Of course, the most important goal for Amazon sellers is to get more sales, while the buy box is one of the most important factors that directly affect sales. The buy box is a small square in the upper right corner of the Amazon product page. The buttons for "Add to Cart" or "Buy Now" usually appear in the buy box, depending on your Amazon account settings.
The buy box is one of the most important topics for Amazon sellers, but it can also be confusing as Amazon does not reveal the algorithm that they allocate the buy box to the seller use, but sellers can still deduce some working principles of buy box.
Next, we will share with you 6 important facts about the Amazon buy box:
1、 70% -80% of Amazon sales are gererated through the buy box
This is a staggering number. This means that when a customer decides to buy a product on the product page, 70-80% of customers (which may be more on some products) will purchase from the seller who acquired the buy box. Most buyers do not click on "11 more new and used offers" at the bottom of the page to view more prices and sellers. Instead, they will simply click the "Add to Cart" yellow button. This is why all sellers want to get more buy box share.
2、 the seller will take turns to win buy box
Unless a product has the sole seller, otherwise, the seller can not always get the buy box. Amazon will rotate among all buy box eligible sellers. This rotation will depend on Amazon's algorithm, but it usually rotates among all sellers who has competitive prices, and usually rotates within a certain percentage of the current buy box's price.
3、the lowest price is not guaranteed to get buy box
Most consumers will naturally think that the product which has buy box has the lowest price, so most new sellers all think they have to match their own price with the lowest price to get the buy box, but that's not true. In some cases, the price of winning a buy box can be $ 1 to $ 2 higher than the lowest price, and on some items, even up to $ 5 more than the lowest price. The pricing strategy used by many new sellers is to set the price 1 pence or 5 cents below the lowest price, thinking that this price could be certainly to win the buy box. In fact, they get the same result when they priced above the lowest price. buy box is always in rotation, the lowest price does not necessarily guarantee buy box.
4、 Sometimes Amazon will determine who won the buy box be based on the location of inventory
Occasionally, Amazon does not determine who gets the buy box based on the seller's price, but rather the seller's location in the FBA warehouse. If the customer is on the west coast of the United States and is a Prime member, Amazon may show buyers a West Coast warehouse product in the buy box because it is a dollar cheaper than the one product in the East Coast, the Amazon Prime makes it easier to realize the promises of delivering within two days. Another buyer might be sitting in a Texas office and looking at the same product page at the same time, but he might see a different seller in the buy box, Because Amazon wants to ship directly from a warehouse in Texas.
5、 only new products could get buy box
If you sell used or recycled products, this product does not meet the requirement to get buy box. The exception to this rule is that for some media products, Amazon shows two buy boxes, one is for new and the other one is for second-hand.
6、 Sometimes Amazon's own products will share buy box with third-party sellers, but usually not
In most cases, if Amazon is the seller of a product, they will dominate the buy box. But sometimes, Amazon will also give the buy box to the much lower price sellers. This is usually because Amazon's inventory is sold out, and third-party sellers could get the buy box and start selling the product.