University - Winning the Buy Box

Amazon Buy Box Percentage Explained

What Is the Amazon Buy Box?

Many Amazon sellers mistakenly think that there is only one Buy Box winner at any given time. However, when we talk about a Buy Box winner, we mean someone who has won a certain percentage or share of the Buy Box.

How Does the Buy Box Percentage Work?

In most cases, Amazon does not give the Buy Box to only one winner, but rather shares or rotates it between a few sellers. Each seller’s share of the Buy Box is determined by many different variables. To find out which variables really matter when it comes to winning the Buy Box, see Feedvisor’s Buy Box Bible.

The more popular your item is, the more likely that you’ll need to share the Buy Box with other sellers. Whereas if your item has little competition, it’s less likely that you’ll to need to share the Buy Box. This is one of the reasons that the scouting tactic of researching items with little or no competition has weathered the test of time and is used by sellers of all sizes – there’s a large chance that you’ll be able to “own” the Buy Box.

Examples of the Buy Box Percentage

If ten perfectly equal sellers are all competing for the Buy Box, they might each win 10%. This means that for 10% of the day, this seller has their product offering shown in the Buy Box.

On the other hand, a higher performing seller could have 70% of the Buy Box, an average seller could have 20%, and a lower performing seller could have 10%. All three of these sellers have “won” the Buy Box.

How Does This Affect the Customer?

Buy Box rotations are hidden from the customer, as Amazon uses cookies to ensure that each customer sees only one Buy Box winner per hour.

If a customer searches Amazon for a specific product and sees a particular seller’s offering in the Buy Box and then returns to the same product page half an hour later, they will see the same seller. If they return a couple of hours later, however, they might see a different seller.

If they place the item in the shopping cart, and return to it sometime later, the item offering will be from the same seller. However, the price of the product may have changed, in which case Amazon will notify the customer.

The Performance Metrics Exception

If, for whatever reason, the Buy Box winner’s performance metrics change, Amazon may rotate the Buy Box to a different seller, even before the one hour time period is up. It’s important for Amazon sellers to constantly be aware of their performance standings and ensure that their account health is up to par.

Feedvisor’s Buy Box Bible has become the favorite resource for Amazon sellers aiming to secure the Buy Box. Get your free copy now!

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