Seeing is believing: Case studies
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Amazon presents shoppers with endless options. However, most of the time, people only see a few of those many options on offer. Why? Because nearly all consumers buy items featured in the Amazon Buy Box. The fact that there are more choices is often not considered. That’s why, as a seller, you want the Buy Box of the products you sell. However, you don’t just get easy access to it. You have to win it.
What is the Amazon Buy Box?
If you sell your products on marketplaces, you are most likely competing with multiple sellers who offer similar items. Therefore, you share a product page with those sellers. As a result, there is a buying block or so-called ‘Buy Box’ on every Amazon product page. This refers to the white box on the right side of the Amazon product detail page, where customers can add items for purchase to their cart. Only one seller is eligible to win the Amazon Buy Box.
The good news is that you don’t have to aim to be the top dog. Amazon’s algorithm is programmed to choose up to three eligible sellers listed under “more buying choices” on product pages. But if you’re not in the top three, you can only be found if customers click on the “New and used” option under “more buying options”. Again, this significantly lowers your shot at snagging a sale.
Prioritize customer satisfaction
Winning the Amazon Buy Box is a challenge but certainly not impossible. Remember that it’s unlikely that you will win the Buy Box 100% of the time. This is because Amazon rotates through the top sellers. For example, a top-ranking seller may be in control of the Buy Box 75% of the day and a slightly lower-ranking seller only 25% of the day.
Amazon aims to provide consumers with the best value for their money. To be in control of the Buy Box, you need to have strong performance metrics. So, rather than focusing on one element, focus on multiple aspects such as:
- Fast delivery
- High-quality items (few defects)
- Lots of customer reviews
- High product rating
- Excellent customer service
Customer satisfaction dictates your competitive position as a seller. Therefore, aim to interact and nurture your client relationships. For example, respond to reviews even if they are negative, as this will impact your chances of winning the Buy Box.
Offer competitive prices
Amazon’s proposition is built upon offering shoppers the best products at the lowest price. So to win the Buy Box, you must strike a balance between offering high-quality items at competitive rates. To do this, it’s essential to be on top of pricing trends to maximize your returns. For example, suppose an article you offer suddenly rises in popularity and price; following that market trend by raising your prices helps you stay competitive.
You can keep an eye on price trends manually by checking the competition regularly. But an extensive product portfolio and rapid changes can make this task challenging. A repricing tool helps you stay on top of trends and changes by automating the research process and showing you daily highlights.
Build bundles
Beyond a strong seller profile and competitive prices, a hack that will help you win the Amazon Buy Box is creating ‘targeted bundles’, which will identify your bundled items as unique – ensuring you win the Buy Box. Let’s make this more tangible. Suppose you sell candles on Amazon. The competition for such an item is very high. But, if you were to offer a bundle of two complementary colored candles with matching holders, Amazon would see that bundle as one (unique) product. This will lower your competition threshold and raise your chances of winning the Buy Box for that specific (bundle) category.
Besides increasing your chances of winning the Buy Box, bundles increase your average order value. But pair items carefully. Not every product needs to be a bundled offer. And Amazon demands that you bundle complementary products. Again, data unravel the answers to how to do this. Analyze what items are often bought together and in quick succession to spot patterns. Present buyers with something they’d like to buy today and something data tell you they frequently need down the line.
Become the winner of the Buy Box
Not one trick will get you control of the Amazon Buy Box. Instead, a multitude of metrics and strategies can be tweaked and improved. By prioritizing customer relationships and satisfaction, pricing your items currently, and creating valuable bundles for your client, you can boost the odds in your favor.
Want to know more about how to dominate the Amazon Buy Box and ensure you’re not missing out on income due to inefficient actions? VNDR. is ready to help you.
