Amazon doesn’t just allow any random seller to win the Buy Box. Amazon rules out sellers through prickly filters:
Sticky 1: You must have Featured Merchant status. To get that, you have to be sure that your claims and charge backs are kept to a minimum, and your customer feedback is glowing. Amazon will take a look at that and other metrics. They also view your shipping and customer service reviews, selling experience, and status as a Pro Merchant.
Sticky 2: Pro Merchant. All you have to do is go to your Amazon seller page and click on ‘Seller Help’ then ‘Pro Merchant Services.’ Sign up for the Pro Merchant Status for $39.99/month. Your $0.99 closing fees are waived, so if you sell over 41 items in a month, you actually save money. There are other inventory templates and product listing advantages included.
Sticky 3: You must be selling New Items. At least for the time being. In mid-November of 2013, Amazon will roll out its new Buy Used Box, allowing a means for used items to be sold through the same coveted platform.
~Mystery Sticky~: Though it’s not a requirement, it’s highly recommended that you use Amazon’s FBA fulfillment service to gain an unfair advantage over other sellers. It’s not a leap to venture that Amazon promotes in-house, so to speak.
Okay, so say you qualify and get past all of that (most competitive sellers do). There’s just one caveat. How do you compete with those who made the cut? Despite surviving the weeding out by Amazon, you’re still competing with a host of other sellers quite excellent like yourself. You didn’t journey this far only to come up empty. What you need is a tool. A tool to cut in line, if you will. What is it, you ask?
First, you have to understand that with all other factors being equal (equal to your competitors in availability, volume, refunds, customer feedback, customer support, A-Z claims, and Featured Merchant Status), the deciding factor Amazon defaults to prior to awarding sellers with the Buy Box is… PRICING. The lowest price will clinch the deal and turn the tide. As a rule then, the more competitive price you offer, the greater the opportunity to land in the Buy Box. Sounds easy, just drop your price lower than the lowest price, right? But when everyone is as engaged in lowering their prices as you are, a price war ensues. The nuances of a price war can be tiring and deflating.
It may sounds like it’s just a game to see whose bottom line is lower, but you actually deserve a better solution to stay ahead in the competition and that’s why several companies develop Repricer on the e-commerce market to help Amazon sellers. It not only helps to develop your strategies, but also allows you to keep competitive without sleep loss. (related: Should I Use Repricing Software on Amazon?)