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What is and where is the buy box button located?
Amazon buy box is the box area with ‘Add to Cart’ button (or buy now with 1-click) on the right side of your product listing. This button is really important. Because almost 80% of the sales on Amazon’s platform are made through this buy box button.
Do you want increase your Amazon sales genuinely?
Winning this button is competitive. Did Amazon Suppressed your Buy Box Button?
You can see a link appears instead of the button showing ‘See All Buying Options’. If this ever happens to you, then your sales suffer. This is because the customer has to make more clicks. This leads the customers to a page where listings of all other competitors are shown.
How and where to put your efforts to increase your Amazon Sales
So how to win the buy box button from Amazon? I think it’ll make it easier for you to understand if I explain to you the key reasons for suppression of the buy box.
- If Amazon thinks that you are selling at too higher prices as compared to other sellers: Amazon tries to maintain the best price perception. Therefore, a price much higher than the MSRP (manufactures’s suggested retail price) or what’s in Amazon’s algorithm may lead to suppression of the buy box button. So, lower the price as much as you could do profitably . But please note you don’t need to be the cheapest. Instead you can use an intelligent repricer and set it to match the buy box price.
- Low demand of your product: A consistently lower demand does create the same higher price perception and same effects as above. So lower the price & improve the listing as suggested in this post.
- Insufficient performance metrics: This is when the seller does not have sufficient and positive feedback about the product, or the customer service is not good enough, or response time is not good enough, or poor product performance with high return frequency. So, ensure only sell high quality products and respond to customers within 24 hours. The response should be proper to address the matter. Better to avoid the auto response.
- Poor listing quality: This relates to the number & quality of the product images as well as insufficient or inappropriate item description. So include high quality pictures and with good related description in bullet points.
Hope the above helps. We at ERAA Consulting Limited are here to help you to grow your ECommerce business and achieve the life you want.
ERAA Consulting Limited are the expert accountants for online retailers.
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