1、1 FEEDVISORThe 2024 UltimateAmazon Buy Box Guide2 FEEDVISORMaximize Your Share of the Buy Box With the Leading Amazon RepricerMeeting Amazons requirements is not enough to win the Buy Box.In todays market focused on convenience and price,having a high-performing algorithmic repricing platform is ess

2、ential to effectively compete and convert customers.Feedvisors award-winning repricer gives leading sellers and retailers the competitive advantage to maximize their Buy Box performance.Heres how:Grow Buy Box Share with Dynamic,AI-Powered Repricing:Feedvisors AI-Driven repricer adapts to market shif

3、ts,Amazon algorithm changes,and competitor pricing.Driven by a machine-learning algorithm,it intelligently sets the optimal price based on comprehensive market data to maximize Buy Box share.Optimized Pricing Strategies According to Individual Business Needs:Feedvisors repricer optimizes pricing to

4、align with your specific goals,be it profit maximization,sales boost,or market share expansion.Plus,the repricer is capable of detecting when you own versus compete for the Buy Box,automatically adjusting and optimizing pricing without user input.Safeguard Profits with Algorithmic,Rather than Rules-

5、Based,Repricing:Unlike rules-based repricers that risk driving profits down,Feedvisors algorithmic repricer is more sophisticated.It determines the optimal price point rather than the lowest to ensure sales without compromising on profit margins.With Feedvisors comprehensive approach to achieving Bu

6、y Box success,including optimizing advertising,managing inventory,and more,businesses are able to take a holistic look at their operations and make data-driven decisions that are rooted in securing the greatest results.IntroductionUpdated for 2024,the Ultimate Buy Box Guide for Sellers and Retailers

7、 is your roadmap to winning the Buy Box in these hyper-competitive times.The Buy Box is not only a coveted piece of e-commerce real estate,it is now essential for business survival as consumers trade down and search for deals in this unsettled economy.Competition is higher than ever,and the constant

8、 updates to Amazons algorithms and policies,make it increasingly challenging for sellers to win the Buy Box.As a result,its vital for sellers to stay up-to-date with the latest strategies and tactics to increase their chances of winning the Buy Box while having the right resources and team of expert

9、s who can fortuitously guide them through the ever-evolving digital marketplace.In this revamped guide tailored to the dynamic e-commerce landscape of 2024,discover a strategic roadmap to enhance your eligibility for the coveted Buy Box.Uncover insider insights and leverage Amazons best practices to

10、 not only expand your Buy Box presence but also outpace competitors,all while ensuring a profitable maintenance of your existing market share.Whats New:Updated Seller Fulfilled Prime Requirements Updated Trial Period InformationUpdated Valid Tracking Rate DetailsMore Buy Box MythsWhether youre a new

11、 seller looking to establish a foothold on Amazon or an experienced retailer seeking to stay ahead of the curve,this guide will equip you with the knowledge and tools you need to succeed in the highly competitive world of Amazon selling.3 FEEDVISORContentsWhat Is the Buy Box?4 How Important Is the B

12、uy Box?5How the Buy Box Works 6 Buy Box Rotations 6 Beating Amazon to the Buy Box 7 When No Seller Qualifies for the Buy Box 7 Owning the Buy Box 7Buy Box Requirements 8 Professional Seller Account 8 Buy Box Eligibility 8 New Items 8Secondary to the Buy Box 9 Other Sellers on Amazon 9 Offer Listing

13、Page 9Variables That Affect the Buy Box 10 Fulfillment Method 10 Landed Price 13 Shipping Time 14 Stock Availability 15 Order Defect Rate 15 Valid Tracking Rate 16 Late Shipment Rate 16 On-Time Delivery 17 Feedback Rating 17 Customer Response Time 18 Feedback Count 18 Inventory Depth and Sales Volum

14、e 19 Cancellation and Refund Rates 19 Nationwide Delivery Coverage 20 Delivery Speed 21Buy Box Misconceptions and Myths 22 Lowest Price Point Manipulations 22 The 2%Rotation Rule 22 Pricing is Irrelevant When Owning the Buy Box 23Final Thoughts 24The Buy Box Cheat Sheet 25The Amazon Acronym Glossary

15、 264 FEEDVISORWhat Is the Buy Box?On Amazon,there is no limit to the number of sellers that can operate on the platform or the amount of products that they can offer.This allows the same products to be sold by many retailers,each competing for the maximum amount of sales.When a shopper lands on a pr

16、oduct detail page,Amazons algorithm chooses one seller whose details appear in the Buy Box the white box on the right-hand side of the page.When a customer clicks on the“Add to Cart”button or“Buy Now”button,the sale goes to the seller in this box.This seller,commonly known as the Buy Box“winner,”wil

17、l make far more sales than any other seller for that product.On a desktop,laptop,or tablet,all of the product information appears on one page.To purchase a particular product,buyers will either go straight to the Buy Box,choose a seller from the“Other Sellers on Amazon”box,or click on the link that

18、will take them to all sellers offerings on the Offer Listing page.On both Amazon mobile and the Amazon app,however,the customer has to scroll down a vertical chain of information,and the Buy Box appears directly beneath the product image and price.The“Add to Cart”button appears prominently on the ap

19、p and mobile,as does the“Buy Now”button.If shoppers like what they see,there is no reason for them to scroll down any further.All third-party sellers hope to see their products appear in the illustrious Amazon Buy Box,also known as the Featured Offer.“Buy Box sales receive a greater lift when transa

