Amazon is the biggest marketplace on the digital platform, one may call it ‘the marketplace’ which rules the e-commerce world on the internet. Sellers and buyers flock the website, alike and if you are a seller on the Amazon, you must be aware you are not the only seller for the particular product type; there are about hundreds of sellers of similar product type. So, imagine the competition.
What can one do to beat the competition and move ahead in the number game? Well, Amazon comes ahead to solve this universal problem so that the sellers do not have to face problems on the website. Amazon gives its sellers many opportunities to have a better reach and visibility(provided, they are paid) and sell their wares and products at competitive pricing and profits.
One such sponsored ad facility that Amazon provides its sellers is the ‘Buy Box’. For all those unaware what a Buy Box is, it is the section that appears on the right-hand side of the product information page that allows the buyers to either move the chosen product to their cart or make a purchase instantly.
Why Buy Box?
Buy Box is, invariably, a pivotal tool for the sellers who are looking to sell their products and get higher profits using the Amazon marketplace. When a buyer moves the products from the product information page to his or her cart, they are planning to buy from a single seller, thereby, turning this into buy box winning for the seller. And the seller is the buy box winner if the buyer makes an instant purchase by clicking the ‘Buy Now’ button.
Since every seller has to comply with Amazon’s rules and policies, getting a place in the Buy Box is a clear indication that the seller is associated with Amazon’s policies. Buy Box, in simpler words, can either make or break the sales of the seller.
Who is eligible to get the Buy Box?
Anyone who has subscribed to the professional sponsored tools provided by the Amazon and is in compliance with Amazon’s policies is eligible to get the Buy Box on Amazon.
How to win the Buy Box?
Everyone speculates about the theory behind the Buy Box when, in reality, no one is really sure about the behind-the-scenes of the tool. Everyone wants to win the Buy Box but not everyone can do so. We have listed a few ways using which you can win the coveted Buy Box.
- Pricing is the key factor
Price of a product is what pulls the buyers more than the quality, or the features(granted they are important, but not so much as the price). Having competitive pricing on Amazon will help you in moving one step closer to winning the Buy Box. Keep up with the competitive pricing and also, keeping a check on the rivals’ pricing will help in keeping your pricing in control.
- Maintain the sellers’ rating
Sellers’ rating on Amazon is of critical importance which has a great impact on your winning the Buy Box. Speedy and efficient delivery, pricing, customer feedback and response, customer care, redressal to the grievances and most importantly, building a good reputation in the minds of the customers is what will help you in increasing the sellers’ ratings and in turn, increase your chances of winning the Buy Box.
- Keep the Order Defect Rate at the minimum
More the complaints and negative feedback from your buyers, lesser is the chance of you winning the Buy Box. Forget winning, you might lose the eligibility of the Buy Box on the whole if the ODR reaches 1%. This requires minimum to nil mistakes on your part and better customer satisfaction ratio.
However, one important factor to keep in mind is that nothing is stable and secure in the field of e-commerce platform and one mantra cannot work for everyone alike. Similarly, with the Buy Box, there are many uncertainties surrounding it. Simply keep up your good work, product quality, pricing, customer rapport, and fewer mistakes and you will have better chances of winning the Buy Box.