How to win the Amazon buy box

One of the most common questions a new seller asks us is 'what is the Amazon buy box and how do we win it consistently?'

What is the Amazon buy box?

The Amazon buy box is the white box on the ride side of the product details page where shoppers can click “Add to Cart” or “Buy Now.”

It has been proven that most of the users buy products through the Buy Box section, this is how it got its importance.

You can understand the importance of Amazon Buy Box with a figure that 80% of Amazon sales happen through the Buy Box. Therefore, every seller needs to learn how the Amazon buy box works and what to do to gain this coveted spot.

If you’re the seller represented in the buy box (at the bottom of the below image where it says sold by:), your product is the one that gets added to a shopper’s cart (and the others sellers competing on this listing to sell this item would lose the sale).

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How does Amazon algorithm work to choose Buy Box Winner?

In order to consistently win the Buy Box you should be looking to fulfil the following criteria:

To become eligible for the Amazon Buy Box you must be a subscription-based Professional Seller who possesses high levels of performance. We have found out the factors for eligibility of Amazon buy box (which are not directly listing related) can include:

• Low Order defect rate
• Reputable seniority on Amazon
• Overall rating and reviews of customers
• Seller performance complying with Amazon's terms of service.

To win the trust of Amazon if you are a new seller we highly recommend utilising Amazon's FBA service. Amazon takes care of the whole process, including customer service. This gives Amazon further peace of mind that they can keep customers happy and the process smooth. If you are not a subscriber of the Fulfilment by Amazon (FBA) service, then it can take a long time to win the Amazon Buy Box when competing against other trusted sellers. This is because Amazon is confused about your ability to fulfil product orders once you’re in the buy box. So the First Key to wining Amazon Buy Box space is the enrolment of Amazon FBA.

The second objective and most important is the overall performance. Amazon checks the seller's performance through price, fulfilment method, and seller ratings. If all these checks turn green you have more chances to win the Amazon buy box

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Short Tips to improve Amazon Buy Box eligibility

• Select the right fulfilment option (FBA)
• Make sure your product has the most competitive price
• Keep inventory levels high (within reason)
• The target for order defect rate is
• The Target for Return Dissatisfaction Rate is
• The target for Buyer-Seller Contact Metrics
• Keep response time under 24 hours

All these measures will help you to win Amazon Buy Box, if you need more guidance about how to win Amazon Buy Box you may contact us. B2C Consulting are always there to support your marketplace activities.