Amazon shows the product of a high-performance seller with the most competitive price. The Buy Box is the white box on the right-hand side of the Amazon product detail page used for customers to purchase items in their cart. Understanding the Buy Box and its competition for certain products has been and will continue to be an essential strategy for most sellers.
With over 83% of sales made on Amazon coming through the Buy Box, it is a treasured spot that directly impacts profitability, especially for sales on mobile, as only the name of the winner is displayed. It determines which product promises the best balance of high seller performance and low price. The winner will go on to make more sales than any other seller for that product (unless, of course, there are multiple high-ranked sellers – then, they will rotate in the Buy Box, each gaining their share of product sales).Īligning with Amazon’s customer-obsessed mantra, the Amazon Buy Box was created in order to give the customer the best possible value for their money. When a consumer buys the product through this section, the seller, which is highest ranked by Amazon at that time, will show up there.
Most consumers buy items through the Buy Box section on the desired product page. As there is no limit on the number of sellers or the number of products that they can offer on Amazon’s marketplace, the same product is often sold by many sellers, each competing for the maximum amount of sales. However, understanding the ins and outs of this little white box will always be a top priority for competitive third-party sellers due to its high impact on conversions. With Amazon at the helm of the industry, it’s go-time for sellers to get on board with several aspects of online retail such as digital marketing, optimizing for mobile, business process automation, and establishing a brand that can endure the test of time in order to stay in the game.
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