Key Takeaways
- When many sellers sell the same item on Amazon, Amazon chooses which seller the customer will purchase from by placing them in the Buy Box, now called Featured Offer.
- Buy Box eligibility and winning the Buy Box comes down to an algorithm.
- Buy Box eligibility problems generally stem from one or a combination of common Amazon Buy Box issues.
In over 10 years as an eCommerce Fractional CMO, Amazon Consultant, and eCommerce Marketing Consultant, not to mention CEO, I’ve seen just about every mistake and the lessons from them. That means you get all the learnings without the scars.
Every second that ticks by when you don’t have the Amazon Buy Box (Featured Offer) can feel like you’re losing money every moment, knowing sales are happening but not from your offer.
I know how painful that is.
That’s why I put together this in-depth guide of common Amazon Buy Box issues and how to fix them so you can drive sales on Amazon quickly whether you’re an Amazon Seller Central seller, using Amazon FBA, FBA Small and Light, FBM, or selling Amazon B2B.
Amazon Buy Box Issues & Fixes
As a consultant for Amazon I can tell you that Buy Box eligibility problems stem from sources such as Amazon Seller Account issues, OFF Amazon issues, and more.
If you have no buy box on Amazon or if you lost the Amazon Buy Box, these are the most common reasons why as well as what to do about it.
| Issue / Problem | The Solution |
|---|---|
| New 3rd Party Seller / Not Prime Eligible First 30 days of selling or lack of Prime badge prioritizes others. |
Don’t rely on Ads. Leverage OFF Amazon traffic (Email, Influencers, Social, Google Ads) to prove velocity. |
| Product Sales Volume Is Too Low Low velocity removes eligibility. |
Improve Listing Optimization first, then drive external traffic via Influencers and Ads. |
| Product Cheaper on 3rd Party Site Amazon scrapes the web; if it’s cheaper elsewhere, you lose. |
Reduce price on Walmart/eBay/Website or enforce MAP with resellers. |
| Similar Product Cheaper Elsewhere Amazon deems your offer lacking value compared to competitors. |
Subjective issue. Requires contacting Seller Support to resolve. |
| Amazon Price Is Higher Than MSRP Triggers price gouging mechanism. |
Lower your price below the List Price/MSRP field. |
| Quality Control of Account or Listing High complaint rate removes Buy Box. |
Requires Amazon Seller Support intervention to identify root cause. |
| Recently Switched From 1P To 3P Lost the 1P history and authority. |
Focus on Price and External Traffic to rebuild velocity as a 3P seller. |
| Overall Seller Rating Has Decreased Poor metrics remove eligibility. |
Focus on improving Order Defect Rate, Late Shipment Rate, etc. |
| Technical Glitches On The Listing Random data changes. |
Requires Seller Support intervention. |
| Price Undercut By Previous Promo Price Algorithm stuck on low sale price. |
Raise price incrementally over a few days. Use official Coupons/Promos instead of manual price drops. |
| Your Product is Out of Stock Simple inventory issue. |
Update stock quantity or send more inventory to FBA. |
| Unauthorized Seller Undercutting Price Hijackers winning the Buy Box. |
Use Brand Registry, reach out directly, then Report a Violation. (See guide linked below). |
Frequently Asked Questions
Why Is My Product Not Appearing in The Amazon Buy Box?
There are several reasons your product may not be in the Buy Box. It could be due to factors like higher prices, weaker fulfillment methods, or lower seller performance metrics compared to your competition. Optimizing these aspects can improve your chances. You may also have an unauthorized seller on your listing undercutting your price. Follow this guide: How To Remove an Unauthorized Seller on Amazon
Can Multiple Sellers Share the Buy Box for The Same Product Listing?
Yes, multiple eligible sellers can share the Buy Box. The Buy Box algorithm rotates among qualifying sellers, considering various factors such as price, shipping, and performance metrics. It aims to provide customers with choices and the best value.
How Often Does the Buy Box Rotate, and What Influences This Rotation?
The Buy Box can rotate frequently, sometimes even hourly. The rotation is influenced by changes in price, shipping, and seller performance metrics. Competitive activity and customer behavior also play a role.
What Can I Do if My Buy Box Percentage Is Low or Decreasing?
To improve your Buy Box Percentage, focus on competitive pricing, efficient shipping, and strong seller performance. Monitor and enhance your fulfillment methods, customer service, and metrics to increase your chances of winning the Buy Box.
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