20、cted on a mobile phone.In addition,there is a small box dedicated to“Other Sellers on Amazon,”which can be found after the Buy Box and above the products details on Amazons mobile and app versions.This area only shows pricing for one alternative new or used item,while linking to another page contain

21、ing information for all other sellers of the same product.Since the“Other Sellers on Amazon”space is not as prominently featured as the“Add to Cart”button,“Buy Now”button,or the Featured Offer pricing and shipping information,mobile shoppers are much more likely to purchase from the Buy Box,which is

22、 why sellers who do not win this coveted spot or optimize their listings across desktop and mobile are at a major competitive disadvantage.5 FEEDVISORWHAT IS THE BUY BOX?How Important Is the Buy Box?Amazons commitment to innovation and a customer-first mentality have made it a go-to shopping destina

23、tion for consumers as well as an integral channel for any sellers or retailers e-commerce strategy.With over 300 million active customer accounts,sellers have the opportunity to reach millions of customers in over 180 countries as an Amazon selling partner.Despite the rising costs associated with se

24、lling,mainly caused by inflation and supply chain disruptions,third-party marketplace sales on Amazon grew 13%YoY in 2023,while first-party sales grew 6%YoY.1Amazon third-party(3P)sales are only set to grow even more in 2024,making the Buy Box the single most important revenue driver for marketplace

25、 sellers today.Understanding how it works,therefore,is critical for sellers who want to tap into the profit potential that this coveted piece of online real estate offers.Over 80%of Amazons marketplace sales take place through the Buy Box,and this number greatly increases with Amazon mobile sales.It

26、 is vital for sellers to understand how Amazon determines who acquires the desired Buy Box position,as it has the capacity to make or break an online business.“A product in the Buy Box will sell four times more than the same product without the Buy Box.1 Marketplace Pulse6 FEEDVISORHow the Buy Box W

27、orksAs a customer-centric company,Amazons goal is to offer the best possible end-to-end experience for its shoppers.The Buy Box,or Featured Offer,was created with the objective of comparing multiple offerings of the same product in order to determine which will give the customer the highest level of

28、 satisfaction and showcase Amazons commitment to operational excellence.The Amazon Buy Box uses an algorithm designed to help customers find the best possible value for their money.It does this by determining which product offering provides the best balance of high seller performance and competitive

29、 prices two critical variables in a seamless customer experience.When determining which product offering will win the Buy Box,the algorithm first determines which of the competing offerings meets all of the necessary minimum requirements.It then breaks down each eligible offering into many different

30、 variables,and evaluates each one relative to the other sellers offering the same product.Buy Box RotationsAmazon has long abandoned the idea of giving the Buy Box to a single seller for very popular products.Instead,the Buy Box is shared between several sellers,with their“share”of the Buy Box deter

31、mined by the variables mentioned below.For example,if there are 10 perfectly equal sellers all competing for the Buy Box of the same product,each might get 10%share.This means that each sellers offering will be shown in the Buy Box for 10%of each day.Alternatively,a relatively high-performing seller

32、 could have 70%of the Buy Box,an average seller could have 25%,and a lower-performing seller,5%.Therefore,instead of saying that a seller wins or loses the Buy Box,the correct description is that a particular seller has a lesser or greater share of the Buy Box.It is important to note that Buy Box ro

33、tations do not always take place.When they do,they are often dependent on the product,the competitive landscape,and the time of day.Furthermore,these rotations are hidden from the customer,as Amazon uses cookies to ensure each customer sees only one Buy Box winner per hour.However,if the Buy Box win

34、ners metrics change,such as the price of the product or the amount of available stock,Amazon may rotate to another seller before the one-hour time period is up.These changes,however,are not instantaneous,and could take as long as 15 minutes to be updated.The Buy Box offers consumers the best balance

35、 of high seller performance and low price.“Optimize your Amazon prices with AI-Driven technology: FEEDVISORHOW THE BUY BOX WORKSBeating Amazon to the Buy BoxSellers often ask why Amazon itself seems to always be the Buy Box winner,and if it is possible to ever beat it to that highly sought-after pos

36、ition.Overall,the Buy Box treats Amazon as a seller with perfect customer experience metrics.Therefore,if a merchant has near-perfect customer metrics,or a very low landed price,that seller will often share the Buy Box with Amazon,or even beat the company if the price is low enough.When No Seller Qu

37、alifies for the Buy BoxThere are two instances in which no seller will win the Buy Box.In these cases,the Buy Box will show a“See All Buying Options”button,and the buyer will be taken to the Offer Listing page(also known as the“More Buying Choices”page),which lists all merchants who sell the product

38、 in order of landed price only.The two instances are listed below:1.When no seller meets the requirements to win the Buy Box,or sellers that do meet the requirements have substandard seller metrics.2.When the sellers prices are deemed unreasonable because they are higher than the list price.The list

39、 price is the full retail price suggested by the manufacturer or supplier,or estimated according to standard industry practice found below the product name on the product detail page.Owning the Buy BoxIt is also possible for a seller to have already secured the Buy Box for a product.This is most com

40、mon for Private Labels and brands,as they only sell their own branded products with unique codes(ASINs)and Buy Boxes meaning they dont have to compete with other sellers for the Buy Box on the same product and ASIN.However,there are occasions when an unauthorized seller can list a counterfeit versio

41、n of your product on the platform commonly known as“hijacking”a products Buy Box.These unauthorized operators take advantage of product listings without permission,using the credibility and visibility of well-known brands to promote counterfeit or unauthorized items.To report an unauthorized seller,

