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

1. Optimize keywords, titles, and product detail pages

As more and more competition enters the marketplace, Amazon 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, though, customers need to be able to easily find them while searching on Amazon. In general, it is important to insert as many relevant keywords and search terms with your product detail pages as possible in order to optimize for visibility, relevance, and conversions. 

In particular, the title of your product listing plays an integral role in  catching the attention of a prospective buyer browsing through search results or visiting your product listing.

For optimal product title length, Amazon recommends fewer than 80 characters. However, character limits may vary based on product category or fulfillment style, with FBA product titles, for example, having a 200-character limit. Additionally, Amazon suggests capitalizing the first letter of each word in a title except for prepositions, conjunctions, or articles, as well as avoiding using all caps or your merchant name. 

It is also crucial that the title contains information such as brand, product line, color, size, material or key feature, and packaging or quantity. Make sure to organize these aspects of your product 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. 

Overall, it is important to avoid “keyword stuffing” — or filling your product titles with so many keywords that it detracts from the shopper’s understanding of your product. If the title feels unnatural when reading it, a customer might stray away from your product listing because it sounds confusing, does not 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 detail 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.

3. Automate repricing strategies with best-in-class technology

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. 

Amazon sellers can ensure that their prices are always being optimized in real time based on key operational data by using an algorithmic repricing solution like Feedvisor’s award-winning platform, which uses “AI-driven” technology to continuously drive demand and profit. 

However, repricing technology is not only for competitive Buy Box sellers. Dynamic pricing also plays a critical role for private labels and brands who already own the Buy Box but must account for other factors that impact the demand and prices of their products. 

For example, Feedvisor’s ProductSphere™ pricing technology helps brands and private labels avoid missing out on the profit potential of dynamically adjusting prices on a more active and informed basis rather than  making manual adjustments based on gut instinct just once a month or quarter. 

Using machine-learning technology, ProductSphere™ maps their direct and indirect competition, identifying competing, complimentary, and substitute products that impact their item’s demand and sales, even though they are not directly competing for the Buy Box. 

Additionally, by leveraging dynamic pricing technology, private labels and brands can increase market share, optimize sales rank, and automate product pricing processes across their entire inventory while finding the right balance between revenue and profit.

Another aspect that makes some sellers uneasy is going head-to-head with Amazon. However, it is, in fact, possible to beat the e-commerce giant to the Buy Box, and can be accomplished by aiming to perfect at least one of these areas: more product availability, faster shipping time, and a better price. 

It is also common that Buy Box winners will capture the space despite having higher prices than their competitors — they simply maintain better performance metrics when it comes to availability or shipping. With all of this in mind, it is clear that pricing plays a massive role in maintaining consistent conversions once you have captured the Buy Box. 

Since it can become immensely monotonous and time-consuming to monitor the millions of price changes that occur daily across Amazon’s competitive landscape, implementing an AI-driven repricer like Feedvisor can help you maximize and maintain your Buy Box share at better prices and while freeing up time for you to focus on other high-priority business goals.

Increase Sales and Profit With The Most Advanced Repricing Platform, Free for 30 Days

5. Grow 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. 

Amazon recently unveiled its Manage Your Customer Engagement tool, which gives shoppers the ability to opt-in to your brand promotions by selecting a follow button located on your storefront, Amazon Live videos, and other areas. This new feature is great for brands, as they can now send promotional emails directly to consumers who choose to follow them, thus fostering more brand awareness and 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.