Credit: Free Good Photos
Needless to say that Amazon has been getting better and better in the last few years in anticipating what is happening on their own platform. Based on their gathered metrics Amazon decides who is getting the Buy Box and who is not. In our experience, there are numerous factors in play here, but we have selected 5 which are more or less obvious and can be traced back in the data we get through our Amazon seller account.
Below we give you 5 factors that we have seen play a role in who gets the Buy Box and who is not. When you start to play around with these 5 factors and keep a close eye on these, you might just start stealing the Buy Box back from your competition. Here we go. (Did we already mention these are potential factors that we see and that these might not be cold, hard facts?)
5 Ways to Take Over the Amazon Buy Box
1. Advertising. This might sound a little too simple, but tests show that when you start advertising your products when you share the Buy Box, you start getting a bigger piece of the pie, in other words, the percentage that you get to win the BB is going up. So if you have a competitor that is sharing the BB with you and that company keeps winning the BB more often than you, a way to win back the Buy Box is to start using PPC for that product.
We think that Amazon in general likes companies that spend their money on PPC more, for the simple reason that Amazon makes more money from them and thus favor them a little more along the way. So up your PPC game and start testing if you win the Buy Box more often a little while after you did that. Keep statistics and track things.