42、file an Amazon Infringement Report as soon as possible.Here,a seller will attach ownership and authorization documentation,a detailed description of the infringement,and other supporting information.8 FEEDVISORBuy Box RequirementsWhen competing for the Buy Box,the seller has to first meet the three

43、key criteria listed below:1.Must Have a Professional Seller or Vendor Central AccountOnly sellers paying Amazon the monthly subscription fee for a Professional Seller account will be considered for the Buy Box.Merchants with Individual Seller accounts cannot compete for the Buy Box.2.Must Have Buy B

44、ox EligibilityIn order to win the Buy Box,a seller must be Buy Box-eligible for the product.This status is awarded to experienced Professional Seller account holders who have spent time selling on the Amazon platform.They must also possess high levels of performance.To check Buy Box eligibility:Clic

45、k on the Inventory tab in Amazon Seller Central and select“Manage Inventory”.Click on the Preferences tab.Select“Buy Box Eligible.”At the bottom of the page,click “Save Changes.”A“Buy Box Eligible”column will now show the eligibility status for each ASIN in your inventory.In order to be Buy Box-elig

46、ible,a seller needs to fulfill certain criteria.“3.Must Be Selling a New ItemThe item being sold must be new.Used items,along with new items that do not win the Buy Box,are showcased in the“Used and New”area,which features the availability for items not promoted in the Buy Box and links to the full

47、Offer Listing page with details on all available products.Certified refurbished items generally have their own unique ASINs,and therefore do not compete with new merchandise for the main Buy Box.Since the Buy Box for new items always appears first,and most sellers sell new items,the focus of this gu

48、ide is on optimizing this crucial space.However,sellers of used items can benefit as well from this material,since many of the same best practices still apply.Please note that sellers may see that they are eligible to win the Buy Box for some products,but not for others.If a seller believes to have

49、met all the required criteria and has not been awarded Buy Box-eligible status,the seller can contact Amazon seller support directly to request to be considered for this status.Win the Buy Box with Feedvisors repricing solutions at FEEDVISORSecondary to the Buy BoxOther Sellers on AmazonA seller who

50、 does not win the Buy Box still has a chance of appearing on the product detail page by being placed in the“Other Sellers on Amazon”box,which appears directly below the box for“Used and New”items.Although this is not as ideal as winning the Buy Box,a seller who is featured in the“Other Sellers on Am

51、azon”box has more of a chance of making sales than other sellers.Sellers who appear in the“Other Sellers on Amazon”box must possess all three aforementioned requirements necessary to qualify for the Buy Box and to be eligible for the Featured Offer.Up to three listings are selected to appear in this

52、 box,which also provides pricing,shipping details,plus a link to the Offer Listing page.Offer Listing PageThe Offer Listing page displays all sales listings for a product offered by a variety of sellers,regardless of condition and whether they qualify for the Buy Box or not.The Offer Listing page ca

53、n be selected from the“used and new”section and is presented as a slide-in module on a products page.Amazon orders each offering on the list based on a variety of important factors,such as customer feedback ratings and pricing,and the list can be filtered by the shopper as well as by Prime eligibili

54、ty,free delivery eligibility,and item condition.The Buy Box is not the only way to make sales on Amazon.“10 FEEDVISORVariables That Affect the Buy BoxOnce product eligibility has been determined,Amazon then compares multiple variables of each offering to determine which provides the best overall val

55、ue for the customer.The weights assigned to each variable can change on a product-to-product or a category-to-category basis.Therefore,even though a seller could be losing to a competitor on one product,the same seller could be beating the same competitor on another unrelated product.Amazon consider

56、s many different factors in determining who wins the Buy Box.The importance of each variable can change according to the product.It is vital to remember that all variables are measured relative to their competitors offerings.For example,having an on-time delivery score of 98%could have a negative ef

57、fect on winning the Buy Box if a near identical seller has a 99%rating.However,the chances of winning the Buy Box would increase if the seller was competing against someone with a 96%rating.At the end of the day,Amazons algorithm will never be fully understood by the outside seller.However,a sophist

58、icated optimization solution like Feedvisors award-winning algorithmic repricer can detect these changes is how todays leading sellers and retailers can maintain visibility into these key variables in real time,so they can analyze the data and take automated actions that drive results.1.Fulfillment

59、Method:Fulfillment By Amazon(FBA)The most important variable considered by Amazons Buy Box algorithm is the items fulfillment method.Amazon considers its own fulfillment service to have perfect scores for multiple variables,including Shipping Time(also known as Transit Time),On-Time Delivery Rate,an

60、d Inventory Depth.Until recently,it was much more likely for merchants who use FBA to win the Buy Box.Although a Fulfillment by Merchant(FBM)seller could still beat an FBA seller to the Buy Box,doing so would require high relative scores in all areas and/or a very low price.For this reason,utilizing

61、 FBA has always been the quickest and easiest way to drastically improve ones chances of winning the Buy Box.Ultimately,though,this has to be a strategic business decision for the seller,as it has many other implications and should be carefully thought through so logistics can be planned properly.An

62、 FBA product appears on the Offer Listing page as follows:Maintain visibility into key variables in real time with Feedvisors AI-powered repricer at FEEDVISORVARIABLES THAT AFFECT THE BUY BOX2.Fulfillment Method:Seller Fulfilled Prime(SFP)With Seller Fulfilled Prime,high-performing,qualified sellers

