I love Amazon. Not as much as my wife. After 16 years of marriage, I am sure she feels a psychological need for the iconic brown box with blue Prime tape to be waiting for her on the porch when she pulls into the driveway.
I think it’s like a Christmas present for her every day. Or maybe it’s because I’m cheap and don’t buy gifts…na that can’t be it.
Before I became the stay-at-home parent, she would try to hide the boxes in the recycling before I got home.
As if I didn’t get a credit card notification every time a purchase went through. Silly rabbit tricks are for kids. I asked around and watched my neighbors' porches and came to find out it’s commonplace.
“168 million people in the U.S. pay for an Amazon Prime subscription.”—Oberlo.com Amazon Stats July 2023.
The Amazon trademarked “Buy now with 10-click®”.
That little button has cost me a fortune in at least two ways.
In today's article, I review the following:
If you've ever ventured into the exciting world of selling on Amazon, you're likely familiar with the term "Buy Box." If you haven’t or are new, it's that coveted spot where your product stands out, beckoning shoppers to click that magical "Add to Cart" button. But let's be honest, how much do you know about this enigmatic Buy Box? Is it really that important?
Imagine it's like trying to grasp the concept of gravity. We all sense its significance, even if we can't quite explain its physics. Today, I’m here to explore the Amazon Buy Box, unveil its secrets, and equip you with some tools to boost your chances of winning it.
Here is step 1: before you do anything else as a company with your own product, do this FIRST!
Did you go to the article? You didn’t, did you? Fine, you can read on, but you’ve been warned.
You're a shopper on Amazon, hurrying to complete your purchase. We’ve all been there scanning a product page, and there it is—the Buy Box, your shortcut to shopping nirvana.
That orange box on the right side of the page beckons you, whispering, "Add to Cart."
Like Robin Williams in “The Dead Poet Society,” whispering to his students Carpe diem.
It's Amazon's way of simplifying the buying process, showing you the best "deal" in a blink. B..u..y me ….n…o..w.
"Carpe diem. Seize the day." - Dead Poets Society
Intriguingly, over 90% of Amazon purchases begin with a click on the Buy Box. So, sellers, note this is no ordinary box; it's your gateway to success.
Here's the kicker: the Buy Box is one of many ways for customers to find your products. When you list eligible items on Amazon, shoppers can discover and buy them as long as they can be shipped to their doorstep. Cart-filling bliss has three avenues:
Amazon, being Amazon, selects the Featured Offer (a.k.a., the Buy Box) based on several factors like price, availability, and the shopper's shipping address.
So, the big question is, "How do you make your product eligible for the Amazon Buy Box?" Glad you asked! We've got your back:
✔ Status Check: Keep an eye on the Featured Offer (Buy Box) Eligible column to track your ASINs' status.
Amazon's marketplace is a vibrant jungle of sellers, from private label champs to wholesale wizards and even daring arbitrage adventurers. The Buy Box is the ultimate prize they all chase. As a private label seller, you've got the upper hand—you own the product, right? But if you're not claiming that Buy Box, it's time to raise a red flag!
In most cases, Amazon's Fulfillment by Amazon (FBA) trumps Fulfillment by Merchant (FBM).
Let's peek into Amazon's secret chamber of buy-box decisions. It all boils down to factors Amazon deems crucial:
Note: You can optimize your inventory management with Helium 10's nifty tool. From supplier orders to inventory updates, it's your all-in-one solution.
Have you spotted an Amazon listing without a Buy Box? It's like seeing a unicorn, right? Well, there's a reason behind it. Amazon might've found the same product cheaper outside its realm. It's like discovering a secret treasure map leading to lower prices.
Pro tips:
Want to see what this looks like? As of 10/21/23, my client’s product is experiencing this.
Why is this happening? Because my favorite client has it listed cheaper on Etsy. Derek, if you are reading this, don’t worry. We are still friends.
In the meantime, I’ve added a $3.00 coupon available for all Prime subscribers on the listing. My frustration is your savings. You are welcome!
Ironically, I caught this because I’m writing this article. Otherwise, it could have gone on for months. Adding this to the checklist.
In case you missed the live presentation because you are reading this later and I’ve fixed the issue, Here is what I mean by shadow banded Buy Box.
Amazon's Pricing Health page is your crystal ball into Buy Box eligibility, sales conversion, and pricing errors. It's like having a pricing mentor:
In just two clicks, you can embrace the Competitive Price Rule from the Pricing Health dashboard. It's your shortcut to Buy Box domination.
So there you have it, the Buy Box explored, and your roadmap to Amazon's Buy Box success laid out. Follow these steps and embrace the Buy Box magic; it's not rocket science; it's e-commerce enchantment. Happy selling!
Some of the links in this article may be affiliate links. The coupon is definitely mine. I may earn a small commission if you purchase through these links, but I only recommend products and services I genuinely believe in.
