Getting your share of the Amazon Buy Box is not an exact science, but these strategies can help. By focusing your attention on keeping your products Buy Box-eligible and expertly managing your inventory, you’ll have a better shot at getting your product in the Buy Box rotation. With the holiday season in full swing, you’ll want to do everything you can to maintain an edge over the competition. Q4 is a great opportunity to increase sales and build your brand. Don’t miss out by being unprepared! In this blog post, we’ll highlight five effective strategies for snagging the coveted Buy Box.
What is the Buy Box?
Sometimes referred to as the “Featured Offer,” the Buy Box is technically the “Add to Cart” and “Buy Now” buttons that allow buyers to skip the traditional shopping cart checkout process and go straight to one-click ordering. This is offered on each product detail page on Amazon, and it can be incredibly beneficial to your sales — especially during the busy holiday season when customers are trying to score a deal as quickly as possible!
From a seller’s perspective, having your product in the Buy Box is a great way to beat out of the competition. Once you have it, though, you’re not guaranteed to keep it — the Amazon Buy Box rotates between sellers. Based on a variety of criteria, Amazon picks which accounts will have the Buy Box, so you want to do everything in your power to earn it. Let’s talk about some of the best strategies.
Offer Fast Shipping
Gone are the days when consumers were willing to wait weeks for a purchase to arrive. Today’s customers want their items as fast as possible. Amazon shoppers are expecting to receive shipments within 24 hours — or less. There’s a lot of competition in the marketplace, so you don’t want to be the one seller who can’t meet that expectation.
One strategy is to offer your products through Amazon’s FBA program. You’re not required to do this, but being an FBA seller allows you to fulfill orders quickly, which can help you earn your piece of the Buy Box pie. Whatever route you choose, make fast shipping a priority.
Stay in Stock
You can’t sell anything if you run out of stock. Not only will this result in loss of revenue, but it could hurt your reputation as well. Even repeat customers will be forced to look elsewhere if you’re not carrying the product that they need, when they need it. As mentioned, modern shoppers aren’t willing to wait for shipments — and you shouldn’t expect them to.
If winning the Amazon Buy Box is a goal (and it should be!), you need a clear inventory management strategy. Build relationships and keep a close eye on your supply chain. This is important for many reasons, but it can also save you in a pinch. For example, if your order volume suddenly strikes, you might be able to fast track your orders if you’re on friendly terms with your suppliers.
Keep Your Pricing Competitive
Even if your products are priced fairly, prospective buyers will always be looking for a better deal. That’s the thing about Amazon — people can compare prices in seconds. It’s essential that you’re aware of what’s happening on the marketplace so that you can remain competitive.
With that being said, don’t undervalue your goods. Offering the lowest price isn’t a guarantee that you’ll win the Buy Box anyway! Instead, focus on developing a smart Amazon pricing strategy so that your prices are similar to other sellers. It’s a major undertaking, so you might find it helpful and time-saving to use an Amazon repricer to stay in the game.
If your products and prices are similar to those of your competitors, how can you stand out from the pack? By having a GREAT reputation! How do you accomplish that? By getting product reviews! When two Amazon listings are virtually identical, buyers will be more likely to purchase from the one that has positive feedback from customers.
Figuring out how to solicit feedback can be overwhelming, which is why many sellers rely on tools to help them create effective campaigns. In the end, building and maintaining a healthy Amazon seller reputation is worth it for three main reasons: it shows Amazon that you’re committed to providing excellent customer service, it gives buyers confidence in your products and it can give your ASINs a boost. All of those things can help you win — and keep — the Amazon Buy Box!
Maintain a Healthy Seller Account
Are you paying close attention to your seller account health? It doesn’t matter if you’ve been too busy to keep track of how you’re doing, because Amazon is always watching. The company is obsessed with making customers happy, so they closely monitor sellers to make sure they’re getting the job done.
To ensure that you’re meeting buyer expectations, Amazon looks at metrics such as Order Defect Rate, Cancellation Rate and Late Shipment Rate. Your performance will impact your ability to win the Buy Box — and why shouldn’t they? The sellers who go the extra mile are the ones who deserve it. Give yourself the best chance at getting a share of the Buy Box by keeping your account healthy and in good standing. Even if you don’t snag the Buy Box, your customers will notice!
Get Ahead of the Competition
By keeping your seller account healthy and committing to impeccable inventory management, fast shipping and competitive pricing, you put yourself in the best position to reap the rewards during Q4 and year round. Running an Amazon business takes a lot of effort, but are you investing your time and money wisely? Come up with a plan of action for snagging the Amazon buy box and follow through.
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Jeanne Croteau is a staff writer at eComEngine. She’s also a psychology professor and freelance writer with a keen interest in exploring the minds of online shoppers (including her own!). She loves hockey, cooking, running, and spending time with her husband and six children.