Acquiring the Buy Box and achieving numerous sales are considerable milestones you shouldn’t take for granted. Retaining your spot in the Buy Box (now the Amazon Featured Offer) is a continuous task, especially in today’s digital landscape, teeming with ever-increasing competition.
In this article, we’ll cover the consequences of letting the Buy Box slip from your grasp and give you guidance on sustaining your spot. You’ll learn how to increase sales on Amazon after getting the Buy Box so that you can reap its benefits for as long as possible.
What is Amazon Buy Box (Featured Offer)?
For those with expertise in online selling, the Amazon Buy Box is a familiar term, but for others, let’s explain it once again. If you’ve ever bought anything from Amazon, you’ve definitely encountered the Buy Box. This button appears to the right on an item’s detail page, offering the essential “Add to Cart”/“Buy Now” options.
On Amazon, a single product may be offered by various merchants. Amazon collects offers of identical items from these merchants and picks a Buy Box recipient based on a set of criteria. The battle for this button is a tough one, with merchants going head-to-head in hopes of winning. All because shoppers tend to use the Buy Box for their purchases, making it a critical factor for achieving higher sales numbers.
Why the Lost Buy Box on Amazon Hurts Merchants
If you’ve already secured the “Add to Cart” button for your offers, you definitely know how to win the Buy Box on Amazon and recognize how much benefit and profit it brings. The Buy Box is not guaranteed forever — it’s a coveted spot that merchants vie for. Another merchant with a more appealing offer may take your place, as decided by Amazon’s algorithm. Sought-after items with numerous merchants often experience a rotation in their Buy Box spot, sometimes even sharing this prime spot with Amazon directly.
Losing this position sidelines your chance of getting a considerable number of sales. Besides, offers without the Buy Box are excluded from Sponsored Products ads, which limits the number of buyers finding and visiting your listing page. This dual blow can drastically diminish your revenue.
Tips for keeping Amazon Buy Box spot
While your offer sustains the Buy Box, you should capitalize on this opportunity to keep the enhanced visibility and sales surge on Amazon going forward. Let us assist you with tips on how to sustain and prolong your Amazon BuyBox standing.
Watch over Amazon Buy Box eligibility factors
To retain the Buy Box, you have to regularly practice the tactics and actions that initially earned you that spot. Sustain stellar customer satisfaction, monitor your account metrics diligently, and ensure your supply levels remain stable to prevent stockouts.
Going above and beyond is the key. If you redouble your efforts and commitment to secure your spot in the Buy Box, specifically in terms of refining the buying experience for your shoppers, the results won’t keep you waiting.
Keep your inventory well-stocked at all times
Amazon places a high premium on a merchant’s inventory volume when identifying the Buy Box eligibility. The platform actively tracks the stock levels of all FBA merchants, and if it notices that your stock has reached a point where order fulfillment may be compromised, this can lead to the lost Buy Box.
That’s why you should conduct frequent checks on your inventory quantities and keep a vigilant eye on your inventory reports. A recommended approach is to maintain a supply that covers at least 90 days of sales. Amazon deems this amount of inventory ample, and it should safeguard you from being disqualified from the BuyBox due to insufficient supply levels.
Refine your pricing strategy
Among the various elements influencing the BuyBox, competitive pricing is the most critical. Pricing is also the key to enhancing your profit margins once you’ve secured this privileged spot.
With the Buy Box in your corner, the buyers are more inclined to purchase from you, meaning you can command higher prices and amplify your profit per sale. Try experimenting with gradual price increases to determine the highest possible price. But if you aren’t cautious, you can easily go overboard, raising the pricing and losing the BuyBox as a result.
Thankfully, you can always employ a dynamic repricing strategy to maximize sales while in control of the Buy Box. M2E Amazon Repricer has recently refined its dedicated strategy aimed at helping you become the Buy Box winner and elevating your profits as long as you have the Buy Box.
You’ll only have a minimum set of configurations to complete, and the application will auto-adjust the prices of your B2B and B2C products within the thresholds you set to keep them at their optimal level.
Even when your offer secures the Buy Box, M2E Amazon Repricer will continuously tweak the pricing to prevent profit loss. Your price stays below the lowest rate submitted by competitors by the specified value. For instance, if you’ve indicated a $1 lower price than your competition and got the Buy Box, and a competitor raises their price by $2 after losing the Buy Box, the app will also raise yours by $2 to maintain a $1 advantage.
Maintain consistent pricing across all platforms
Amazon’s monitoring systems actively compare your item prices with those on other channels to prevent customers from finding better deals on competitor sites. A lower price found elsewhere can trigger a reaction from Amazon, meaning your Buy Box privilege may be revoked.
As a third-party seller, influencing price stabilization across multiple platforms may be challenging. If you represent the brand, however, you need to ensure that discounts offered on other websites are also extended to the Amazon site. Make sure to inform third-party merchants of your brand’s pricing policies and address any pricing discrepancies with merchants not adhering to your brand’s guidelines.
Monitor your Seller Feedback Score
Amazon’s Seller Feedback Score reflects buyers’ experiences with their order delivery, shopper satisfaction, and overall professionalism. If your score drops below a 90% positive rating over the past 30 days, Amazon may take away the Buy Box from you.
Keep a close eye on your feedback. If shoppers have left item reviews instead of merchant feedback, you can ask Amazon to remove these misplaced reviews. Furthermore, if complaints arise regarding the delivery of FBA items, report them to Amazon. As Amazon is accountable for FBA logistics, they will usually delete such feedback since it does not pertain to your direct service.
Summary
Focusing on securing the Buy Box is just the beginning. Your broader Amazon strategy should encompass proactive measures to safeguard your spot once you have the Buy Box in order to amplify your profit margins.
Keep in mind that Amazon continues to prioritize and elevate listings with higher sales in its search results. If you adhere to Amazon’s selling policies and focus on the health and competitiveness of your Amazon presence through dynamic repricing strategies, boosting your long-term prospects of retaining the Buy Box will be easier.
