![]() The amount of time a seller takes to ship an item is known as the shipping time. If your seller performance is higher than your competition for a product, you may be able to raise your price and still get your share of the Buy Box. Whilst having a lower price will increase your chances of winning a share of the Buy Box, it is only one of the criteria for it, albeit, an important one. It’s important to take these things into consideration when pricing your products.Ī common misconception is that sellers who have the lowest price think they will win the Buy Box. There are two prices on Amazon, the price you list an item and the landed price which includes shipping and VAT (UK and EU only). Related: Amazon Fulfilment Options: FBA Vs FBM 2. ![]() Sellers who wish to enrol in the Seller-Fulfilled Prime program must have strong performance metrics and a proven record of meeting customers’ expectations. Sellers enrolled in Seller-Fulfilled Prime will have a greater chance of winning the Buy Box than FBA sellers. This is of particular interest to sellers of heavy goods as they can make savings on shipping. However, in 2015 Amazon introduced Seller-Fulfilled Prime which allows FBM sellers to reach Amazon Prime members without housing the goods in Amazon’s fulfilment centre. This makes it highly unlikely for merchants to beat FBA sellers. Fulfilment method – Very importantįulfilment is probably the most important variable considered by Amazon.įulfilment can now be done in three ways, through FBA (Fulfilment by Amazon), FBM (Fulfilment by Merchant) or Seller-Fulfilled Prime (SFP).Īmazon gives FBA a perfect score for multiple variables including shipping method, on-time delivery and inventory depth. How Do I Get the Buy Box on Amazon?Įxcelling in all of these factors thus delivering an outstanding customer experience is the best way to win a share of the Buy Box. Whilst, Amazon doesn’t disclose the specific performance metrics for the Buy Box, we can divulge a list of the most likely factors, which vary in importance, which Amazon considers before awarding sellers the much-coveted Buy Box. Not all sellers are eligible to win the Buy Box.Īmazon no longer awards the Buy Box to one seller but instead rotates the Buy Box between multiple sellers. It then evaluates each offer on the basis of seller history, price and many other variables (more on those later).Īfter carrying out the analysis, Amazon rewards the Buy Box to what it deems as the best buying options for its customers. The Buy Box algorithm starts by analysing each offer by all the sellers of the product. Amazon does share the Buy Box with third-party sellers but usually, it doesn’t.The Buy Box is only for items in new condition.The Buy Box price is not always the lowest price on Amazon. Having the lowest price does not guarantee the Buy Box.The Buy Box rotates between sellers who have Buy Box Eligiblility and are competitively priced.83% of Amazon sales come from the Buy Box so all Amazon sellers will want to get a share of it.So, with an estimated 83% of Amazon sales (more for mobile sales), going to the Box winner, it’s vital for sellers to know how the Buy Box works and what they can do to win a share of it. When a buyer selects, “Add to Cart”, the seller who has the Buy Box at that moment in time (the Buy Box winner rotates but more about that later), gets that all-important sale.Ī Buy Box on Amazon allows customers to make a quick purchase without considering who they are buying from (Amazon or a third-party seller).Īmazon’s net revenue sales have grown steadily in the last ten years reaching over $502 billion in 2022 with over $416 billion worth of sales coming through the Buy Box-WOW! (Source: Statista). There are two types of sellers on Amazon, Amazon itself, and third-party sellers.įor the majority of items, there will be a number of buying options for the buyer.
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