What is the importance of the ‘Buy Box’?
Most customers may not search through all sellers offering similar products, they see the product page as an easier option. Therefore, if your product isn’t there you’re receiving significantly less visibility and fewer sales.
This is why Amazon’s update is interesting:
Amazon has removed the previous seller performance eligibility requirement for the featured offer (Buy Box) in the UK and EU.
However, this does not mean winning the box will be easier.
Amazon will continue to consider factors such as:
– Competitive pricing
– Delivery performance systems
– Seller performance
– Overall customer experience
More sellers may be competing for the featured offer, making your overall offer more important. A strong amazon strategy needs to consider visibility, pricing, fulfilment and customer experience together.
Amazon is constantly changing the way sellers compete. The brands monitor these changes and adapt their strategy are the ones best positioned to take advantage of them.