Resources - Playbooks

The Amazon Buy Box Playbook for Brands

The Amazon Buy Box has different implications for brands than it does for sellers. Uncover the differences and how to maximize brand awareness on Amazon. By Catie Grasso February 12, 2019
The Amazon Buy Box Playbook for Brands

The Amazon Buy Box carries different weight for brands than it does for traditional third-party sellers operating on the marketplace. The implications of the Buy Box vary by type of selling model the brand has — first-party (1P), third-party (3P), or hybrid (brands who are selling both wholesale to Amazon via 1P, as well as on the 3P marketplace).

In The Amazon Buy Box Playbook for Brands, we highlight and distinguish the different selling strategies amongst brands on Amazon, particularly with how they approach the Buy Box. Given that first-party brands sell directly to Amazon via a wholesale partnership and their products are shipped from and sold by amazon.com directly to the end user, they have a different perspective on the Buy Box than a brand with its own third-party storefront.

Catie Grasso
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.

What Will You Discover in the Playbook?

  • The role the Buy Box plays in the selling strategies of both first-party and third-party brands
  • Specific ways that brands with a third-party store can effectively navigate Buy Box suppression
  • A consolidated overview of how the Buy Box works, requirements to win, and the variables that impact Amazon’s Buy Box algorithm

For first-party brands that sell products to Amazon via purchase orders on Vendor Central, we have included best practices to help solidify brand reputation and drive performance and search placement. For brands and their authorized resellers on the third-party marketplace, we have outlined the strict customer performance metrics that should be adhered to in order to maximize Buy Box share.

Although a brand’s relationship with the Buy Box differs based on its selling model, it is important to know and understand the various ways that the Buy Box influences consumer conversion, as well as general practices to enhance brand awareness and increase shopper loyalty.

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