What is Amazon Buy Box and why is it so important? The Amazon “Buy Box” is the button that allows buyers to purchase the item with just one simple click from the Add to Cart section on Amazon. If a buyer doesn’t modify which seller they’d like to buy from and simply add the product to their cart, the seller who ranks in the Buy Box gets the sale. Ranking for the coveted Buy Box is both easy and hard at the same time. If you follow everything that Amazon has put forth, then you can easily obtain the Buy Box, but if your product listing does not follow Amazon rules and regulations, then it will be very tough to obtain the Buy Box. Each and every seller desire to win the Buy Box on Amazon, but not all sellers win it. There are some reasons why you’re not getting the Buy Box, today, we will see the best 6 reasons why you’re not winning the Buy Box on Amazon.
Missing Out From Amazon Buy Box Privilege
Sellers can easily miss out on getting the valuable Amazon Buy Box feature by not following Amazon’s set criteria. There are many ways sellers can easily miss getting the Buy Box for their product listing. In this blog, we will discuss the 6 most important reasons why you are not getting the buy box for your product page. These points are:
✅ Listing Your Product with a Higher Pricing
✅ Product Authenticity
✅ Dropping Your Seller Rating
✅ Eligible Status Qualifications
✅ High Late Shipment Rate
✅ Low Product Sales Volume
1. Losing Buy Box Due to Listing Products with Higher Pricing
You can easily check if you have the Buy Box for your product listing is active or not. To do that, you can go to the top right corner of your listing to see if it is there or not. If not, then you can go to your listing page and see which competitor currently holds the Amazon Buy Box button. Just navigate under the bullet points to see all your competitors. Here, you will see other sellers who might be pricing the same item with a higher or lower price point.
So if you want to get the buy box here, you should put lower pricing here. You should reduce the pricing of your product by at least 1 cent compared to all your competitors. This will help you get the Amazon Buy Box for your product listing. Due to high pricing errors, your Amazon listing also might get deactivated and your listing won’t be active on the detail page.
If you are a private label seller and your products are being sold by other sellers without your authorization, then you should notify amazon seller support to remove them.
2. Losing Buy Box Due to Product Authenticity
Amazon will sometimes suppress the Buy Box while it’s reviewing authenticity complaints received from customers. The complaints may be coming from sales by a competing seller offering the same listing. Amazon will want to validate that there isn’t a problem with the available inventory from all sellers.
This in-depth product inspection may slow down sales of the item. To avoid this issue, you will need to check if you have been notified about the situation by Amazon and ask about the cause of the missing Buy Box.
3. Losing Buy Box Due to Dropping Your Seller Rating
When a seller has performance issues on any of the listings, and it’s trailing over 30 days, then the seller rating drops below 90%. We often see sellers lose their Buy Box eligibility for this reason primarily. Amazon also removes the Buy Box option for a specific listing for this reason too.
To solve this problem and get your Buy Box back, you will need to check if all the comments are from real buyers and not product-related ratings or FBA-related issues. If you think that the comments are made by your competitors, then you can communicate with Amazon to resolve this issue.
4. Losing Buy Box Due to Ineligible Status
The performance criteria that possible Buy Box-eligible status relies on are subject to change and vary by category. Because of this, there are no specific guidelines the seller can follow to make Buy Box-eligible status.
To keep your listings safe from incorrect status qualifications, here are some important points you should always check:
✅ Lower Order Defect Rate (ODR)
✅ High Seller metrics
✅ Enough Seller seniority and experience
✅ Pro Merchant status
You will also need to check if you are fulfilling the Seller performance metrics which are given below. You must also check if you’re getting negative feedback on your listings. Too much negative feedback will also damage your Amazon Buy Box.
✅ Accurate Listing
✅ Accurate Shipping
✅ On-time Shipping
✅ Communication with Customers
5. Losing Buy Box Due to Higher Late Shipment Rate
Amazon has a maximum late shipment rate of 4%. Anything above 4% usually results in a suspension. Amazon suspends the account and your Buy Box ratio will also be greatly affected by this too! There are often lots of reasons why Sellers are unable to ship items on time including those which are out of the Seller’s control such as strikes, bad weather, political issues, etc.
To avoid this, mark orders as dispatched as soon as you have dispatched them which is very critical at this point. You will also need to increase your lead time-to-ship from the default 2 days to longer if you cannot ship within the Amazon-required timescale. Doing this will ensure you are safe from crossing the marked deadline and have extra time on your hands.
6. Losing Buy Box Due to Low Product Sales Volume
In addition to the lack of performance data, Amazon can also remove the Buy Box from a product listing with a low sales volume. Amazon does not indicate if these volumes are monthly or yearly based. They also don’t tell sellers what the minimum item selling rate should be or if the minimum requirement varies from category to category.
That’s why it’s important to ensure that your product is selling at a decent rate to avoid a missing Buy Box. If your product is eligible for the Buy Box but has received little to no sales, you will need to check on that.
Conclusion
In this article, we have gone through the main reasons why you don’t have a buy box for your product listings. We have also gone over what you should do to get the buy box back again when facing these issues. To know more about Amazon Buy Box, you can also visit this post to the importance the BuyBox and how you can boost sales.
If you think this post has been helpful for you, please share this post with your friends and the e-commerce community. You can also write your opinion in the comment section to let us know your thoughts about this article. Keep browsing our blog page to get more articles related to e-commerce.
