Understanding the conditions and influencing factors for obtaining BUYBOX can help sellers effectively improve their store conditions and improve their store ratings, thereby quickly obtaining BUYBOX. The following will explain the conditions and influencing factors for obtaining BUYBOX. 1. Conditions for obtaining BUYBOX
Sellers need to meet certain requirements of the Amazon platform to obtain BUYBOX. These requirements mainly include account requirements, performance requirements, new product requirements, inventory requirements, and reply requirements.
(1) Account requirements
The store account operated by the seller must be a professional sales account. This requirement is the basic requirement for obtaining BUYBOX.
(2) Performance requirements
The ODR in the seller’s performance index is less than 1%, because performance is the most important criterion for evaluating whether a seller is an excellent seller.
(3) New product requirements
The seller’s products should preferably be new products, rather than second-hand or refurbished products. New products will be easier to obtain BUYBOX.(4) Inventory requirements
The seller’s products must be in stock, otherwise Amazon will automatically transfer the BUYBOX to other sellers.
(5) Response requirements
Whether the seller can quickly respond to the buyer’s inquiries and after-sales questions also affects the chance of obtaining BUYBOX. Sellers must respond to more than 90% of the buyer’s questions within 24 hours to have a chance to obtain BUYBOX.
2. Factors affecting BUYBOX
After the seller meets the conditions for obtaining BUYBOX, they also need to pay attention to other factors to increase the probability of obtaining BUYBOX. These factors mainly include logistics model, transportation history, product price, buyer review feedback, order cancellation rate, etc.
(1) Logistics model
Using the FBA logistics model is very helpful for sellers to obtain BUYBOX. For example, if seller A uses the FBA logistics model and seller B uses the FBM logistics model, then under the same conditions, Amazon will give priority to seller A in giving BUYBOX.
(2) Transportation history
The relevant content of the seller’s logistics and transportation history (including on-time delivery rate, delayed delivery rate, order tracking rate, etc.) will affect whether the seller can obtain BUYBOX. The best values for these three elements are 100% on-time delivery rate, 0% delayed delivery rate, and 100% order tracking rate.
(3) Product price
Amazon will give priority to recommending high-quality and low-priced products to buyers, so product price is also one of the factors that affect sellers’ chances of obtaining BUYBOX. For example, seller C and seller D are selling the same product at the same time, but the price of seller C’s product is $10 and the price of seller D’s product is $5. Then, under the same conditions, Amazon will give priority to seller C in obtaining BUYBOX.
(4) Buyer review feedback
The number of buyer review feedback and the review star rating will also affect the product’s chance of obtaining BUYBOX. The more buyer review feedback, the better. The best rate of positive reviews is above 98% and not less than 70%.
(5) Order cancellation rate
If the seller’s store’s order cancellation rate exceeds 2.5%, it will affect the chance of obtaining BUYBOX. The lower the rate, the better.
In order for sellers to view the factors affecting BUYBOX more intuitively, they can be summarized in a table.
After understanding the conditions and factors affecting BUYBOX, sellers can continuously optimize these conditions and factors to improve the store rating to obtain BUYBOX.