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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