Amazon Buy Box Eligibility: FBA Sellers Guide for 2022
1. What is Buy Box? How It Works for Sellers?
Amazon is an internationally vast marketplace. Amazon itself sells products with wide range of categories; also third-party retailers, who typically specialize in one or more categories. There are two types of sellers on Amazon, Amazon itself, and third-party sellers. As, there is no limit to the number of sellers who can use Amazon platform can be multiple sellers on Amazon which result in frequent sell of the same item (such sellers are known as resellers).
Do you know that 83% of all Amazon sales happen through the Buy Box? Consequently, if you’re not in the Buy Box, your chances of making a sale are pretty less.
Amazon Buy Box eligibility is defined as “Professional Sellers” who have met Amazon’s performance-based requirements.
Buy Box is the highlighted box in the above image that allows customers to add items for purchase in their carts. Not every seller is eligible to have a Buy Box.
When customer buying multiple products, there will be more buying option for buyer. When a buyer selects “Add to Cart” the seller who has the Buy Box at that moment in time gets that all-important sale and makes a quick purchase without considering who they are buying from (Amazon or a third-party seller).
As there is a high competition on Amazon, thanks to its customer’s first approach, only sellers with exceptional metrics have a chance to win a share of this beneficial feature.
If you pass Amazon’s minimum eligibility requirements, Amazon further distinguish the sellers according to different variables. If a single seller have strong variables than his percentage share for Buy Box will be higher. For the top selling items with many sellers, Amazon may rotate their spot on Buy Box.
Amazon Buy Box Eligibility
2. Variables that makes you Buy Box Eligible.
A. Professional Account: Only Sellers who have purchased a Professional Account (Pro-Merchant Account) are eligible. Sellers who have an individual account (Basic Account) are not eligible.
B. New Items: Your items mandatorily have to be new, if you are selling used items than you will have a different Buy Box as “Buy Used Box.”
C. Inventory: You need to have inventory of your listed items, if you do not have inventory the Buy Box will simply be given to another seller.
D. Key Metric: Even when there are many variables that influence you getting a Buy Box, there are 4 key metrics that will favor to be fit in Amazon’s algorithms.
(i) Using FBA (Fulfillment By Amazon) – Using the fulfillment by Amazon option will prove to be an essential choice to get the Buy Box.
(ii) Seller Fulfilled Prime – Seller Fulfilled Prime is the Prime program that allows you to deliver directly to domestic Prime customers from your own warehouse.
(iii) Landed Price – This price is the total price of a product including shipping.
(iv) Shipping Time – The most important metric looked by the Buy Box Algorithms is the shipping time in which the seller promises to ship the product to its customer. For time critical categories such as birthday cards or perishable goods this impact may be even higher.
(vi) Valid Tracking Rate - In order to protect your Buy Box eligibility, valid tracking numbers should be provided for 90% of packages shipped on the basis of the last seven and 30 days.
There is no additional fee for being Buy Box eligible but new sellers must maintain their performance levels in order to get the status of Buy Box eligible.
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Sellers eligible to win the Buy Box - Amazon Seller Central. Amazon Buy Box eligibility is defined as “Professional Sellers” who have met Amazon’s performance-based requirements.