As an Amazon seller, once you know why you are on the Amazon advertising platform and have identified your advertising goals, your next step to converting an ad click into a sale is by ensuring that you have the Buy Box.
You may have put the best images for your product, wrote the top-notch product title, and smartly done the product details. Still, you are just a step away from getting your first purchase order if you don’t have a Buy Box. Selling on Amazon is not about going out-of-the-box or inside-the-box ways, but getting that Buy Box for your products.
What is Amazon Buy Box
The area on the right-hand side of your product page having the ‘Add to Cart’ yellow button is called the Buy Box on Amazon. Potential buyers who visit your product page can instantly add your item into their shopping cart by clicking the Add to Cart button in the Buy Box. They can eventually buy it later.
Customers can even purchase directly from the Buy Box by clicking the ‘Buy Now’ button, just below the ‘Add to Cart' button. So, in a way, the Amazon Buy Box ups the chances of conversion and increased product sales with two CTA buttons
Without a Buy Box, a seller loses the customer to other potential sellers offering the same product. The right-hand side of such a product page has a white box that directs a customer to other sellers with the ‘See All Buying Options’ button.
Chances are less likely that customers will choose ‘Add to Wish List’ unless they are your loyal buyers as they are already getting other buying options to make their purchase quick and complete.
How to Win Buy Box on Amazon
Often on Amazon, a product has more than one seller. The Buy Box is awarded to those who qualify for specific eligibility criteria. Ensuring these eligibilities below, sellers can increase their chances of winning the Buy Box:
Price your product competitively to win the Buy Box. That doesn’t mean keeping the price too low, as a lower price necessarily does not guarantee the Buy Box. Make sure to include the shipping rates in your product price.
Keep your product available if you want to win the Buy Box instantly. The “Currently not available” status of your product could directly mean that you cannot win the Buy Box. The easiest way to keep track of your stock is by updating your inventory—a list of all items in stock.
Shipping Details and Shipment Experience
Make sure to provide shipping details for your products. An enriched shipment experience offered on a product, including Free Shipping, Amazon Delivered, shipping time, expected delivery date or date range, handling time, and whether you are part of FBA (Fulfilment by Amazon), brings you closer to winning the Buy Box. You can manage your shipping options in Shipping Settings in your Seller Central account.
How to Find Your Current Buy Box Win Rate
When you have got the Buy Box, you can find out the win rate for different products to wisely choose products for Amazon advertising.
· In your Seller Central account, go to the ‘Reports’ tab.
· Click on ‘Business Reports.’
· Under the section labeled ‘By ASIN,’ click on ‘Detail Page Sales and Traffic by Child Item.’
· Sort by ‘Buy Box Percentage.
· You will find your best-performing ASINs.
We recommend choosing products for advertising that are winning the Buy Box at 90% or higher.
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