63、 have the option of displaying the Amazon Prime badge on orders fulfilled via their own warehouse or third-party logistics providers,allowing them to maintain control of their fulfillment operations.This is especially useful for sellers of large or heavy products,since using FBA requires them to pay

64、 an additional cost to ship the products to an Amazon fulfillment center.By eliminating these shipping and handling fees,as well as FBA long-term storage fees,sellers are able to offer lower prices,or increase their margins on these products.Sellers have the option to leverage Amazons Buy Shipping s

65、ervices for their shipping needs,allowing them to benefit from Amazons negotiated rates and service levels.The shift to Seller Fulfilled Prime(SFP)not only brings cost savings but also reshapes the competitive landscape,influencing how sellers compete and secure the coveted Buy Box.Customers have a

66、higher tendency to pay more to a Prime badge owner and with that badge,sellers in turn have a greater chance of winning the Buy Box.Best Products for Seller Fulfilled PrimeProducts with seasonal or unpredictable demandItems with variationsSlow-moving goodsInventory that requires special handling or

67、preparationHigh-value items12 FEEDVISORVARIABLES THAT AFFECT THE BUY BOXTo be eligible for SFP,sellers need to prove their ability to meet Prime customers expectations for service by meeting certain criteria before,during,and after a trial period.Participate for 30 daysShip 100 or more packages from

68、 Prime trial ordersAn on-time delivery rate of at least 93.5%A valid tracking rate of at least 99%A seller-initiated cancellation rate of less than 0.5%Meet minimum thresholds for one-day and two-day delivery speeds as viewed by Prime customer detail page viewsHave a domestic US address as your defa

69、ult shipping addressHave an Amazon Professional selling accountSelf-fulfilled at least 100 packagesCancellation rate less than 2.5%Valid tracking rate greater than 95%Late shipment rate less than 4%Once the trial period is successfully completed(after a minimum of 100 orders meet the criteria above)

70、sellers will automatically be enrolled into Seller Fulfilled Prime and enrolled ASINs will display the Prime badge to customers.Free one-day and two-day delivery for Prime customersFree nationwide standard shipping for all customersMeet minimum thresholds for one-day and two-day delivery speeds as v

71、iewed by Prime customer detail page viewsAn on-time delivery rate of at least 93.5%A valid tracking rate of at least 99%A seller-initiated cancellation rate of less than 0.5%Ship and deliver Prime orders on weekends(Saturday,Sunday,or both)Offer Free Returns on items weighing under 50 lbAll post-ord

72、er customer service inquiries are managed by AmazonAmazon has historically suspended sellers who failed to meet any certain metric.Thanks to recent changes,sellers now have a three-strike allowance per program requirement.This provides sellers with greater flexibility to address issues.Nevertheless,

73、reaching the three-strike limit necessitates a return to the pre-qualification process,representing a significant reset within the program.Sellers wishing to sign up for Seller Fulfilled Prime must complete a trial period to show they meet the requirements.The Prime badge will NOT be displayed on it

74、ems enrolled in Seller Fulfilled Prime during this time,however,order processing must still be handled with a zero-day handling time.The pre-qualification criteria are as follows:The criteria to pass the Seller Fulfilled Prime trial include:Courtesy of AmazonThe requirements to maintain Seller Fulfi

75、lled Prime status include:13 FEEDVISORVARIABLES THAT AFFECT THE BUY BOX3.Landed PriceThe landed price is the total amount that the product is sold for on Amazon.This includes shipping in the United States,and shipping and VAT in the UK and Europe.A lower landed price will increase the sellers Buy Bo

76、x share.This is another simple variable to manipulate,as it is the only one that the seller can control directly and instantly.If the sellers overall performance metrics are inferior to those of the competition,then the seller will need to lower the price of the product to gain a greater share of th

77、e Buy Box.The lower these metrics are,relative to the competing sellers,the lower the seller needs to drop the price in order to compete for the Buy Box.Price is certainly key to winning the Buy Box.However,on its own,it is not enough.Conversely,the higher the sellers performance metrics are in rela

78、tion to the competition for a specific product,the higher the price may be raised while still holding on to a healthy share of the Buy Box.A higher seller rating and lower Order Defect Rate means the same item can be sold at a higher cost and maintain the same share of the Buy Box.Having a true algo

79、rithmic pricing platform in place like Feedvisors award-winning technology can help you beat out Buy Box competition by having a solution that will automatically adjust prices for optimal impact based on real-time market data and operational insights.A products landed price can be seen on the Amazon

80、 product page as follows:Try Feedvisors award-winning repricer for the best landed price: FEEDVISORVARIABLES THAT AFFECT THE BUY BOX4.Shipping TimeAnother essential metric Amazon looks to determine Buy Box positioning is the time in which the seller promises to ship the item to the customer.Sellers

81、who can offer faster options for shipping are more likely to be prioritized at the Buy Box.For certain time-sensitive products and categories,such as birthday cards and perishable goods,the impact of this metric on the Buy Box will be even higher,since customers often demand swift shipping on such i

82、tems.Amazon arranges Shipping Time(also known as Transit Time)into several default brackets,with more specific options available within each time frame.The default Transit Times in the U.S.are:Please note that the term“days”refers to business days,and does not usually include Saturdays or Sundays,un

83、less weekend delivery is enabled.Holidays are also taken into account.Again,jumping between the brackets will have greater significance than moving within them.For example,sellers who improve their Shipping Time from seven days to five days may see an increase in their Buy Box share.However,improvin

