This leads to – you guessed it- more business for Amazon.
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Ads boost sales, which boost free promotional messaging like “We noticed…” or “Customers who bought this…”. The Buy Box enables sellers to set up PPC campaigns on Amazon.
Because the featured offer tends to be at a reasonable price point and Amazon buyers tend to be thrifty, the Buy Box minimizes indecision for buyers and secures more sales and more revenue for Amazon. Either option will speed up the checkout process and streamline sales for Amazon. The Buy Box comes with two key options: add to the cart, or buy with a click. They trust Amazon’s decision, so they buy from the marketplace. To their mind, these sellers are vetted by Amazon. Buyers who know the meaning of the Buy Box also know that only high-performing sellers get featured. Even if they eventually realize the shipper is a third-party seller, they expect the same level of service. The Buy Box gives them that added peace of mind. Many shoppers buy from sellers, but think they bought from Amazon itself.
But with the Amazon Buy Box, even relatively new sellers can fight for buyers. Before it was launched, sellers could only attract buyers with stellar feedback A performance rating on a scale of 1 to … More and low prices. The Buy Box is meant to level the playing field. The Buy Box gives buyers all the benefits of a competitive market, with none of the fuss. Statista claims there were 2.89m active sellers worldwide in 2019.
But it’s safe to assume that there are at least 7 reasons for its continued existence: We may never know for sure why the Buy Box was launched and why it’s still around a decade later.
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You might also see two featured offers on the same listing, as shown in our post on how to win your Amazon Buy Box. Amazon doesn’t tolerate price gouging, so there’s no featured offer for this listing. In this particular case, the lowest offer is nearly twice the market value of that item. You might come across Amazon Buy Box suppression, as seen in the example on the right. But as seen below, it usually shows the name of the seller, who fulfills the order (FBA/FBM), the price, the shipping charge, any import fees, and the buyer’s gift wrapping and delivery options. The Amazon Buy Box may look different from one venue or device to the next. It helps shoppers buy without comparing sellers, relying on Amazon’s algorithm instead. The official term on Amazon US is “ Featured Offer”, but other venues are happy to call it Buy Box.Īs we explained in our post, “ How to Win the Amazon Buy Box”, it’s nothing more than a widget that features Amazon’s preferred option out of all the offers available for an item. So, the term “Buy Box” has been part of the Amazon vernacular since at least 2012. We’ve been talking about the Buy Box on this blog for a decade. Their orders go almost exclusively through the Buy Box. In fact, when it comes to mobile shoppers, the figure is higher. An estimated 83% of those sales went through the Buy Box, CED Commerce claims. How can that be, when there’s so much competition and Amazon itself lists so many of these products with massive discounts? The answer is the Buy Box This refers to the situation where a sel… More.Īmazon’s net revenue in 2017 was $470 billion, according to Statista. Statista claims that 56% of all paid units on Amazon in Q3 2021 were sold by third-party sellers. Why Does Winning the Amazon Buy Box Matter?
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