How to Win an Amazon Buy Box

Updated: Jul 28


The Amazon ‘Buy Box’ is a section on the right side of an Amazon product detail page where customers can add a product to their cart or “buy now.” As for the Buy Box, it is a widget visible on most Amazon product listing pages that allows customers to quickly purchase products they are searching for. According to Statista, 83% of all Amazon purchases are made through the Buy Box, as it is the first ‘call to action’ a customer sees on the page.


Moreover, the other 2 main reasons why every seller should be concerned about the buy box is that it increases the chances of a sale to about 96%, and that it allows sellers to create Amazon PPC ads. This week’s blog focuses on how seller can win the Amazon buy box.


Tip 1 – Price


Product pricing is a key factor in deciding who wins the Buy Box. The cheaper the prices, the better your chances are of winning the Buy Box. However, you need to be careful and ensure that you are not selling your product at a loss when competing for the Buy Box. However, sellers should not forget that pricing is only one of the factors determining your ability to win the Buy Box. Moreover, 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.


Tip 2 – Shipping Time


This has a high impact on winning the Buy Box, particularly for time sensitive products and perishable items. Shipping time is arranged into the following brackets, which only includes working days: 0-2 days, 3-7 days, 8-13 days, 14 or more days. Customers don’t just expect cheap or free shipping — thanks to Amazon Prime, they also expect their packages to arrive faster than you thought was humanly possible.


Tip 3 – Order Defect Rate (ODR)


Three indicators make up the order defect rate (ODR): the rate of service chargebacks, the rate of A-Z guarantee claims, and the negative feedback rating. Amazon calculates these three metrics to find out the number of orders which were defective. According to Amazon, the ODR should be below 1% and any sellers above this will be penalised.


Tip 4 – In-stock Inventory


Normally, you can't win the Buy Box if you don't have the item in stock. Instead, it rotates to another vendor. Because of this, it's critical for retailers to maintain healthy stock levels of their best-sellers. If you don’t keep up with demand, your chances of winning the Buy Box take a hit. Always keep track of how much inventory you have and regularly check inventory reports.


Tip 5 – Customer Response Time


Amazon checks responses for the last seven, 30 and 90 days and compares them for all competing sellers. It is considered, that replying to customers within 12 hours increases your chances of winning the Buy Box. If more than 10% of messages were replied to after 24 hours or never replied to, this can have an adverse effect on the ratings.


Tip 6 – Feedback Count and Rating


Feedback count is the number of buyers who have given seller feedback. A higher feedback count can lead towards winning the Buy Box. Amazon has a 0-100 rating system for every seller. Your seller rating is influenced by multiple factors, including customer response time, order cancellations, A-to-Z claims, customer feedback, and more. The higher you’re rating, the better your chances of winning the Buy Box.


We hope that the above-mentioned tips will give you a good idea on how to increase your chances of winning the Buy Box. Do let us know thoughts on the Buy Box. For more info on how to be profitable and successful business on Amazon, please contact info@unicornorange.com.


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