Selling on Amazon
Especially in recent times, is not at all a given, unless our product is unique in its kind and we ourselves are the owners of the brand of our products.
Let’s explain better: if the item we are trying to sell is a pair of shoes, an item of clothing, a household item or any object that we produce directly, or that we have produc by third parties with our brand, we can almost breathe a sigh of relief and skip to the next paragraph, as we will certainly be very advantagin obtaining the infamous Buy Box .
If, however, what we intend to sell is a mass-market product of which we are simply resellers, such as a cell phone or a pair of brand shoes, then obtaining the buy box could become quite difficult and in some cases force us to choose to abandon this marketplace.
For instance, geographical or time-series special database data are applications and data types that call for a dedicat database. It guarantees the best possible data storage and retrieval procedures by improving performance and efficiency.
But why is the Buy Box so important?
It is not so obvious to end users, yet список руководителей уровня c страны the yellow “Add to Cart” button (for insiders “Buy Box”) is not at all a given to obtain.
Those with a more attentive eye might have also notic a small text under the add to cart button that says something like “discover other offers for this product” or “Other sellers on Amazon” or, on a PC, a small additional box, always position further down on the right, that says “Compare other offers on Amazon”, with other prices indicat.
What do all these alternative pricing options mean?
The answer is simple: if three sellers list the same product on Amazon, only one will win the buy box in a given period, while the other two will be “confin” under one of these secondary purchasing options that we just mention.
Statistically, purchases via buy-box are approximately 82% of the total, a percentage that increases even more in the case of purchases via mobile apps.
The buy box is therefore essential to obtain, because it means a concrete possibility of selling the product , as very few users will be so astute as to explore other price and purchase options providby other sellers for the same product.
So how do you get the Buy Box?
The result of Amazon’s obsession with always bi lists putting the end customer at the center of everything, the buy box mechanism was conceiv and design to offer the end customer the best combination of:
- price + shipping costs;
- shipping spe;
- reliability and reputation of the seller.
Amazon itself does not explicitly state the formula for calculating this score, but we know that all these factors are important and have a weight in the evaluation.
Additionally, if there are multiple sellers with good scores, Amazon will divide the daily visibility of the buy box among multiple sellers who meet the requirements.
It may therefore happen that a seller with high service quality scores but a slightly higher product price than other competitors, can have his share of visibility through the buy box, as well as a seller with a better price but lower quality scores.
An important factor that often determines whether or not you get the buy box is the Fulfilled By Amazon (FBA) service , or entrusting our products to the Amazon warehouse, which will manage the order and shipping on our behalf, ensuring a fast and punctual service 365 days a year or almost.
Other ways to get the buy box
If the products we intend to sell on Amazon are not already present on the platform, because our brand is new or the products we have for sale have not previously been list by other sellers, it is likely that we will be able to immediately obtain the buy box once Amazon has verifi and checked the items we have uploaded.
However, this eventuality should not be considered as a definitive goal just because there is no competition with other sellers since no one else has our products, as Amazon still takes performance into account and, for those who do not adhere to the order management and shipping times imposed by Amazon, there are various penalties that can go as far as the suspension of the Seller account.
Conclusions
Amazon, despite having a certainly complicated sales procedure, remains today the largest marketplace available online thanks to its customer-centric policy, the best purchasing experience and the presence of the most competitive prices on the market.
Obtaining the Buy Box is not a given and, if obtained, it must then be defended with exemplary sales management in the time that Amazon requires.
Owning brands and selling “new” products or products that no one else has for sale on the marketplace puts us in an advantageous position, especially in the initial stages, while if we approach selling consumer products that are already present on the marketplace, our adventure will certainly start off uphill and getting the first sales will not be easy at all, unless we “play it out” on price.
Having trouble getting the Buy Box or want to learn more about selling on Amazon?
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