5 Factors that Influence the Buy Box for Amazon

What is a Buy Box?

To simplify the platform, Amazon maintains just one product detail page per product. This means one EAN equals one ASIN. All sellers offering the same product are linked to this page, competing for the coveted Buy Box in the shopping cart section. The key point here is that most sales occur through this box. Suppliers failing to secure a position here risk losing valuable sales opportunities.

Buy Box Eligibility

Amazon's Buy Box algorithm, similar to its A9 search algorithm, is shrouded in secrecy. While there's no easy answer to its workings, several key factors influence Buy Box eligibility.

1/ You must be a Professional Seller paying for a subscription

2/ You must have an Order Defect Rate (ODR) that is lower than 1%. This is a key metric on Amazon and is mainly affected by:

1. Credit card chargebacks
2. A-Z claims
3. Negative feedback

3/ You must have a feedback score of 97% or higher, which encompasses Seller Ratings and Seller Feedback.

4/ The quality of customer service significantly impacts Buy Box eligibility. Providing excellent customer service increases your likelihood of winning the Buy Box. Amazon assesses your customer service quality through customer reviews and the number of A-Z claims filed against you, which can negatively affect your Buy Box eligibility.

5/ The duration of your presence on Amazon also plays a significant role. Amazon views sellers similar to how people perceive wine. Older wines are often considered better due to the time they've had to develop flavors from tannins and oak barrels. Similarly, Amazon values sellers who have been on the platform longer, believing they have more experience in customer service and are more reliable in supplying inventory. While there's no specific threshold, longevity on the platform certainly helps.

Pro tip: New sellers who opt out of Fulfillment By Amazon (FBA) may experience a delay in their products appearing in the Buy Box. This is because Amazon prioritizes sellers who can reliably fulfill orders. If you're a new seller eager to appear in the Buy Box quickly, consider using FBA for expedited access.

How to win the Buy Box?

We have finally reached the question of questions, the holy grail of Amazon selling!

1/ Technically Enable It

Go to Manage Inventory, then Preferences, then Buy Box Eligible, and then click ‘Yes’. Unless you technically enable the Buy Box, you will never be eligible for it.

2/ Attention to the Top Two

After enabling the Buy Box, prioritize Price and Fulfillment, as they are the two most crucial factors for Amazon's Buy Box algorithm. While offering the best price is essential, ensuring reliable order fulfillment is equally important. Considering Fulfillment By Amazon (FBA) is recommended for all sellers, as it significantly improves Buy Box chances. However, in highly competitive scenarios, other metrics may gain importance when Price and Fulfillment are already optimized by most vendors.

3/ Total Pricing and Shipping

In addition to product pricing, sellers must consider factors like shipping, handling, and packaging to ensure competitiveness. Offering a competitive subtotal price, including free shipping where possible, aligns with the Amazon Prime standard. While competing with Amazon on pricing is generally inadvisable due to their pricing advantage, focusing on categories where Amazon isn't the primary competition increases Buy Box-winning opportunities.

4/ Seller Ratings

Amazon prioritizes excellent customer service alongside competitive pricing. If using Fulfillment By Amazon (FBA), Amazon handles shipping, handling, and customer service. However, for independent fulfillment, key metrics to monitor include:

1. Order Defect Rate (<1%): Minimize A-Z claims, Negative Feedback Rate (<5%), and chargeback rate.
2. Return Dissatisfaction Rate (<10%): Minimize Late Response rates and Negative Return Feedback.
3. Buyer-Seller Rate (<25%): Respond to inquiries within 24 hours and maintain a Late Response rate of <10%.
4. Pre-Fulfillment Cancel Rate (<2.5%) and Late Shipment Rate (<4%).
5. Valid Tracking Rate (>90%) and Items Delivered on Time (>97%).

5/ Stock Levels

To compete for the Buy Box, maintain sufficient stock levels compared to competitors. Inadequate stock can disadvantage you in the Buy Box competition. Regularly update inventory levels on Amazon and consider multi-channel stocking services for synchronization across platforms. When using FBA, note that Amazon only registers inventory upon reaching fulfillment centers, so send out inventory early to avoid delays.

Closing Thoughts

By now, you've gained a comprehensive understanding of the Buy Box, its mechanisms, and how to secure it for yourself. However, remember that owning the Buy Box is akin to leasing stadium seats for a brief period—it's always evolving! It's subject to constant change, and much of your success in winning it depends on your actions. While there may be more skilled players and teams out there, focus on your journey to success rather than comparing yourself to others.?