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Amazon Buy Box overview
In Monsoon Marketplace and Monsoon Marketplace Warehouse, you can create a targeted, Buy Box-only pricing strategy to increase your chances of winning the Amazon Buy Box.
Description
Many sellers consider the Buy Box the most desirable piece of real estate on an Amazon product detail page because it's the quickest way for shoppers to find and purchase their inventory.
Amazon shoppers are motivated to purchase products featured in the Buy Box for a few key reasons:
- The Buy Box Add to Cart button is prominent on the product detail page and is presented by Amazon as the first choice for shoppers. Once shoppers have found the product they’re looking for, it’s a quick click to add the Buy Box winner to their shopping cart.
- Buy Box winners are kept to exceptional selling standards so customers are assured a good shopping experience including speedy delivery, excellent customer service, and great prices.
The factors that Amazon uses to determine Buy Box eligibility include:
- ODR (Order Defect Rate) which is based on customer feedback, A-to-Z claims, and chargebacks.
- Customer shopping experience offered on an item, such as speed of delivery, shipping options, price, and 24x7 customer service (including through the seller's participation in Fulfillment by Amazon).
- Time and experience on the Amazon selling platform.
- Status as a Professional seller.
Stock availability is also a key factor in determining an item's eligibility to win the Buy Box.
Amazon doesn't disclose specific targets for becoming Buy Box eligible since seller performance targets can vary by category and are subject to change, but sustained seller performance and low ODR will help achieve and preserve a your Buy Box eligible status.
Note Any items that aren't eligible to win the Buy Box can still price against the Buy Box winner if you use a Buy Box pricing strategy. A Buy Box pricing strategy streamlines inventory pricing and receiving because only one price is considered during those processes—the price of the Buy Box winner.
An item's competitive total price is key to winning the Buy Box. Many sellers win by using custom pricing strategies, but a dedicated Buy Box strategy lets you aggressively compete for Buy Box placement by targeting the Buy Box price directly.
A Buy Box pricing strategy is similar to a regular pricing strategy, with a few important differences:
- The only information that's considered when pricing an item is the current Buy Box winner’s price. You can undercut, match the price of, or price greater than the current Buy Box winner.
- When an item uses a Buy Box pricing strategy, it always prices against the Buy Box winner, even when the winner is on your Ignored Competitor's list.
- When Buy Box pricing information is unavailable from Amazon, your item prices using the Buy Box strategy's fallback pricing strategy.
Used items can also win placement in the Buy Box. When an item in Used condition wins the Buy Box, it's featured along with the New condition Buy Box winner.
- In the past, only Used condition items in media categories could win the Buy Box. Now, all categories that permit used offers can win the Buy Box.
To learn how to set up a targeted, Buy Box-only pricing strategy, see To add a Buy Box pricing strategy.
See also
Amazon US Seller Help: Buy Box Eligible Status
Amazon US Seller Help: How the Buy Box Works
Amazon US Seller Help: Seller Performance Measurement
Amazon UK Seller Help: How the Buy Box Works
Amazon UK Seller Help: Seller Performance Measurement
Pricing overview
To add a Buy Box pricing strategy
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