via a strong call to action.  

2. Enhance the quality of your product images

In addition to poor product copy, low-resolution images quickly influence a potential customer and can cause them to leave your product page immediately. Customers want to see the item from multiple angles, be able to zoom in, and see the item in use or worn depending on what it is. For generating high-res images in-house, sellers should use a white background with clear lighting, make sure that the main image fills at least 80% of the frame, highlights product benefits and uses, clearly shows your brand if you are selling private label items, and is at least 1000×1000 pixels for zoom capability.

3. Automate your repricing efforts

The landed price (the total price of the item plus shipping) is a high-impact variable that greatly influences who becomes the Buy Box winner. Pricing is crucial to improving Amazon sales because it is the only variable that can be controlled by the sellers directly and instantly. The higher a seller’s performance metrics are in relation to the competition for a specific product, the higher the price may be raised while still holding on to a healthy share of the Buy Box. Many sellers are uneasy about going head-to-head with Amazon, but it is, in fact, possible to beat the e-commerce giant to the Buy Box. It can be accomplished by aiming to perfect at least one of these areas: better availability, faster shipping time, and a better/lower price. It is also common that Buy Box winners win the space with higher prices than their competitors – they simply maintain better performance metrics when it comes to availability or shipping. With all of this, it’s clear that pricing plays a massive role in maintaining consistent conversions once you have captured the Buy Box. It will become immensely monotonous and time-consuming to monitor the millions of price changes that occur daily across Amazon’s competitive landscape, so implementing an AI-driven repricer can help you maintain your Buy Box share at better prices and will free up time so that you can focus on other high-priority business goals.

4. Regularly monitor your customer reviews

An optimized product listing doesn’t end with product details. Customers rely heavily on reviews to determine if they are going to move forward with a purchase. Sellers should prioritize getting honest, positive reviews as frequently as possible, an exercise that will bring their page more traction and visibility. Products with good ratings (four stars or higher) make it to the top of Amazon’s search results more frequently, so it’s important to check in on your reviews in order to act upon any negative ones as soon as possible and demonstrate how your store prioritizes customer satisfaction. Keep the line of communication open with your customers so they know that you are approachable and fast-acting to turn any negative interaction around.

5. Increase brand awareness and customer loyalty

Differentiate yourself from your competitors by engaging with your customers and getting involved in their buying process to make it the most enjoyable experience. This will foster their trust and recurring engagement which will eventually transform into customer loyalty. For entrepreneurs and businesses partnering with Amazon via their third-party platform, they receive front-row access to Amazon’s dedicated and loyal Prime members and then need to put in the work to maintain the attention of that audience. Given Amazon’s massive amount of marketplace traffic, it is a great opportunity for brand-building and exposure. When selling products on Amazon, it is crucial for sellers to establish their own strategies according to their specific business goals – it is not one size fits all. They need to interweave their Buy Box strategies with their business goals so that these two variables can work together during daily business processes.

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