84、g it from five days to three or two days will have a much greater effect.A products Shipping Time is reflected in the time which the item is promised to arrive to the buyer.It can be seen on the Offer Listing page as follows:24 days5-8 days14-28 days15 FEEDVISORVARIABLES THAT AFFECT THE BUY BOX5.Sto

85、ck AvailabilityThere must be available stock of the item the merchant is trying to sell.Typically,if the item is not in stock,the seller cannot win the Buy Box.The Buy Box will not show“out of stock,”and instead it will just rotate the position to another seller.It is important to use inventory plan

86、ning best practices to keep your popular products in stock.However,there are exceptions to this rule,such as a backordered item.Today,most products can be listed as“backordered,”with a note that is visible in the product page.With a backorder,the seller will accept orders for the item,even though th

87、e product is not yet fulfillable and will only be shipped at a later date.Customers will see that the item is not available for shipping until the restock date.Amazon also recommends that sellers only offer backorders if they can fulfill orders within 30 days.These recommendations apply to pre-order

88、ed products as well,which allows shoppers to place orders on items in advance of their release dates.Backordered items can be featured in the Buy Box,but items that are immediately fulfillable are favored.Therefore,avoiding backorders should be a priority for all sellers.6.Order Defect RateThe Order

89、 Defect Rate(ODR)is a combination of three different metrics:The Negative Feedback RateThe A-to-Z Guarantee Claim Rate Credit Card Chargeback RateAmazon adds these three numbers together to work out the percentage of the defective orders that were sent.It includes all orders with at least one defect

90、 shown as a percentage of total orders that occurred during a given 60-day time frame.A sellers ODR(Order Defect Rate)takes into account multiple metrics.The higher the percentage,the less likely the seller is to win the Buy Box.While this score only has a relatively medium-level impact on the Buy B

91、ox algorithm,sellers with more than a 1%ODR may incur significant penalties,including account deactivation.Ideally,this number should always be kept below 1%to have a serious chance of winning the Buy Box.To optimize your pricing and inventory strategies in unison,get in touch with us at FEEDVISORVA

92、RIABLES THAT AFFECT THE BUY BOX7.Valid Tracking RateValid Tracking Rate is defined as the percentage of packages shipped with a valid tracking number,divided by the total number of packages that have been shipped and confirmed.Sellers are now required to provide valid tracking numbers of at least 99

93、%across all product categories.Tracking is not required for heavy/bulky freight shipments,or items shipped in Standard Mail or First Class Mail envelopes.Failing to do so will not only have a detrimental effect on Buy Box share but could also lead to sellers losing their ability to sell in that cate

94、gory.Valid Tracking Rate is calculated according to promised delivery date data over the course of a 30-day period.You may have to wait up to 72 hours for these reporting metrics to be accurately updated and reflected in Amazon Seller Central.8.Late Shipment RateLate Shipment Rate is the number of o

95、rders shipped later than the expected ship date.The expected ship date is calculated based on the handling time you set in Seller Central(in the Manage Your Inventory section).If you do not set a handling time,the default is one day for SKUs already handled in one day or less.It is recommended,there

96、fore,to ship and confirm shipment by the expected ship date.Ideally,this number should be kept below 4%in order to positively impact ones chances of winning the Buy Box.A rate above 4%could result in account deactivation.This metric is measured according to both 10-day and 30-day periods.This metric

97、 can be seen in Amazon Seller Central and only applies to seller-fulfilled orders.17 FEEDVISORVARIABLES THAT AFFECT THE BUY BOX9.On-Time DeliveryThis is the percentage of orders that buyers received by the estimated delivery date and is based on valid tracking information.A score of less than 93.57%

98、would normally have a strong negative effect on the Buy Box,however there is no penalty for not meeting performance target at this time.To calculate this percentage,the number of tracked packages that were delivered on time and according to the carriers tracking updates is divided by the number of p

99、ackages that have valid tracking information,which must be recorded within 48 hours of entering shipment confirmation.This metric reflects shipping performance data as of two weeks prior to the date that the rate is being viewed,which provides carriers and Amazons system time to make updates to deli

100、very confirmation data.This metric can be seen in Amazon Seller Central.If it meets Amazons targets for On-Time Delivery in tandem with an impressive Valid Tracking Rate,Amazon may give you the ability to offer reduced shipping or handling times on items in your inventory.Sellers will now have more

101、flexibility with a reduced fee from 97%to 93.5%.However,caution is still advised.Amazon is minimizing the use of “Promise Extensions,”where customers are provided a later delivery date to account for logistical challenges.Seller Fulfilled Prime performance metrics will now consider on-time delivery

102、performance with and without promise extensions.To prepare accordingly,Amazon has encouraged sellers to assess their On-Time Delivery Rate for orders without Promise Extensions to gauge their actual order fulfillment levels.10.Feedback RatingThis is the culmination of all of the feedback that a sell

103、er has received from customers and is grouped by the last 30 days,90 days,12 months,and Lifetime.The most recent feedback has the greatest effect on the Buy Box.In the below example,the 30-day feedback score was 98%,giving the seller 4.8 stars out of a maximum of five stars.This metric can be seen i

104、n Amazon Seller Central and is displayed as follows:To learn how to improve your seller performance metrics on Amazon,get in touch with us at FEEDVISORVARIABLES THAT AFFECT THE BUY BOX11.Customer Response TimeWhile initially believed to have little effect on the Buy Box,it is now evident that Custom

