Hack #1 – Buy Box
Many sellers wonder: are there any tricks to selling on Amazon you can use to rank a new product fast?
First of all you should remember that the best tip for selling is win the Buy Box.
It’s a significant part of successful sales on Amazon (but if you’re not manufacturing your own products).
Look at the 47 sellers of this product, but only 4 of them are shown on the product page. Only 4 sellers are getting most of the sales for this listing.
Are you one of the other 43? What should you do to win the Buy Box?
Buy Box Metrics
Foremost, let’s review known Buy Box metrics. They can basically be grouped into three categories:
- Pricing
It’s the most important Buy Box metric.
We can see that there are other offers “from $ 143.00” but those cheaper options are actually more expensive once you take shipping into account.
- Shipping Performance
Amazon encourage sellers to use their “Fulfilled by Amazon” program because the company puts an enormous priority on fast, hassle-free shipping for their customers.
Of course, shipping performance includes a number of individual metrics, including ODR and POP.
ODR (Order Defect Rate) – how many orders are canceled, returned, shipped improperly or get negative feedback for any reason.
POP (Perfect Order Percentage) – how many orders go perfectly smoothly without any customer intervention.
- Seller Rating
The next important success factor is the seller’s rating.
Every seller on the first page has a 90% rating or above. However, you can see that a seller with a 90% rating has a higher Amazon seller ranking than a 100% rating.
But don’t forget that giving the most accurate and informative product descriptions is the best way to have a happy customer. If your product is not exactly or better as described then the customer won’t be happy and unhappy customers tank your ratings.
Incorrect description - dissatisfied customers. Dissatisfied customers - low rating and lack of your product in the Buy Box list.
How to Win the Buy Box
What are the specific steps? There are only three:
1. Make sure you’re eligible. Your product must have the same ASIN (Amazon Standard Identification Number) as the listing you want to be featured on.
2. Lower your price. All you have to do is find out what your competitors are selling your product for, and offer to sell and ship it for one cent less. You rank higher in the Buy Box.
3. Use Fulfilled By Amazon. You’ll get a special orange Fulfillment By Amazon icon on your seller listing when you use FBA. You’ll also be able to compete on Amazon Prime listings, which is reason enough to join by itself. Plus, Amazon is constantly trying to push sellers onto FBA, so the sooner you hop on the bandwagon, the more rewards you’ll reap.