Here is the fourth tip in our series:
4. Win the Buy Box to Increase Your Sales – Whenever a buyer does a search, several results come up. When the buyer clicks on one of the results, the page that comes up is the buy box. According to Amazon over 78% of all sales are made through the buy box, so winning the buy box is crucial to your success.
There are three ways to win the buy box every time:
- Be the lowest price including shipping. If a seller’s account is in good standing and they are the lowest price including shipping, their product will go in the buy box ahead of other sellers. Note however, if a seller is in FBA, then Amazon assumes their shipping cost to be zero. The reason for this is that Amazon Prime members get free 2-Day shipping on all products and all other Amazon buyers get free standard shipping on any item or shipment that totals over $35.Here is an example: I am selling a set of chef’s knives for $129 + $9.90 shipping. So the total with shipping is $138.90. If an FBA seller has those same set of knives, he can price them at $137.90 – $8.90 over my selling price but, $1 under my total price and he will win the buy box because Amazon assumes his shipping cost is zero.
- Sell an item than no one else has. If you find a unique item and list it on Amazon, since you are the only seller, you will have the buy box every time.
- Use Amazon’s bundling Policy to Create Unique Items. If someone is selling the same item as you are on Amazon, think of creative ways to create a unique product bundle. For example, one of the products I sell is Hazelnut oil.
By creating a bundle of three cans, I created a unique item and win the buy box every time (until someone copies me which sometimes happens).
You can also combine products to create a unique item. This is a set of 4 kitchen knives I bundled together with a knife sharpener.
You can combine almost anything to create unique product bundles. The one rule however, is if you create a bundle that includes a media item such as a book or a DVD, you cannot list it in the media category and you cannot combine media products with other media products.
If you want to learn how to sell on Amazon professionally, take a look at my latest training course – The Complete Amazon Marketing System.