If the seller who is sold on Amazon or the Amazon seller who is sold by others will be familiar with the shopping cart, because the Listing you work hard may be sold by some unscrupulous sellers, so As a result, your profits have been greatly reduced, and you may also be professional and sell, to do some conventional products, and those products have a lot of sales. How to earn more money is to get more shopping carts. Generally There is no shopping cart in the new account, but after you sell a few products, you will start a shopping cart, or you can get more shopping carts when your price is reduced.

1. What is Buy Box?

BUY BOX in Amazon is a golden shopping cart that every merchant wants to seize. It is located on the right of a single product page. Buy location. As long as the buyer clicks ADD To CART, the page will automatically jump to the seller shop owned by this Buy Box.

In each product, Amazon will choose a seller to occupy the position of this Buy Box, and the selected seller's darling can enjoy the steady stream of orders and attention.

2. Buy Box

The number of third -party sellers in Amazon continued Buy Box provides unique opportunities for online sales sellers. Therefore, familiarity with the operation of Buy Box is essential to develop potential markets for sellers.

According to statistics, 82%of Amazon transactions are completed through Buy Box, which means that the chance of selling products with Buy Box is far higher than other sellers. For sellers, how to obtain Buy Box is important to increase store sales.

3. BUY BOX's two major misunderstandings

1, [ 123] Buy Box is only related to the price

Buy Box is not just related to the price. Experiments have proved that in low -end products, the connection with Buy Box may be closer, and this connection is not obvious in mid -to -high -end products. Therefore, it cannot be unilaterally considered to win the Buy Box as long as it is low.

2, Buy Box is only prepared for Amazon's own

Amazon will have its own merchants (that is, Amazon itself) Positioning as a perfect seller, but it does not mean that third -party sellers do not get the possibility of Buy Box. According to statistics, Amazon's 1/3 sales from third parties are from third -party sellers. If the rating of a third -party seller is also close to the perfect seller and the price is reasonable, then they are likely to compete with Amazon's own merchants to compete for BUY BOX.

Four, The operating mode of Buy Box Amazon gave up the fixed BUY BOX very early On the contrary, the sharing of Buy Box to many excellent sellers can not only improve the overall competitiveness of the seller's store, but also improve the buyer's good shopping experience.

For example, if there are 10 perfect sellers with the same conditions to compete for the BUY BOX of the same product, they each account for 10%. This means that every seller who displayed products in Buy Box may get 10 customers' access to the product page.

Generally speaking, 70%of sellers with higher sellers have a chance to get BUY BOX. There are 25%of the seller of the seller level. There are only 5%of the sellers with lower sellers. Therefore, it is better to say that the seller wins or loses the Buy Box, it is better to say that there are too few outstanding sellers who can get Buy Box.

It is worth noting that the operation of Buy Box is not often available, and their occurrence depends on product competition and daily time. In addition, because Amazon uses cookies to ensure that each customer can only see a seller who gets BUY BOX per hour, some Buy Box operation is hidden. However, if the seller of the Buy Box has changed for some reasons, such as changes in product prices or inventory, Amazon will transfer BUY BOX to another seller before an hour cycle.

5,

How to win the Buy Box gold shopping cart Many sellers are very confused, why Amazon Amazon Can its own sellers often get Buy Box? Is it possible for third -party sellers to defeat Amazon's own seller to get BUY BOX? BUY BOX treats Amazon as a seller with a perfect customer experience indicator. Therefore, if a seller has a close to perfect customer indicator or a very competitive product price, then they also have the opportunity to get Buy Box.

(1)

Variables that affect Buy Box Variables with greater influence [ 123]

1. Delivery method

: The transportation time of Amazon's own delivery product, according to the delivery rate and inventory data score. The use of FBA will greatly increase the probability of sellers to obtain Buy Box.

In the same situation, the order of occupying Buy Box: Amazon has its own seller \u0026 gt; fba \u0026 gt; local delivery \u0026 gt; China shipments 2. The final price

: The final price is the price (including freight and tariffs) charged when the seller transports the product to Amazon. The higher the seller's rating, the higher the price of Amazon, and at the same time he retains the location of the Buy Box.

