Smply put, the Amazon Buy Box is important for Amazon sellers because it is what can give them the highest possibility of selling a product. It is one of the vital features any Amazon seller should be paying attention to. Winning it exponentially increases the likelihood of making a sale.
The Amazon Buy Box is not exactly a conspicuous box labeled “Buy” or “Buy Me.” Instead, it is a portion of an Amazon product details page that bears the “Add to Cart” button. Amazon, for the uninitiated, is a marketplace with multitudes of sellers. Naturally, there are many times when these sellers offer the same products. On Amazon, these similar products are not individually listed in rows or grids. Instead, there is one that wins the Buy Box while the rest are relegated to the “Other Sellers on Amazon” section. The product that wins the Buy Box is the product that will be sold when a customer clicks on the “Add to Cart” button.
Like an Endorsement from Amazon
Essentially, the Amazon Buy Box is like an endorsement from Amazon. It’s like becoming the “recommended” product among other similar products. It’s like a seal of trust, some form of reassurance to customers that a specific product is a good representation of all the products similar to it. This can also imply that the seller of a product that is in the Buy Box is a trustworthy one, so buyers should not have to worry about buying from them.
Most Sales Are through the Buy Box
Many articles online quote that Amazon sales through the Buy Box account for around 82% of the total Amazon sales. Some even claim that it goes up to 90%. Regardless of what the exact number is, it can’t be denied that the Buy Box matters. Sellers who want to sell on the Amazon marketplace should make it a point that they win the Buy Box for their products as often as possible.
Most Buyers Don’t Pay Attention Beyond the Buy Box
There’s a reason why an overwhelming percentage of total Amazon sales are through the Buy Box. This is arguably the buyers’ tendency to focus on what they find in the Buy Box. Not many wander into what other sellers are offering. That’s why products that win the Buy Box are the ones sold most frequently.
Again, the Amazon Buy Box is important. It’s not just some fancy distinction for products. It means something extremely significant. Sellers should always see to it that their products win it. It’s not something that can always be achieved but there are strategies that can be used to enhance the chances of getting the Buy Box.