Did you know that 83% of all Amazon sales happen through the Buy Box and even more on mobile? Consequently, if you’re not in the Buy Box, your chances of making a sale are pretty slim.
If you want to increase your Amazon sales, winning the buy box on the product detail page is pivotal. Retailers featured on Amazon’s buy box sell more products.
For a seller to be eligible for the Buy Box, they must meet a set of performance-based requirements including order defect rate, customer shopping experience, time and experience on the Amazon selling platform, and status as a professional seller. If multiple sellers meet the eligibility requirements, then Amazon compares these sellers on metrics including pricing, availability, fulfillment options, and customer service and decides on a winner.
Order defect rate
Delivered on-time rate
Inventory depth/sales volume
Late shipment rate
Cancellation and refund rate
Valid tracking rate
Customer response time
- Amazon doesn’t share the Buy Box – Although Amazon often wins the Buy Box on listings that it sells on, third-party sellers can win a share of it.
- The lowest price always wins the Amazon Buy Box – Price is a major factor in the Buy Box algorithm but not the only one, e.g. fulfillment method.
- You can keep the Buy Box to yourself – No one is guaranteed exclusive access to Amazon’s Buy Box. Other merchants can appear at any time.
- You need to turn Buy Box eligibility on – Amazon decides if you’re eligible for the Buy Box, not you.