105、er Response Time plays a part in determining the Buy Box share.Amazon gauges response time by determining whether a seller is answering buyer messages within 24 hours including weekends and holidays.If a seller leaves too many messages unanswered for 24 hours or more,the chances of that seller winni

106、ng the Buy Box will severely decrease,in addition to a decline in their overall seller performance.It is important to note that responses to every customer message are included in these statistics,so it is important to respond to each one.Sellers should also know that auto replies do not count as re

107、sponses,but should a message not need a response like a thank-you note from a customer,make sure to check the“Mark as no response needed”box in the reply area within 24 hours so that the system will discount this message from the total metric,having neither a positive nor negative effect.12.Feedback

108、 CountThis is the total number of buyers that have given the seller feedback.This metric has a dual purpose.First,it is used to accurately weigh the Feedback Rating between sellers with a long history and a lot of feedback,and newer sellers with a short history and less feedback.It is also considere

109、d a key metric in and of itself,and sellers with a high score are more likely to win the Buy Box over a seller with a low score,relative to all other metrics being equal.This metric can be seen in Amazon Seller Central and is displayed as follows:19 FEEDVISORVARIABLES THAT AFFECT THE BUY BOX13.Inven

110、tory Depth and Sales VolumeAmazon prefers to give the Buy Box to sellers who have enough inventory to deal with the increased demand that the Buy Box may create.For that reason,sellers with a larger current inventory,consistent sales,and a strong stock history may be granted a greater Buy Box share.

111、The strength of the stock history is determined by how much time in the last 30 and 90 days the seller has been out of stock of this item.However,historical stock amounts do not seem to be taken into account.Even if a seller maintains a low stock level,they will be preferred over a perfectly equal c

112、ompetitive seller who has frequent fluctuations in stock quantity and often goes out of stock.These metrics have not been proven to have a strong effect on the Buy Box when compared to other higher-impact metrics.They may be used to distinguish between sellers who have very similar performance ratin

113、gs,and/or are bidding on very popular products,although we have not seen any strong proof of this.This metric is hidden and cannot be seen in Amazon Seller Central.Amazon will not award the Buy Box to a seller whose merchandise is frequently out of stock.14.Cancellation and Refund RatesThe Cancellat

114、ion Rate is the number of orders canceled by the seller pre-fulfillment as a percentage of total orders calculated during a given seven-day timeframe,and only applies to seller-fulfilled orders.While a positive score does not have a strong impact on the Buy Box share,a pre-fulfillment Cancellation R

115、ate greater than 2.5%will have a strong negative effect and can result in account deactivation.Meanwhile,Refund Rate is the number of orders refunded to the customer post-fulfillment.These metrics can be seen in the Amazon Seller Central and are displayed as follows:Pre-fulfillment Cancel RateLate S

116、hipment RateRefund Rate3.57%(2)0%(0)1.79%(1)1.21%(3)0%(0)6.05%(15)7 days30 daysRecent Customer Metrics Data20 FEEDVISORVARIABLES THAT AFFECT THE BUY BOX15.Nationwide Delivery CoverageStarting in 2024,Amazon requires that products in all three size categories Standard,Oversized,and Extra Large be mad

117、e accessible with fast shipping in the contiguous United States.When a product is equipped with a Prime shipping template,irrespective of its sizing tier,it is inherently accompanied by a guaranteed minimum delivery speed of 3-5 calendar days.Sellers are unable to modify this default setting.Sellers

118、 can define regions for faster delivery speeds such as same-day,one-day,and two-day options.All regions,regardless of speed,qualify for Prime branding and are subject to monitoring based on the delivery-speed requirement.The notable change is that sellers can now have the Prime badge nationwide for

119、oversized and extra-large SKUs.Previously,this ability was limited to the specific regional area where the seller operated.Courtesy of AmazonSize tierDefinitionStandard-sizeAn item will be considered standard-size if its package weight and dimensions meet all of the following:The length(or longest s

120、ide)is 18 inches or less The width(or median side)is 14 inches or less The height(or shortest side)is 8 inches or less The weight is 20 lb or lessOversizeAn item will be considered oversize if its package weight and dimensions exceed any of the standard-size conditions but do not meet any of the ext

121、ra large conditions.Extra largeAn item will be considered extra large if its package weight and dimensions meet any of the following:The length(or longest side)is 96 inches or moreThe length plus girth is 130 inches or more(girth is 2 x height+2 x width)The weight is 50 lb or moreThe item is a telev

122、ision and the length (or longest side)is 40 inches or moreWin the Buy Box with Feedvisors repricing solutions at FEEDVISORVARIABLES THAT AFFECT THE BUY BOX16.Delivery SpeedDelivery speed measures how often Prime customers view products with specific advertised delivery speeds.Amazon has expanded the

123、 delivery speed calculation for featured offers to include all page views from Prime customers in the contiguous US,regardless of the shipping option.This update also incorporates Sundays and holidays in the calculation,resulting in increased delivery speed metrics across all size tiers.Additionally

124、,orders will now be categorized as Prime when a Prime customer purchases an offer from a Prime shipping template,regardless of the chosen shipping option.This is a shift from the previous criteria,where orders were deemed Prime only if a Prime or non-Prime customer selected one-day or two-day delive

125、ry for an offer linked to a Prime shipping template.The new delivery speed metrics are as follows:Size tierSame day 1 day 2 daysStandard SizeN/A 30%70%OversizeN/A 10%45%Extra LargeN/AN/A 15%Courtesy of Amazon22 FEEDVISORBuy Box Misconceptions and MythsBefore you begin exploring new strategies and so

