The tools offered by Amazon allow sellers to effectively and efficiently manage all aspects related to the sale of a product, from warehouse and storage to shipping, and to set up ad hoc marketing and advertising strategies.
Among the numerous tools, however, perhaps not everyone knows about the existence of the Amazon Buy Box , the purchase box that allows multiple sellers offering the same product on Amazon to be more visible and have precedence over their competitors when the consumer decides to purchase that particular product.
Knowing what the Amazon checkout box is and how to get it is essential for all sellers whose goal is to increase their exposure on the marketplace.
Amazon Buy Box: What is it?
Taking any product page on Amazon as an example, you can see a box on the right that allows you to add the item to your cart or buy it directly; that box is the Amazon Buy Box, a useful tool both for the user browsing Amazon in search of a specific product and for the seller. Thanks to the Buy Box, the user can buy the product without intermediate steps directly from the details page, but it is above all the seller who benefits most from it .
Perhaps not everyone knows that on Amazon the same product can be offered by multiple sellers: only one, however, the one who has managed to obtain the Amazon Buy Box, will have priority over the others and will be able to sell the product directly to the user . If the user is interested in knowing which sellers offer a certain product, they can always check the list that appears under the price of the product or under the purchase box itself.
It should also be noted that the Amazon checkout box is not “fixed” but is assigned in a circular manner to all those sellers who meet certain parameters, which is why it is possible that the same seller may not always have precedence over the others.
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The requirements to obtain it
But what exactly are the requirements needed to obtain the Amazon Buy Box? There are many requirements but it is possible to identify four in particular, essential to gain precedence over competing sellers:
be a reliable seller;
have competitive prices;
have great sales metrics;
rely on Amazon logistics.
The first step to certify your reliability as a seller on Amazon is to have a Pro account on Seller Central , a paid subscription that also allows access to interesting tools for marketing and advertising. Having a Pro account allows the seller to demonstrate their professionalism and familiarity with transactions and to offer a higher overall quality to the customer.
Setting a correct pricing strategy can also help you get the Buy Box more easily, but remember that a lower price does not guarantee first place and that the price proposed by Amazon, even if higher than the one proposed by the seller, always takes precedence.
To monitor the progress of metrics as a seller, Amazon provides a dashboard on Seller Central where you can view percentages and performance, especially regarding feedback.
Finally, Amazon FBA (Fulfillment By Amazon) closes , a service that allows you to rely on Amazon warehouses for the storage of goods and which is generally favored over Amazon FBM (Fulfillment by Merchant) in the assignment of the Buy Box.
The importance of pricing in sales strategy
As already mentioned in the previous paragraph, among the requirements to be satisfied for the assignment of the Amazon Buy Box there is also the pricing, that is the price at which the products are offered . While it is true that a lower price than competitors can help to obtain the purchase box more easily and quickly, it is equally true that the prices established must be in line with those of the market.
Applying an excessively low price can raise doubts in the customer about the quality of the product and therefore lead him to not make the purchase, preferring to buy from another seller who inspires greater trust. To find the right pricing strategy it is necessary to analyze the market in detail and possibly, especially in the case of novice sellers or those who have recently started using the Amazon marketplace, request specialized consultancy for the setting up of ad hoc pricing strategies.
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