Losing Amazon’s Buy Box
Transcription
In the first 30 days of becoming a seller on Amazon through seller central, Amazon obviously needs this as a testing period to verify your ability to actually ship your product to customers. So in this period, you’ll probably experience a missing buy box on your product page. Now, two things to note here, when it comes to seller central, if you opt to sell via fulfillment by Amazon or FBA, then you will most likely win the buy box more often than not because Amazon has your actual product in their warehouse and they’ve become quite exceptional with the whole logistics thing and getting products to customers in the blink of an eye.
show moreIf you opt to sell via fulfillment by merchant or FBM, you don’t stand as higher chance of winning the buy box unless you opt for seller fulfilled prime in the seller fulfilled prime course, we explain how you have to jump through a number of hoops and then maintain that jumping by means of the performance metrics.
This set of metrics essentially proves to Amazon that you can ship your product super quickly and super efficiently and have next to zero cancellations. Amazon has faith that you can supply the product almost as well as they can if it was in their warehouse. So they give you the buy box. It goes without saying that Amazon obviously directs more traffic to prime eligible products.
They ship so quickly and most customers want that same day or next day delivery. If your product is not prime eligible and you are the only one offering the item, you may not get enough traffic to your product page to create enough order experience data that shows you can meet Amazon’s performance requirements as a result, your listing doesn’t evolve to have the buy box at own.
It’s not always a given that prime products will win the buy box, but they certainly do win it most of the time. Now, when it comes to selling as a vendor through vendor central, it really does go without saying that your product has an excellent chance of winning the buy box because well, they’re no longer your products when they reach an Amazon fulfillment center they’re Amazon’s products and no one wins against Amazon.
Amazon can offer your products as prime products and are definitely eager to make the sale so they can turn some profit. If need be Amazon will cut the sales price on these products just so they can win the buy box and make the sale.