Amazon keeps a close eye on what it calls „customer metrics“, including return rates, cancellation rates, how often you’re late dispatching the goods and whether you’ve been caught violating policies. Imagine you’re selling the digital Apple iwatch. Amazon will only show one product page, but one of the sellers will be chosen as the default; in other words, that seller will get the sale when the customer clicks Add to Basket. If Amazon stocks the item, it will be the default; if not, it uses customer metrics, price and, no doubt, sales performance to choose the seller. The number of times you’re the default divided into the number of times the page has been viewed is the “buy box percentage”. This is a key performance metric and has a big impact on conversion rates. So, it pays to provide Amazon-level, or better, customer service. Make sure goods are as described, dispatch quickly and on time, respond to queries promptly and stick within all policies. Finally, have a system in place for customer feedback. New customers are more likely to buy from a seller with several positive ratings – even a few can make a big difference. And, after all, you should be interested in what your customers have to say about your service and products. Amazon offers a powerful platform for selling products, but making a success of it requires time, attention and care. You must pick the right products, create good listing, get systems in place to fulfil orders efficiently and, above all, get your keywords right.
Buy box criteria overview: