If you’re new to selling on Amazon, you may be overwhelmed by the language Amazon and its seller community use. Of all the terms you’ll likely become familiar with over time, buy box is the single most important term you should understand if you’re really interested in doing some serious selling on Amazon.
Some common questions related to buying box include: what is amazon buy box what are buy box rules what is the buy box algorithm how do win the buy box
That’s why we decided that in this blog article, we’ll try to explain what Buy Box is, why it’s so important in the world of Amazon selling, how it affects your sales, and how to apply it to your products.
So, let’s dive in.
What is an Amazon buy box?
The buy box is the small white area next to the product description where your shoppers have the options to “Buy Now” and “Add to Cart.”
So, what does a product without a shopping box look like?
How does this affect your Amazon sales?
According to Amazon, more than 80% of sales on Amazon happen through Buy Box. This goes to a much higher level in the case of mobile devices. And it seems like a no brainier because the buyer has to go through one more step of “see more offers” before making a purchase in case your products don’t have a buy box. So when you don’t have a buy box, your chances of getting a great sale on Amazon are nil.
How to win/get Amazon Buy Box?
Well, [becoming eligible for the Amazon buy box] and winning the buy box are two different things. Let’s first talk about getting buy boxes on your products and leave “Winning buy boxes” for another day.
So, by now you must have understood the role of Amazon Buy Box in increasing sales on Amazon. Some sellers never receive the buy box while others receive it much earlier. After years of expertise in Amazon account management, we’ve figured out the parameters that affect the buy box.
So, let’s determine some of the factors, working on which can help you get the Amazon buy box:
Views and Sessions: Products with higher visibility (reflected by page views and sessions in the business reports) are more likely to get a buy box. Buy box and product visibility are highly interrelated. Having more product visibility gives it a buy box which in turn increases visibility (thereby increasing sales). So work on increasing your product views and sessions.
Seller Performance Metrics: One of the most obvious ways to excel on Amazon is to consistently excel on performance metrics. But as far as buy boxes are concerned, the most important parameters that you should keep a close eye on are:
ODR (Order Defect Rate): Yes, quite predictably, this parameter plays a very important role in getting as well as getting by the box. Being based on customer feedback, A-to-Z claims, and chargebacks, they are an indication of customer satisfaction with your products. So, if your ODR is increasing, most likely you will lose the buy box. Beware!
QCR stands for Quality Complaint Rate. This parameter was recently introduced as a performance metric by Amazon. It’s also the most important metric in determining whether you’re eligible for the Buy Box on your products. Calculates the % age of orders that were returned by buyers due to quality issues. You can avoid a high QCR by building your catalog correctly.
Customer shopping experience offered on an item: Your chances of getting a shopping box go up significantly when you make changes to your shipping times and delivery options. When you provide 24/7 customer service, you contribute to the overall Amazon customer experience. This makes Amazon customers happy and in return, Amazon rewards you with Buy Box. This factor is automatically taken care of when you enroll for FBA (Fulfillment by Amazon). Also, the number of successful orders placed (without returns/refunds) is an indication of a great customer experience that can help you get your shopping box quicker.
Competitive Pricing: Whether it is about winning an amazon buy box or getting a buy box, it is important that your products are priced competitively. You can also lose buy boxes if you’ve priced your products too high above the average price over time.
Selling branded items: When you sell under your own brand, you’re more likely to have an Amazon buy box on your products. But you must make sure that you are taking utmost care in creating a great catalog by putting the correct title, description, and category. Not working on your catalog can confuse your buyers and this can have very devastating effects on your seller performance metrics (covered in point number 3), leading to a zero-buy box.
While we have outlined a few parameters, there are a plethora of other factors. Trust us, this is just the tip of the iceberg.