Amazon is now e-mailing sellers regarding BuyBox eligibility

As you know, every listing on the Amazon platform contains a so-called “BuyBox”, which displays a single buying choice out of all numerous sellers who are offering the same product for sale.

Typically, having your offer featured in the BuyBox will give you as much as 90% of all sales, while other sellers will only receive an occasional order.

The BuyBox position normally depends on seller’s overall price + shipping, fulfillment method, handling time, Premium delivery options and metrics.

FBA sellers may get the BuyBox with a 30% higher price than you, if you are FBM.

Handling time over 5-6 days will cause you to lose the BuyBox against all other competing offers.

Sellers who offer Premium and Expedited delivery have advantage over merchants without these options.

With ODR over 1% you will lose the BuyBox eligibility.

Also, if you are a newly registered seller, you will need to wait until at least 90 days past registration and process at least 1 order to be BuyBox eligible.

However, it appears like Amazon is currently aiming the make the BuyBox solely dependent on the product price, rather than other factors.

Here you can view a screenshot of such e-mail, where Amazon is advising sellers to lower their price in order to become eligible for BuyBox:

Here you can view the full wording in English:

Take action: One or more of your offers are not eligible to be a Featured Offer (Buy Box) Your Offer(s) not eligible to be a Featured Offer Dear Seller, Amazon selects offers to be the Featured Offer (Buy Box offer) based on what we believe will delight customers, including great prices, availability, and delivery speed. The Featured Offer is the offer selected when the customer clicks the ‘Add to Cart’ button on the product detail page.  Below is a list of product(s) in your catalogue that are not currently eligible to be the Featured Offer because they are not priced competitively compared to prices for those products from retailers outside Amazon. These offers are still displayed through our Offer Listing Page and other areas within the Amazon store. If you’d like to restore Featured Offer eligibility visit Pricing Health within the Pricing section of Seller Central to lower your price on Amazon. our offers that are currently ineligible to be the Featured Offer are: Note: Your prices below include shipping.

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