Analysis of factors affecting Amazon Buy Box and reasons for loss

The Amazon Buy Box is the goal that every seller strives for, and its importance is self-evident. This article will start from the main factors affecting the Buy Box and explore some common reasons that may lead to the loss of the Buy Box.

Main factors affecting Buy Box

Major influencing factors

Delivery methods

Amazon’s own fulfillment service (FBA) can increase the chance of getting the Buy Box compared to local or international shipping. This is because FBA can provide faster and more reliable delivery services.

Final price

The final price of the product (including shipping and customs duties) will also affect the attribution of the Buy Box. Typically, a store with a higher seller rating can sell products at a higher price and maintain a Buy Box position.

Seller Rating

Seller ratings are based on the buyer’s overall shopping experience, including but not limited to factors such as delivery time, order cancellations, and negative reviews. Good seller ratings help maintain Buy Box status.

Shipping time

Prompt shipping time is one of the key factors in obtaining the Buy Box. Amazon divides it into several levels based on shipping time. Sellers with faster delivery have a better chance of winning the Buy Box.

Medium influencing factors

Order defect rate (ODR)

ODR is composed of A-Z claim rate, negative feedback and refund rejection rate. An ODR exceeding 1% in the short or long term may affect the chance of obtaining the Buy Box.

Evaluation Score

Buyers’ evaluations of products, especially new evaluations, have a great influence on the Buy Box decision.

Shipping History

Shipping history, including on-time shipment rate, late shipment rate, and order tracking success rate, also affects the Buy Box.

Seller feedback time

Timely response to buyer questions is an important factor in maintaining the Buy Box, and sellers are usually required to respond to at least 90% of questions within 24 hours.

Minor influencing factors

Buyer evaluation quantity

Although not a decisive factor, the number of buyer evaluations will still affect the Buy Box to a certain extent.

Inventory Depth and Sales Volume

Inventory depth and volume may also have a slight impact on the Buy Box.

Cancellation and refund ratio

A cancellation rate exceeding 2.5% may affect the acquisition of the Buy Box.

Possible reasons for lost Buy Box

When a seller finds that his Buy Box has disappeared, this may be due to the following reasons:

• Store status: If the store is temporarily banned due to rule violations, the Buy Box cannot be displayed.
• A large number of negative reviews: Receiving a large number of negative reviews in a short period of time will affect the status of the Buy Box.
• Significant price increase: A sudden increase in product price may be considered by the platform as price manipulation, and the Buy Box may be temporarily removed.
• Low sales and conversion rates: Continued low sales and conversion rates may result in the Buy Box being withdrawn.
• Follow-selling phenomenon: Other sellers selling the same product may cause the original seller to lose the Buy Box.
• New product launch: Newly launched products may not be eligible for the Buy Box temporarily.

Through the above analysis, it can be seen that maintaining good customer service, reasonable pricing strategies and avoiding illegal operations are all important means to maintain the Buy Box.