Everything you need to know about BuyBox on Amazon

Fulfillment & pricing are the most important factors for winning the Buy Box, however they’re not the only ones.

Other factors are inventory depth and metrics related to customer experience.

These are areas of your business you should be attending to.

Inventory depth means that as a seller, you are likely to continue to have SUFFICIENT INVENTORY on hand to fulfill orders if Amazon continues to give you the Buy Box.

It makes total sense — to be given the opportunity to sell your items, you need to have your items ready.

Amazon is also looking at how well you deliver on promise and delight your customers once they hit the purchase button.

The effects that Seller feedback has on winning the buy box:

Amazon gives a perfect score of 100 for feedback on each order, but with negative feedback — that’ll result in a score of -500 assigned for that order which in turn has a devistating effect on the buy box.

Just the previous 12 months of feedback is taken into account so the slate is wiped clean after that.

Amazon won’t aggregate all the negative scores you received on the same order, just the most negative one. So if a fulfilled order goes really wrong and messed up in all areas, it’s only the worst one that’ll count as opposed to all the negative scores tallied together.

Make sure that you’re achieving all of the following in order to MAXIMIZE your chances of OWNING the BUY BOX:

Plenty of good reviews

Minimal order defect rate

Low late shipment rate

Stellar on-time delivery

Quick customer response time

Low cancellation rates

Low refund rates

WHAT WON’T HELP YOU WIN THE BUY BOX:

Being the brand owner doesn’t give sellers automatic preference for the Buy Box. Regardless of having brand status, Amazon is also looking for the same FULFILLMENT, PRICING, and CUSTOMER DELIGHT that they look for from any seller.

It’s imperative that brand owners have a good handle on their SUPPLY CHAIN. If you start losing the Buy Box because you’re getting UNDERCUT by another seller on price, try to identify that seller to see if you can stop supplying product to them.

WHAT DO YOU CHECK TO SEE WHY YOU’RE NOT WINNING THE BUY BOX:

If you’re not winning the Buy Box and are unsure why, start solving the mystery by working through possible issues and aim for the following:

Account Health in good standing

Offer the product for a competitive price

Other FBA or seller-fulfilled Prime

Offer the product with rapid fulfillment time

Have plenty of inventory on hand

Have good reviews and ratings

Have a minimal order defect rate

Have a low late-shipment rate

Have stellar on-time delivery

Have a quick customer response time

Have low cancellation rates

Have low refund rates

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