Losing Amazon’s Buy Box
Now pricing issues that can cause you to lose the buy box boils down to three things, promotions, competitive pricing on Amazon and competitive pricing off of Amazon. Naturally a promotional price offer will kick you out of the buy box because that price is less than what you are currently selling the product for.show more
It is important to note here that when we talk about promotions, we are not talking about coupons or vouchers. We are essentially talking about lightning deals, best deals, deal of the day warehouse deals. Prime exclusive discounts, etc. Basically, anything where a promotion is due to a percentage discount on a product, buy your time until the promotion has run its course, and you should be right back in the saddle and winning that buy box provided none of their four mentioned or next mentioned issues aren’t contributing to you falling out of the settle and losing the buy box.
Another thing that can and has happened is if your product was priced lower for a temporary sale or promotion, and then goes back to its normal price, Amazon’s automated algorithm may look at that pricing history and mistakenly determine that the current price is uncompetitive.
This is likely to occur if you’re the only seller, for example, the brand seller for an item. If you run a sale on your item for a little while, then set it back to the original price. The sale price sets a precedent that causes you to lose the buy box. If you run a promotion use Amazon’s built in promotion options to allow customers to redeem a coupon, which can be displayed on the product listing page for instant redemption rather than manually lowering the price on the product it self.
Also be sure to leave the list price on the product, then there is competitive pricing on Amazon. This makes sense, right? If there are three other sellers on Amazon and one of them is selling your product for less than you and the other seller that seller with the lower price is going to win the buy box.
You can fix this by selecting match low price or match price on your catalog, listing seller central or amending your price or MSRP on your listing on vendor central. For more information on how to amend pricing for your products. Check out our vendor central catalog management course, or master managing a cell essential catalog course.
And then of course there is now competitive pricing off of Amazon. Yep, it’s not enough for you to be selling your product at the cheapest on Amazon. You have to be beating everyone else, selling your product on any other little eCommerce store. No matter how small it could literally be a garage business, but it will cause you to lose the buy box.
In fact, that little business selling your product at a ridiculously low rate on some little known online. Could actually cause the entire buy box to be removed from the product listing altogether on Amazon, because none of the sellers on Amazon can afford to sell the product at that price. But how on earth are you supposed to know whether the reason you are losing the buy box is due to some random seller selling your product at some cheaper price on some small little online store that has help you from the manage inventory tab.
Located under the inventory tab on the top menu of seller central or from the brand dashboard page located under the performance tab on the top of vendor central select brand health on either these pages. Here you will see what lowest price your product is selling for is causing the drama on Amazon’s buy box search for the product skew or UPC on Google, along with that low price and locate that online store that same lowest price.
No one gets the buy box. If everyone is selling at the same higher price on Amazon, but doesn’t match the price on that other little online store or oftentimes that enormous conglomerates, other than Amazon based practice here, if you are the actual supplier or manufacturer or brand is to reach out to this retailer and ask them nicely to up the price of the product to at least match that of Amazon’s or your MSRP or just stop supplying them if they refuse. Alternatively, if you don’t run it a loss. You can always amend your product’s price to the lowest price indicated off of Amazon.