7 key factors to win Amazon Buy Box
There is no definitive calculation given to show exactly how the Buy Box winner is determined, but there are some suggestions given by Amazon directly.
The Buy Box algorithm depends on the following key factors:
ELIGIBILITY
Amazon built its Buy Box algorithm on eligibility requirements, which include:
Professional Seller: The Buy Box is exclusive to Professional Sellers.
Strong performance metrics: These metrics focus on your customer service. Amazon’s Buy Box formula looks at your order defect rate (ODR), late shipment rate, cancellation rate, and several other factors. In short, you need to provide shoppers with a user-friendly experience.
In-stock product: The Buy Box algorithm only allows in-stock products to win, so if your inventory hits zero, you become ineligible.
PRODUCT PRICE
If you want to win the Buy Box, you need to offer competitive pricing. It’s also critical that you look at the landing price of your product, which includes the cost of your product, shipping, tax, and handling.
Depending on the strength of your performance metrics, you can price your products higher than your competitors. If a competitor has a high order return rate, for example, their low prices won’t secure the Buy Box. That allows your company to increase your prices and boost your revenue.
ORDER FULFILLMENT
Amazon considers its FBA service to have perfect performance metrics, which is why using FBA can increase your chance of winning the Buy Box.
SHIPPING TIME
Since Amazon needs to provide shoppers with the best experience possible, it wants them to purchase from sellers that are fast and reliable when it comes to processing and shipping orders.
ORDER DEFECT RATE
Amazon also monitors your short-term and long-term ODR — this timeframe encompasses the past four months. If you want to win the Buy Box, it’s critical that you maintain an ODR of less than one percent. Exceed that number, and it’ll become difficult to win your product’s Buy Box.
CUSTOMER FEEDBACK
Customer feedback is another influence on the Amazon Buy Box algorithm. This feedback includes positive, neutral, and negative responses from customers in the past 30, 90, and 365 days. For the best results, you want a customer feedback score of at least 90 percent.
Amazon also looks at how many reviews you have, relative to your selling history. If you have a longer selling history, for example, the Amazon Buy Box algorithm expects more reviews.
Response time is another feature of customer feedback that Amazon’s Buy Box formula assesses. Amazon prefers that sellers answer shopper questions within 24 hours.
IN-STOCK CONSISTENCY
Amazon monitors your inventory on a routine basis. If your stock becomes low, it’ll decrease your chance of winning the Buy Box.
Amazon also checks your cancellation and refund rate. If you have a rate above 2.5 percent, it becomes difficult to win the Buy Box.
Source: WebFX.com
