You don't have to sit back and HOPE Amazon gives you a share of the Buy Box. This blog post goes through things you can do to influence Amazon in your direction.
Be A FBA Seller
Seems obvious, and you probably already are, but just to reiterate - being a Fulfilled By Amazon seller is the most significant factor in determining if you will get the Buy Box. Amazon are in the process of rolling out Seller Fulfilled Prime - FBA sellers will still get more chance of the Buy Box than these sellers.
Maintain A Low Order Defect Rate
The ODR is a metric comprised of three different numbers:
1. Negative Feedback Rate - this is when customers leave feedback about the seller, and give them a rating. This is not the same as a product review
2. A-To- Claim Rate - see below for Amazon's description about when customers can file a claim (Note: If you are an FBA seller then a customer cannot bring an A-to-z claim) :
3. Service Chargeback Rate - this is when a customer files a chargeback against Amazon via their credit card company because they are not happy about their purchase (didn't receive it, didn't get a refund when requested, product was not up to standard etc.) Amazon will contact you to find out what happened, then go back to the credit card company who will decide whether to confirm the chargeback or not
You need to keep your ODR as low as possible. Anything 1% and over will cause you problems getting the Buy Box. In theory if you do everything correctly, including responding quickly to customer communications, directing customers to Amazon Customer Service for a refund etc. you should be able to maintain a low ODR.
Key Tips To Get The Buy Box
As you will have read above, there are a lot of things that impact whether you will get the Buy Box or not. We do know that pricing is a significant factor, but that low pricing alone may not be enough to get the Buy Box.
I recommend regularly reviewing and updating your pricing - every day if possible. Not necessarily to try and always have the lowest price, but to try and ensure that you are close to the price the product is currently selling for (assuming it meets your net profit and ROI criteria).
You can automate this using Amazon's own free repricer. I personally use BQool for our repricing, as it has a lot of cool built in functionality and reprices quickly. You can Click Here to find out more about that.
Just don't think that by having the lowest price you will automatically get the Buy Box - that's where race the bottom price wars start and no seller benefits from those.
In the next blog post I run through a step by step guide to increasing your sales with you existing stock by using some of the data that Amazon provides for you. Read on because this method can really improve your sales. CLICK HERE to read it.