Amazon Buy Box Featured Offer Eligibility Change
The Amazon Buy Box is the holy grail of selling on Amazon – if your product is the Featured Offer then chances are you will be the one who gets the lions share of the sales until you either run out of stock or something changes such as a competitor offering a better price. Now, […]
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The Amazon Buy Box is the holy grail of selling on Amazon – if your product is the Featured Offer then chances are you will be the one who gets the lions share of the sales until you either run out of stock or something changes such as a competitor offering a better price.
Now, from the 20th of July, Amazon will remove the seller eligibility requirements for the Featured Offer for sellers in the EU and UK. Currently, Amazon determine which sellers are eligible based on seller performance criteria.
As Amazon have continued to improve their processes and hear feedback from sellers, they determined that this eligibility step is no longer required, so are removing it. Amazon not changing how the Featured Offer is selected.
They will continue to evaluate offers and select the Featured Offer based on criteria most important to customers, such as competitive pricing, delivery speed, and performance.
How the Buy Box Featured Offer is selected Amazon selects the Featured Offer for a product by evaluating all eligible offers to determine which is the most attractive for the customer. When no single offer is clearly more attractive than the other competing offers, then the Featured Offer could be a rotation of the best offers.
Offers that are not featured are still available to the customer from the All Offer Display. When a product has multiple variations (such as size or colour), the Featured Offer is determined separately for each variation. Therefore, you may have the Featured Offer for some product variations but not for others.
Similarly, customers may see different Featured Offers when shopping from different shipping locations or when enrolled in a Prime membership that provides them with access to offers with faster shipping speeds at no additional cost per order.
Tips to win the Buy Box Featured Offer Price your items competitively Offer fast, free shipping with tight delivery windows Provide customers with a great order experience Keep stock available When customers activate a search filter, such as delivery date search, they may see different Featured Offers that better meet their needs.
Customers may also see a different Featured Offer based on shipping location and/or enrolment in Prime, as Prime-enrolled customers may see lower shipping fees or faster Prime delivery promises. What doesn’t impact being selected for the Buy Box Featured Offer?
Customer reviews and star ratings: Amazon evaluate seller performance along the dimensions listed above, not through customer-submitted seller reviews or star ratings. Prime eligibility of the offer: If all other factors are equal, offers with or without the “Prime” badge are equally likely to be featured.
Fulfilment method: If all other factors are equal, offers fulfilled by Amazon or Fulfilled by Merchant are equally likely to be featured.
Original Source
This briefing is based on reporting from Tamebay. Use the original post for full primary-source context.
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