![]() The last point, “Keep stock available,” is mostly common sense: if you or your preferred seller doesn’t have an offer, then no one can buy it, so it can’t be in the buy box. The first three points follow from “customer obsession”-from Amazon’s understanding of how it provides the best experience to people who want to buy goods on its site. Offer faster shipping and free shipping.Here are Amazon’s published recommendations for “ Becoming the Featured Offer“: What kind of experience do you, as a customer, want when you’re considering buying a product on Amazon? If you’re like most people, you want it at a great price and trust that you’ll be able to quickly resolve any problems with your purchase when you receive the item, and of course, you want it fast. Amazon is famously “ customer-obsessed,” and the logic of the buy box algorithm (its official Amazon name is the “featured offer”) flows from this corporate priority. Huh? Luckily though, we can still say a lot about the buy box algorithm’s general principles-from Amazon’s few provided details, our observations, and understanding what Amazon wants for its customers. Second, we select compelling offers to feature from among this pool of eligible offers.” First, we determine which items are eligible to be featured based on criteria that are designed to give customers a great shopping experience. “ There are two steps to selecting offers to feature. It is, we can guess, a complex piece of code that processes many values in order to output a decision, but Amazon’s description of its workings is opaque and brief: It’s proprietary, and Amazon provides very few details. How the Amazon buy box algorithm works, in its details, is a mystery. There are over 75 million products sold on, so, as you’d expect, the question of who is in a product page’s buy box at any given time is entirely decided by an algorithm. In every case, you can protect your business goals by taking steps to get the right offer in the buy box. It’s also true that Amazon shoppers are less likely to bounce from your product page to a competitor’s if they see “Sold by ” rather than an offer from a random shadowy dealer with a name like “ 5uper5ellerBestPrice“.Īnd, if you don’t use Seller Central yourself but have a trusted Amazon sales partner, you want that seller-partner to get the sales. You, after all, know you can provide your brand customers with the best experience, and you’ll keep your price at the right level. If you as a brand sell on Amazon (you use Seller Central), you want the shopper to buy your product from your seller account. In that case, you want shoppers to buy the “Shipped and Sold by ” offer the quality of your relationship with Amazon depends on Amazon being able to sell the inventory they’ve bought from you consistently. Suppose you sell to Amazon (which means you use Vendor Central). It’s the offer from the seller who best protects your brand and product experience, who adheres to the pricing policies that you set, and whose success safeguards the relationships and strategy that you’ve relied on to grow and thrive. That’s because there’s usually only one offer that you want the shopper to buy. If you’re an Amazon brand, the buy box system can induce some anxiety. E-commerce agencies and industry watchers report that somewhere between 80%-90% of sales on Amazon go through the buy box. If that seems shortsighted, rest assured that you didn’t do anything weird. ![]() ![]() Were some of them even offering it at a lower price? Again, maybe. Were there other sellers offering the same product there? Maybe-but you didn’t look. That is, you bought the product from the seller who at that moment owned the buy box for that product page. You click “Buy Now” or “Add to Cart” from the product page, then another few buttons at most, and recline in your chair. You’re satisfied, and you’re done looking-this is it. You’re shopping on Amazon and find a product you like.
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