Let’s cut straight to the chase – the more your products have the Buy Box, the more sales you will make (unless your inventory consists of terrible products that have terrible sales ranks).
In this blog post I’ll show you one of the main ways you can take action to increase your Buy Boxes.
To summarise how you get the Amazon Buy Box:
Seller Metrics – Your Order Defect Rate, Cancellation Rate, and Late Shipment Rate – the better you do at these the better Amazon’s opinion of you will be as a seller, and you get closer to the top of the queue for the Buy Box
Every serious Amazon seller should be monitoring their account health, as well as feedback (as you can read in this blog post here)
That’s all great, but all of the above are things that happen over time. Is there anything you can do TODAY to get more Buy Box Action and hopefully more sales?
I’m glad you asked, otherwise I would have had to stop there.
Price is obviously a key factor in whether Amazon is going to let you have or share Buy Box. If you make your price more competitive, you are more likely to get the Buy Box.
What you need to take action today is Information. If you don’t know which of your products has the Buy Box, how can you do something to increase the chances of those that don’t?
Another good question, you’re on fire today.
There are two pieces of information that will help you.
- Buy Box Percentage at item level – what % of the time does your product have the buy box. This information is readily available and I’ll show you how to find out in just a minute
- Which of your products have the Buy Box at any given moment in time. This isn’t readily available. Or at least it isn’t until I just released a brand new free Chrome Extension that will show you just that – you can get that by clicking here
Ok, back to Buy Box Percentage at item level. I’ll show you step by step what you need to do:
- In Amazon Seller Central go to Reports>Business Reports:
2. Then select Detail Page Sales and Traffic
3. You will then see this report, with the Buy Box Percentage column showing the % of the time each product has had the Buy Box:
4. You can then click at the top of the Buy Box Percentage column and sort by Ascending Order. This will show you the products that are getting the least Buy Box action:
For the product above, I would say there is clearly a long term problem. Given the amount of page views, to never have the buy box suggests that if all of your seller metrics are in good standing, you clearly have a price problem. This could be one where you take a hit on profit just to get the product shifted so you can invest in better inventory.
So you would take a closer look at the products that have a low or zero Buy Box Percentage and take action to improve this. You do this, you get products shifted and move on – it’s a great feeling because you have done something today to improve your business.
I hope that helps. You need to be doing whatever you can to get ahead of the competition, and trust me, not all of them will know about this.