3. Seller rating : The seller rating is the overall experience of the seller's provision of the buyer. A successful order Amazon will reward 100 points to the seller. If you use some additional services, Amazon will reward another score to the seller. The delivery time can only get 0 points late. The order cancellation will deduct 100 points. The bad review will deduct 500 points. The total score of the seller is the average transaction score of a seller in the past year. The more recent scores, the higher the proportion given.

4. Transportation time : The transportation time can be said to be a very important factor. Pay delivery on time is very important for whether it can be obtained. Amazon's transportation time is divided into: 0-2 days, 3-7 days, 8-13 days, and 14 days.

Middle influence variable

1. Order defect rate : ODR for short, consisting of three factors: differential review rate, A-Z (trading guarantee claims) and refund payment rate. The score is divided into two parts, short -term and 32 days to 122 days from 17 days to 77 days. The order over the past 17 days is not included. Regardless of the long -term or short term, if the order error rate is greater than 1%, it will greatly reduce the chance of the seller to get the Buy Box.

2. Evaluation score : Buyer score, new scores have a greater impact.

3. The history of transportation : Transportation related scores include the delivery rate, delayed delivery rate, and tracking orders. These ratio is divided into 7 days, 30 days, and 90 days.

4. Seller feedback time : Whether you can quickly reply to buyers also affect the opportunity to get BUY BOX. Review more than 90%of buyers in 24 hours to have the opportunity to enter BUY BOX.

Variables that have lower influence

1. The number of buyers evaluated the number

2, inventory depth and sales Number 3. Cancellation and refund ratio: The cancellation rate exceeds 2.5%will affect the opportunity to get Buy Box.

(2)

Winning Buy Box requirements

1. Must be a registered professional seller account;

2. It must be Amazon's sales chance of 2-6 months, with a relatively high seller level, delivery rating and defect rate of less than 1%; 3 The status of the product must be new. If it is renovated or second -hand products, Buy Box has another set of standards; 4. The product must have inventory. If there is no inventory of the seller who meets the requirements, the Buy Box will automatically transfer to the second seller.

(3)

Won the skills of BUY BOX

1. The publication of the product quickly.

2. Set targets on each variable, and focus on the variables that have a greater impact, but you cannot ignore any variable, for example, for sellers with smaller product fluctuations, although there is nothing, although there is nothing Change of competition can show their advantages, but they can choose to start with transportation time to reduce the number of transportation days, standing out of the only few competitors.

3. Hold the opportunity to manage the time, you grab it when others sleep. 4. Real -time optimization price, including manual price adjustment

,

rules price adjustment

and

tools Price

. Manual price adjustment: It is the seller's manual update price method through the Amazon background inventory page or a third -party platform. This is the easiest method of re -pricing. The controllable system and visibility are high, but the workload is very large and the efficiency is low. Suitable for manual price adjustment products: A small number of high value products b special product or handmade product

] C products that do not compete with Amazon D Products priced by the manufacturer

Rule price adjustment:

is every one of the sellers focusing on the competitors The price of the product automatically adjusts the price according to certain rules. This is currently the most popular re -pricing method. It is to defeat the minimum price of market products by setting a certain amount of amount or a 20%decrease of all products on the basis of the minimum price. However, this method only considers the price of competitors, but ignores other seller indicators, which is not comprehensive enough. (It is recommended to use third -party tools to seize BUY BOX)

Products suitable for regulatory prices:

A book, movie or other media products

B products sold by non -special -color sellers [ 123]

C needs to consignment products

D low -profit product

Tool adjustment: It is the seller's determination of the seller's use of a computer based on the market conditions to determine The best method of product. This pricing method is a bit similar to stock market selling. It is the most advanced re -pricing technology. Unlike the rules, the algorithm adjustment can grasp every variable that affects BUY BOX, and it can set up a optimal price to ensure that it can win BUY BOX and earn high profits.

Products suitable for the price adjustment of tools:

A product sold by professional sellers or enterprise -level products

B containing high -profile products

C number thousands of numbers Wan's special product

D wide and unique product and product line

Summary : Master the rules of the game and use the rules of the game to win game. To grab Buy Box, you must first understand Buy Box, study and use, seize the high ground, and win.