Our helpline is abuzz with the issue of Buy Box winning and eligibility. As the topic continues to be one of Amazon’s best-guarded secrets, we thought we’d share with you our own perspective on the matter, as well as some tips to help you win this coveted prize.
Keep on reading to find out what more you could do to be in the spotlight.
Here at SellerEngine, we come across Buy Box related questions often. With so many of our clients and readers in search of that one and only, universal strategy or formula, we thought it best to start a series on facts for you to relate to.
How the Buyer Thinks
It is essential to understand not only the seller’s but also the buyer’s perspective. To do so, start with the first link in the buying-selling chain: the buyer. If you were an Amazon buyer looking for, say, a new Samsung S5, you’d simply search for it on Amazon, and it would show up like this:
Having read the description and checked that the price matches your budget, you’re now just one click away from purchasing it. You will most likely not check the name of the one who is selling it, as long as the product itself meets your price criteria and preferences, and you’ll click that ‘Add to Cart’ button.
But let’s imagine the following scenario: you have once bought an expensive item like the one above using the Buy Box directly, only to discover that it was not in mint condition, the delivery was late, or even worse, your order was cancelled. How will Amazon prevent this from happening again?
Since Amazon’s policy is to put their buyer’s experience first and foremost, they have put in place a set of Buy Box eligibility criteria for sellers.
How the Seller Thinks
That small box that gives the Amazon customer the option to buy in a second is worth its virtual weight in gold!
The question that is on every seller’s mind is: ‘How will I win the Buy Box?’ The Buy Box winning algorithm is carefully guarded by Amazon, and not disclosed for obvious reasons. As mentioned above, there are some prerequisites for Amazon to even consider you for the Buy Box:
You’ll notice that there are 13 other sellers offering the same item in the same (new) condition.
The Solution
Assuming you meet the above criteria, the overhyped notion of PRICE or pricing strategy has some ‘secrets’ you might not be aware of.
Our years of research and experience with sellers on Amazon have taught us a few things when it comes to pricing, namely that this is what it all boils down to in the end, but as Sellery will show you, there are 5 facts to consider:
Stay tuned for our next post, where we’ll share graphs for each of the ‘5 Facts’ above, as well as strategies that you can implement using our repricing software, Sellery, to win the Buy Box. We believe that a well-informed Amazon seller is a top performing one, and we aim to share whatever knowledge we’ve gained thus far to empower all sellers in achieving their business goals.
Melanie takes an active interest in all things Amazon. She keeps an eye on the latest developments, and keeps Amazon sellers up to speed