What is the Amazon Buy Box

The “Buy Box” is the box on a product detail page where customer starts the buying process by clicking “Add to Basket”  

A key reason for Amazon’s success is that the same product can be sold by multiple sellers, ensuring that prices remain competitive. Only one seller can be in the Buy Box position at any one time

Why winning the Buy Box is crucial

Around 90% of purchases on Amazon are made from the buy box

Therefore a seller will see a considerable increase whenever they own the Buy Box for a product with a good sales rank.

What is the criteria for winning the buy Box

Featured Merchant Status

Typically you need 3 months sales history, and good quality customer service to be a featured merchant. You can not win the Buy Box without being a featured merchant.

Competitive price

One of the key criteria in winning the buy box is maintaining a competitive price. It’s worth noting that you do not need to have the cheapest price. xSellco’s advance competition profiles and algorithm can help you win the buy box without having the cheapest price.

Customer feedback rating

You need to maintain a high customer feedback rating. Ways to hep with this include:

Solicit feedback on orders after they have been despatched (ensure you leave enough time for the order to have been delivered)

Review all neutral and negative feedback.

If the feedback is focussed on the product purchased (e.g. the buyer didn’t like the colour) rather than about your service, you can request to have the feedback removed via a seller central case

xSellco’s CRM module brings in all Neutral and negative feedback, meaning you can easily and quickly identify unwarranted feedback for removal.

Order defect rate

Amazon require that less than 1% of your orders contain a ‘defect’

A defect is classified as an order which:

  • Gets negative feedback
  • A-to-Z Guarantee claim
  • Service credit card chargeback

Cancellation rate

Amazon require that less than 2.5% of orders are cancelled before despatch by the seller

This means it is very important to maintain stock on items you are selling and avoid overselling

Late despatch rate

Amazon require that less than 4% of your orders are classified as having been despatched late.

The late dispatch rate is the number of orders with a shipment confirmation that is overdue by 3 (or more) days divided by the number of orders in the time period of interest.

xSellco’s CRM module measures your on time despatch performance

Why you should use xSellco’s automated intelligent repricing service

  • You will win more Buy Box, and increase sales
  • You can be up and running in less than 15 minutes
  • We continuously monitor your competitors 24 hours a day, freeing up your time to focus on other areas of your business
  • Avoid the race to the bottom. Intelligent pricing strategies mean you can price above competitors and still win the buy box
  • Prevents you from selling too low by having a “floor price”
  • Reacts instantly to any changes to your competitors
  • Prices up in many circumstances, increasing your margins. For example where a competitor runs out of stock
  • Allows you to have higher prices than competitors and still win the buy box. For example where you use FBA competing against Merchant Fulfilled listings, xSellco allows you to price above your competitors while still winning the buy box.