126、lutions for maximizing your share of the Buy Box,we must first dispel the myths about what the Buy Box is not.A plethora of articles have been written about how to outsmart the Buy Box and,while many of them may work in specific situations,these are generally oversimplified,outdated,or incorrect.Bel

127、ow are the most common fallacies about the Buy Box:Lowest Price Point ManipulationsThis theory claims that a seller who undercuts the lowest competition by a certain percentage and then takes off an extra penny will always win the Buy Box.After testing this theory extensively with multiple products,

128、at multiple price points,and in multiple categories,it is evident that this is not a fixed rule.The idea may have gained popularity because when it was tested on low-end products,it created a lot of false positives.Although lowering prices can increase ones chances of winning the Buy Box,the claim t

129、hat a certain magic bullet equation will guarantee the Buy Box certainly holds no truth.Continually lowering the price creates price wars between sellers,driving down profit margins on all sides.It is crucial to avoid these scenarios by employing holistic,data-driven optimization solutions that allo

130、w you to achieve an optimal balance between pricing and profits.Tech Tip:Using a repricing technology like Feedvisors powerful,“AI-first”platform can help you further grow The 2%Rotation RuleAnother false assumption is that if a sellers price is within 2%(or another percentage)of the current Buy Box

131、 winner,that seller is guaranteed to win the Buy Box at least a certain percentage of the time,as the Buy Box rotates between sellers.Again,there are no statistics or evidence to support this theory.Although it appears to work when tested,this is very likely another example of false positives.Buy Bo

132、x rotations do exist,but this has nothing to do with the 2%rotation rule.While we will explore the integral role that rotations play in Buy Box allocation,the assumption that they can be manipulated entirely by price has been proven wrong time and time again.Sellers and retailers need to have soluti

133、ons in place that can holistically take into account all the key factors that will affect your chances of winning the Buy Box.revenues and profits by pinpointing the optimal pricing for each of the products in your inventory.Instead of focusing solely on pricing your product the lowest to outbid com

134、petitors,Feedvisors technology experiments with raising the prices and monitors how the market including consumers and other sellers adjusts.23 FEEDVISORBUY BOX MISCONCEPTIONS AND MYTHSPricing is Irrelevant When Owning the Buy BoxSecuring the Buy Box isnt the sole solution for optimizing sales and p

135、rofits.While you might not face direct competition for the Buy Box on a particular ASIN,its essential to remain vigilant regarding competitors offering complementary or substitute products.Consider this 36%of customers stress the significance of conducting research before making a purchase,and 60%of

136、 them choose to do so on Amazon.1 Even if you have secured the Buy Box,customers are still evaluating it in comparison to the myriad of alternatives available.Most importantly,customers are scrutinizing your price,with 77%highlighting it as a crucial factor in their purchasing decisions.2 Are they l

137、ikely to find a better deal elsewhere?Is your product priced higher compared to the competition?With this in mind,its crucial to strategically price your products in alignment with competitors to achieve your business goals,whether its boosting sales,expanding market share,or other objectives.There

138、are three types of competitors to consider:Competing,Complementary,and Substitute.To establish a strategic advantage,brands should consider various factors influencing the demand and pricing of their products when formulating their pricing strategy,including:Shipping CostsInflationOverall Market Tre

139、ndsYour Customers BudgetYour Competitors PricesCombine all of these factors with the data on the pricing trends of competitive products to accurately reflect demand sensitivity to price,shaping an informed pricing strategy.Complementary:A product that enhances or goes well with another product.Compe

140、ting:A similar offering that serves the same or similar purpose as another product Substitute:An alternative that can fulfill the same consumer need or desire as another product.Tech Tip:Given the likelihood of your catalog featuring more than one SKU and the ever-changing nature of the marketplace,

141、manually tweaking prices for all your items can quickly become a time-consuming and confusing task.Swap your manual approach for dynamic pricing technology that adjusts prices on a more active and informed basis,rather than relying on occasional gut instinct changes on a monthly or quarterly basis.W

142、in the Buy Box with Feedvisors repricing solutions at Feedvisor 20232 Feedvisor 2023 FEEDVISOR24Final ThoughtsSince so many performance metrics and requirements can affect a sellers ability to win the Buy Box,it is crucial that businesses take the time to get a holistic view of their operations,so t

143、hey can make informed decisions on how to best optimize key areas to achieve maximum results.Sellers and retailers need to have the right technology solution in place to ensure they win the Buy Box at the optimal not necessarily the lowest price by taking into consideration every variable that impac

144、ts how the Buy Box winner and share are determined,such as fulfillment method,inventory levels,product costs,and more.By maintaining a consistently high share of the Buy Box through optimal pricing and experiences that delight customers,sellers will see demand and sales on their products soar.These

145、results can be further amplified when used as part of a holistic Amazon optimization solution that takes into account every important aspect of your business,including advertising campaigns,inventory management,product page SEO,and more.For sellers and retailers,these optimization strategies must in

146、clude examining key factors like Seller Authority,Sales History,and more in order to improve product ranking and receive better consideration from Amazons search algorithm.Advertising metrics such as Impressions,Pay-Per-Click(PPC)Sales,and Click-Through-Rate(CTR)are also analyzed by the companys alg

147、orithm to determine product placement in customer searches,all of which will further help improve your conversions and Buy Box share.Through understanding your customers and making sure your efforts are optimized with their needs in mind,the strategies in this guide can help your business improve pe

