It’s no secret landing a Buy Box can be a shortcut to more sales. And more sales generally means more exposure, which, in turn, tends to lead to more sales. But do you know the most efficient and advanced strategies for getting the Buy Box? Or even how to build the sort of foundation that will open up that path? RepricerExpress does, and we’re sharing these three advanced Buy Box strategies with you.
Put Out Or Get Out
Unless you’re that 0.01% selling a super-niche or rare item, then the Buy Box is a must. It accounts for about 82% of all Amazon sales (higher for mobile), which means if you don’t have it, you’re battling some really tough odds to land a sale. And if that percentage is any sort of indication, it’s a trend that shows Buy Boxes will be/are the way of the future.
1. Be Meticulous on Your Shipping and Handling Times
Remember when Amazon Prime was first introduced and buyers could receive items in just a couple of days? And they didn’t have to pay extra for it, just a membership fee? Yep, it’s safe to say Prime was a huge success because people like getting their purchases quickly and inexpensively.
We’re not necessarily saying that participating in Prime is a sure-fire go-to way of getting a Buy Box, but rather it’s more of a by-product. We’ve noticed Amazon tends to reward retailers who offer the shortest shipping time estimate — which usually, but not always, goes hand-in-hand with Prime.
Another way you can edge out competitors in the shipping and handling area is to participate in Fulfilment by Amazon (FBA). This way, you don’t have to worry about all the niggly details of getting items ready, especially when some products might take longer to prepare than others. Amazon will tend to all of that — and quickly — because it’s like their reputation is more on the line than yours. They’re saying they, Amazon, are promising to send out packages consistently quickly, so they’re putting the stakes up for themselves.
2. Keeping a Well-Stocked Inventory
The relationship between inventory and Buy Box isn’t equally bidirectional. If you have an empty inventory, you will have zero sales. But if you have a full inventory, that doesn’t necessarily mean you’ll have sales. However, you have far more to lose if your shelves are empty than if they’re full.
Think of it like this: it’s understandable if you run out of an item here and there. But if it becomes a pattern, Amazon will be hesitant to promote you because it increases the risk of a disappointed buyer. Conversely, if buyers are almost always seeing the item they’re searching for as available, Amazon is likelier to put you front and centre — and possibly give you that Buy Box shortcut to reward you.
3. Upping Your Seller Performance
Chess is one of those rare games that really showcases a person’s skill, strategy and thinking because the pieces and plays are the same for both opponents. There aren’t any external factors that can affect the match the way wind would in football or a rowdy crowd would in tennis.
Unfortunately, seller performance is more like football or tennis than like chess. There are a bunch of factors that can influence your performance, like how many refunds or exchanges you have to issue, what percentage of returns you’re dealing with, how many claims are filed, and more. These are all inevitabilities of being a well-known seller on Amazon, but minimising them can help lead you to a Buy Box. One of the best ways you can keep your rating high is by having excellent customer support in place. People are far likelier to buy, and keep buying, when they have good experiences than when they feel like they’ve been treated like a number.
Final Thoughts
As much as we’d love to give you an a + b = Buy Box type of formula, the algorithm behind getting that Buy Box is a closely-guarded Amazon secret. But through dedicated research and observation, we’ve come just as close. Another way you can help yourself out is with competitive pricing, and there’s no better option than RepricerExpress. If you don’t believe us, sign up for free for the first 15 days and start doing your happy dance!
