This information can be found in your sales reports in Seller Central and Vendor Central. Specifically, you need to be tracking metrics like Net PPM, inventory, and pricing. If you aren't getting the buy box often enough, the answer lies in your data. However, House Judiciary Committee Chairman Jerry Nadler (D-N.Y.) said that he feared that large, dominant companies like Amazon had the ability to control access to markets. When asked if Amazon was rigging its buy box algorithm to support sales of Amazon branded products Amazon's associate general counsel, Nate Sutton, reportedly said: "Our algorithm such as the buy box is aimed to predict what customers want to buy, and we apply the same criteria whether you’re a third-party seller or Amazon to that because we want customers to make the right purchase regardless of whether it's a seller or Amazon." In 2019, Amazon (along with other tech giants) testified before the House Judiciary Committee's antitrust subcommittee. But since Amazon doesn't reveal their exact criteria, ecommerce store owners are often left to go on internet forums to ask others for help.Ĭoncerns over the buy box also have attracted attention from both the courts and Congress, who have investigated alleged antitrust violations. Sometimes, even the best efforts of ecommerce companies don't yield the results they want, despite keeping the product in stock or competitively pricing the product. Read more: Amazon Unveils New Feature to Help Sellers Trying to Win the Buy Box ControversyĪmazon's opaqueness on how it chooses which products to feature in the buy box is a source of frustration for sellers and vendors alike. ![]() Sellers who don't keep goods in Amazon warehouses and fulfill the products directly have a leg up on the competition. You will find you are losing the buy box more often if your Seller Feedback is poor.Įnroll in Seller-Fulfilled Prime. Products that frequently go out of stock are unlikely to be featured in the buy box, because Amazon wants to be sure that if they feature a product, a customer can buy it. Amazon prefers to sell items that are new as opposed to used. If you're losing the buy box a lot, it's often the case that your prices are too high compared to your competitors. If you want to win the buy box more often, take the following steps: Amazon collects a fee of about 10% to 15%, so their profits are always the same with sellers regardless. This isn't an issue for sellers because it's a different relationship. For example, if you put a small item in relatively large packaging, raising your shipping costs for that item, the product may not be as profitable to Amazon as it would be if you were more conservative with the packaging. This may be a little bit harder to influence, so it may take some creativity on your part. If the product you're selling isn't profitable enough for Amazon, Amazon may award the buy box to a competitor even if they are selling at about the same price. There is a third reason, and this generally applies only to vendors. Amazon wants to show the lowest price possible in the buy box, so if you aren't winning the buy box as often as you would like, it may be because competitors are offering a better price. They want to be confident that when the customer chooses the buy box, that product will be available. If you're constantly running out of stock for a product, Amazon will be reluctant to feature you. Out of StockĪ big reason for losing the buy box comes down to how well you keep a product stocked. If you're a vendor, there are three main reasons why you may be losing the buy box, and if you're a seller there are two. You can find information there on lost buy box by product as well as your buy box win rate. ![]() Lost buy box is a metric that tells you often you are failing to get the buy box (and therefore likely to not get the sale as a result).įor both Vendor and Seller Central, you can access this data through the Sales Dashboard.
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