Imperfect Buy Box wins with single seller
Hello,
I am a new seller on Amazon, selling my own brand products. There are no other sellers selling this product.
In this case, my Buy Box wins should always be 100%, right?
But my Buy Box wins stat is 73%, and for one marketplace it is 56%. How is this possible and is there something I can do about it?
My understanding of Buy Box wins was that when multiple sellers are selling the same product, then the % of times a particular seller’s offer is shown as “Add to Cart” is the Buy Box win rate. Do I understand the concept correctly?
40 replies
Seller_f5cnodyVjLD4S
The Featured Offer (Buy Box) percentage is calculated as the total page views in which you are the Featured Offer divided by the total page views received by products you list.
This why you (like many other sellers) are not automatically at 100%.
Seller_7VbclcPFFRTnc
Also if you are a new seller selling as fbm, you will not be eligible for buy box for 90 days
Seller_BS5lg2keRs2QO
No, since the buy box is not guaranteed even if you are the only seller.
Seller_PUgTge8LPB8FY
The help page to which @Anglozone posted the link give the totality of the information Amazon is willing to share about this.
It even gives suggestions as to how to improve your Buy Box eligibility.
Seller_NoMNQDGnEW5Bx
The % is often total nonsense too, my buy box wins don’t go over 20% and tend to be around 13% but the real figure is much higher
Seller_ZjZ4slOF0jHpk
I sell in Handmade and no one else can/is selling my products. My Buy Box Wins % jumps up and down every day. It’s currently 98%. Makes no sense, so I just ignore it.
Seller_JemplaY7Dzuol
We are exactly the same own branded products, only seller and when we started got very much obsessed by the buy box. After a few years we have realised it does not make a lot of sense. Some days 100% others 0% and anything in between. It does not seem to have any effect on the daily sales figures so i tend to ignore it now.
Seller_DROodOAYHftnc
Slightly off topic, but is there somewhere where I can see which of my items do have the buy box ? - is there a list somewhere ?
I never really bother as it is fairly irrelevant in the book/media category, but I do notice that it does go up and down on the box on my homepage. Today it is up 1%, but I have no idea what for.
Seller_AFC8oZfIXDfLr
We are in a similar situation to the OP except we are 100% FBM. We sell our own brand gaming PCs where no other seller can piggyback our ASIN. We instantly got the buy box in Italy and France as soon as we listed, we did not have to wait the 90 days. But on Spain and Germany certain listings just show the ‘see all buying options’ button. Consequently, these listings have yet to make a sale.
On one of our ASINs on the Spanish marketplace, we have 5 variations, 4 of which don’t have the buy box (only show ‘see more buying options’) and 1 which does. Guess which variation is the only one to sell in Spain? Yeah, it’s the one with the buy box. Clear evidence showing in my situation that not having the buy box, despite being the only seller, negatively impacts sales.
Another example is on the German marketplace. The majority of our listings do not have the buy box therefore we get a very small amount of sales in Germany. The only sales we get in Germany are from the only ASIN that consistently wins the buy box 100% of the time. It seems like the ‘see all buying options’ button discourages the customer from making a purchase.
I’d like to add that on France and Italy, where the buy box is won 100% of the time, we get orders across all ASINs and variations fairly evenly.
Seller_03A80x8hh1qZC
Amazon is definitely not changing the interface, that’s for sure.
The only thing is to check the pricing health page, and see if you can fix something. Their reference pricing system is ridiculous - sometimes if your “special” price is lower than “offer” price, you may be throwing yourself out of the buy box.
