Losing Amazon’s Buy Box
Transcription
Before we discuss what it means to win or lose the buy box. Let’s explain what the buy box actually is. When a customer clicks through on a product listing, they go through to the product page. Now, if a seller has won the buy box, there will be an actual box in the top right side of the product page with the buttons add to cart.
show moreAnd buy now. So if you are the seller who has won the buy box, then it is your product shipping from your account to the customer and for which you will be paid when the customer clicks on the add to cart or buy now button, you essentially won the sale by winning that little box. If you lose the buy box, it simply means that someone else’s product was bought by the customer.
You essentially lost the sale. So this is why it is quite important that you win that buy box, that it is your product that is sold to the customer. So that Amazon pays you for the sale. When a customer clicks add to cart, the seller with the best price and performance will usually be the one to have their product added to the customer’s cart.
The buy now button below the add to cart button is the most direct path to a purchase on Amazon requiring the fewest clicks on the part of customers to make a sale. Some products do not have the buy box at all on the page when no one is winning the buy box. Amazon removes the ad to cart button from your listing and displays the, see all buying options button instead.
Another thing to add, which is a huge downer, is that listings without a buy box, do not get shown in sponsored products, ads. So in addition to a lower conversion rate, you also get less traffic to your listing. If the buy box is missing. Obviously as so many e-commerce stores have that add to cart button by the product.
It seems very odd to customers. When that button doesn’t appear on a product page on Amazon, they may find it too much trouble to go through the options or consider the product a little unimportant and therefore look for a similar product that does have that little add to card button on the product page.
But why does this happen? Why do you end up using the buy box? Well, that’s what we are here to discover in the coming videos. We will look at the main culprits for a lost buy box. These being fulfillment options on seller and vendor central accounts, prime eligibilities, sales volumes, and seller ratings, listing issues, and finally pricing issues.