The Buy Box is the box you can find on the right of the product detail page, where customers can add the product to the shopping cart and begin the purchasing process.
As we all know Amazon is full of competition and Sellers that offer the same products, but not everyone is eligible for the buy box. And, in order to be eligible to compete for this buy box, sellers must meet the performance requirements, have excellent seller’s metrics, and offer delivery to specific addresses
For many Sellers, buy box placement can lead to increased sales.
If you are a Fulfillment by Amazon (FBA) Seller, you are automatically eligible. If you are not, then you must meet these requirements:
Becoming eligible for the Buy Box doesn’t mean that you will win it. So, to increase the chances of obtaining it, you should follow these guidelines:
You need to consider both the price of the product and the shipping. Also, having the lowest price does not guarantee the victory of the buy box.
You can go to the Manage Pricing page to find the winning offer on the Buy Box Price column, even If it is not yours.
You can see the Pricing Dashboard for real-time data about your prices and how they compare to other offers.
You can review your business prices, which can be lower than your consumer prices.
At this point, you can manage your prices depending on these factors.
You need to make sure you have stock available. If you do not have stock for a product, you can’t win the Buy Box.
Update your inventory continuously and make sure that customers can’t place orders if you do not have enough stock. You should plan your stocking based on how quickly the items sell.
With Amazon Selling Coach you can find out immediately when you have low and out-of-stock items as it lets you know in real-time.
Sellers who offer free shipping and faster shipping options are more likely to win the buy box. You can look up the available shipping option in Shipping Settings.
Amazon measures customer service in several different ways and you can check them on your Account Health, to see how you’re doing. Metrics that weigh heavily when considering the Buy Box status are “Order Defect Rate”, “Cancellation Rate”, and “Late Shipment Rate”.
There are other effective ways to sell on Amazon, winning the buy box isn’t the only one.
You can find the other sellers' options right under the Buy Box. It is a listing of up to three selected products, that must meet the "buy box" requirements listed above.
On this page, there is a list of the sellers who sell a particular product and their offerings are displayed in order of Landed Price (Price + Shipping).
Even though these options aren’t as profitable as the Buy Box, they will still give you visibility and credibility.
More and more customers tend to shop on Amazon via mobile.
On Mobile devices, the buy box is even more important because it features directly under the product image.
Customers do not meet any other distraction as there is no “Offer Listing Page” in their line of sight. Only the name of the buy box winner is displayed.