An Overview of Amazon’s 2nd Buy Box
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Recently, Amazon introduced a new “Second Buy Box” feature with significant implications for brands selling on the platform. This blog post will explore the second buy box, what it means for brands, and how they can optimize their listings to take advantage of this new feature.
What is the Buy Box?
The buy box is the section on an Amazon product page that displays the “Add to Cart” and “Buy Now” buttons. It is where customers go to make a purchase. When multiple sellers offer the same product, Amazon selects one seller to feature in the buy box. This seller gets the majority of the sales for that product.
Second Buy Box and its implications on Brands selling on Amazon
Now, let’s move on to the second buy box. The second buy box is essentially a backup buy box that appears when the primary buy box is unavailable. This can happen for several reasons, such as the primary seller running out of stock or not meeting Amazon’s performance standards. When this happens, the second buy box becomes available, and a different seller gets the opportunity to win the sale.
As you can see in this image, the section highlighted in the red box shows two delivery options. This essentially is Amazon’s way of subtly giving buyers the option to purchase from different sellers.
What does this mean for brands selling on Amazon? An additional opportunity exists to win the sale, even if the primary buy box is unavailable. This can increase sales and revenue for brands that can take advantage of it.
However, winning the second buy box is not as straightforward as having the lowest price. Amazon considers several factors when deciding which seller to feature in the second buy box. These factors include shipping time, seller rating, and order defect rate.
How to Win the Second Buy Box?
Here are a few tips on what brands can do to optimize their listings and increase their chances of winning the second buy box:
- Improve your shipping time: One of the essential factors Amazon considers when selecting a seller for the second buy box is shipping time. Ensure your shipping times are as fast as possible to increase your chances of winning the sale.
- Maintain a high seller rating: Amazon also considers seller rating when selecting a seller for the second buy box. Ensure you provide excellent customer service and resolve any issues promptly to maintain a high rating.
- Keep your order defect rate low: Your order defect rate, which includes metrics such as negative feedback, A-to-z Guarantee claims, and chargebacks, can also impact your chances of winning the second buy box. Keep your order defect rate as low as possible by providing accurate product descriptions and promptly addressing customer concerns.
- Offer competitive pricing: While price isn’t the only factor Amazon considers when selecting a seller for the second buy box, it is still important. Ensure your prices are competitive with other sellers to increase your chances of winning the sale.
- Use Fulfillment by Amazon (FBA): Amazon favors sellers who use FBA because it ensures fast shipping times and reliable customer service. Consider using FBA to increase your chances of winning the second buy box.
In addition to these tips, it’s important to remember that the second buy box is still a new feature, and Amazon may continue to make changes and updates to how it works. Brands should stay current on any changes and adjust their strategies accordingly.
In conclusion, the second buy box is a significant new feature on Amazon that allows brands to increase their sales and revenue. However, winning the second buy box requires a combination of factors, including fast shipping times, a high seller rating, a low order defect rate, competitive pricing, and potentially using FBA. By optimizing their listings and staying updated on any Changes to the feature, brands can take advantage of this new opportunity and continue growing their Amazon sales.