148、rformance and achieve Buy Box success.Win more Buy Box share without sacrificing profitability: FEEDVISORThe Amazon Buy Box Cheat Sheet MetricImpact on Buy Box Definition Best Way to Win the Buy Box For Buy BoxTime Period That Metric Impacts the Buy BoxFulfillment Method Very highHow the seller ship

149、s the item FBA or Seller Fulfilled Prime FBA/FBM/SFP CurrentStock Availability Very high If there is available stock of the item the seller is trying to sell 100%Avoid stock-outs and backorders CurrentDelivery Speed HighHow often Prime customers view products with advertised delivery speedHigher is

150、better,but depends on sizing tier45 daysLanded Price HighThe total price plus shipping Lower is better CurrentShipping TimeHighTime it takes to ship the item Up to two days Less than 14 daysCurrentOrder Defect RateMedium Negative Feedback Rate+A-to-Z Claim Rate+Chargeback Rate0%Less than 1%60 daysVa

151、lid Tracking Rate Medium Deliveries sent with full tracking information100%Greater than 99%30 daysLate Shipment Rate Medium Number of orders shipped later than the expected ship date0%Less than 4%30 daysOn-Time Delivery Medium Orders that were delivered on time100%Greater than 93.5%14 daysFeedback R

152、ating MediumTotal of all feedback the seller has received Higher is better;most recent is most important LifetimeCustomer Response Time Medium How long the seller takes to reply to the customer Up to 12 hoursLess than 24 hours Last 90 daysFeedback Count Medium The number of customers that have given

153、 feedback Higher is better ConstantInventory Depth Low How often the seller runs out of stock Lower is better Last 90 daysCancellation Rate Low How often the seller cancels an order0%Less than 2.5%7 daysRefund Rate Low How often customers ask for a refund Lower is better7 days26 FEEDVISORThe Amazon

154、Acronym GlossaryASIN:Amazon Standard Identification NumberA unique 10-digit code assigned to each product sold on Amazon.ASINs are the same across all Amazon sites.BMVD:Books,Music,Video,and DVDA category of items sold on Amazon.Amazon actually began as an online store for BMVD products,and its term

155、s for them still remain slightly different than all other categories.EAN:European Article Number/International Article NumberA 13-digit code that is given to retail products and can be found either on the outer packaging of a product or the back cover of a book,below the bar code.FBA:Fulfillment By

156、AmazonWhen Amazon is in control of the sellers entire shipping and handling process.The seller pays a service fee and ships inventory to an Amazon warehouse.When an order is placed,Amazon employees select,package,and ship the item to the buyer.FBM:Fulfillment By MerchantWhen the seller is in control

157、 of his entire shipping and handling process.Instead of paying a service fee and shipping inventory to Amazon to handle,the seller uses his or her own resources and sends the items directly to the buyer.FNSKU:Fulfillment Network Stock Keeping UnitThis unique identifier is the way that Amazon identif

158、ies a product as unique to the seller who has sent it to the Amazon fulfillment center.It is printed on product labels.GTIN:Global Trade Item NumberThe umbrella term used to cover several numbers used to identify every product sold on Amazon.It includes UPC,ISBN,and EAN,among others.ISBN:Internation

159、al Standard Book NumberEvery publicly printed book is assigned one of these(usually)13-digit numbers.It is located on the packaging and/or back cover of the specific product located above the bar code.MAP:Minimum Advertised PriceA suppliers pricing policy that prevents a seller from advertising pric

160、es below a specific amount.MSRP:Manufacturers Suggested Retail PriceThe price at which the manufacturer recommends the retailer sell the product.It does not necessarily correspond to the price retailers actually set.SFP:Seller Fulfilled PrimeWith SFP,sellers can display the Prime badge on listings t

161、hat they fulfill from their own facilities.SKU:Stock Keeping UnitThis is a number/letter combination used to identify a billable item in a companys inventory.Companies use SKUs to manage inventory effectively using computerized systems,rather than having to keep track of everything manually.UPC:Univ

162、ersal Product Code A 12-digit scannable bar code that is used to track retail items in many countries,including the USA and UK.It is located below the barcode on the packaging of an item or the back cover of a book.27 FEEDVISORDrive Demand and Sales with AI-Powered Repricing and Advertising Optimiza

163、tion,Starting at$100 a MonthMaximize Campaign Performance Leverage impactful advertising optimization,driving keyword harvesting and campaign optimization.The Top AI-Powered RepricerHarness the power of the latest AI technology to gain a competitive advantage and optimize your pricing strategies.Dat

164、a-Driven Insights Make informed decisions with access to real-time market data and performance analytics.64%increase in revenue 40%increase sales51%improvement in sales rankOur clients see results:Start your 14-day free trial: have used Feedvisor for almost 5 years now.I can clearly say that we woul

165、d not be as successful as we are on Amazon without Feedvisor.We have been able to reliably grow our sales year over year and stay competitive without increasing our inventory liability,thanks to the reporting and repricing feature in Feedvisor.-Steven L.,E-Commerce Specialist“REPRICING OPTIMIZATION|

166、ADVERTISING OPTIMIZATION|POWERFUL ANALYTICSExperience the power of Feedvisor with:Increased Profitability Maximize profit margins by automating pricing strategies and identifying revenue opportunities.Enhanced Visibility Reach your target audience with precision-targeted advertising campaigns.Time and Cost Savings Streamline your operations and save valuable time and resources.Try Us Free Today