In the world of Amazon sales, the coveted Buy Box reigns supreme. Nestled prominently on product pages, it serves as a gateway to the lion’s share of purchases-over 82% to be precise. 

However, this prime digital real estate isn’t easily claimed or retained. Amazon’s enigmatic algorithm meticulously selects the winning seller, weighing various factors from price and shipping speed to seller ratings and fulfillment methods. Yet, for brands and sellers, the journey to Buy Box ownership is fraught with challenges, none of which is more daunting than the idea of Buy Box suppression. 

This dreaded phenomenon, which is completely at the mercy of Amazon’s algorithm, relegates sellers to the shadows of the marketplace, stripping them of visibility and sales potential. From pricing irregularities to messy inventory and falling seller metrics; a myriad of factors can trigger this unfortunate occurrence, leaving sellers scrambling for solutions. 

What exactly is the Amazon Buy Box and how does it work? 

Put simply, the Buy Box on Amazon is that little yellow button on a product page that says either “Add to Cart” or “Buy Now”, with the product’s price and seller information prominently displayed directly above it. 

Which seller’s offer appears in the Buy Box is determined entirely by Amazon’s closely guarded algorithm. What is known is that the algorithm uses a combination of factors, including price, shipping speed, seller rating, and fulfillment method (such as Fulfilled by Amazon). Winning the Amazon Buy Box is crucial for sellers as it significantly boosts sales since at least 82% of sales take place through that little button, rather than alternative offers listed on the same product page. If you’re interested in learning more about Amazon’s Buy Box, please check out this blog article, which goes into further detail to better help you understand the Buy Box algorithm.  

However, winning the Buy Box and maintaining ownership of that Buy Box are two entirely different things. Buy Box ownership can be highly competitive and challenging due to the dynamic nature of Amazon’s marketplace and the constant adjustments made by Amazon’s algorithm. 

Understanding Buy Box Suppression 

This brings us to a more complicated issue: Buy Box suppression. This unpleasant phenomenon arises when Amazon decides not to feature a seller’s offer in the Buy Box, despite meeting the criteria.  Essentially, the Buy Box will completely disappear from a listing. There will be no “Buy Now” or “Add to Cart” button. In their place is a link that invites the buyer to “See All Buying Options”, adding more steps for the buyer and ultimately losing sales. 

This can occur for several reasons, which range from pricing issues and product availability to performance metrics. In essence, Buy Box suppression hampers a seller’s visibility and sales potential, pushing them into the almost unreachable shadows of the marketplace. 

Unraveling the Mystery: Why Does Buy Box Suppression Occur? 

Let’s unpack the reasons behind Buy Box suppression. 

Firstly, pricing violations can trigger this unfortunate scenario. Amazon is fiercely committed to maintaining fair pricing practices, and any deviation from this can lead to suppression. If a brand has multiple sellers, inconsistent with their pricing, this triggers a red flag for Amazon. 

Product availability issues or fulfillment can also land sellers in Buy Box purgatory. If Amazon perceives inventory that may be too low, or even if sales on a product are too low, this could trigger a Buy Box loss. 

Other issues that could cause Buy Box suppression are poor seller metrics, such as low feedback scores or order defect rates, as well as not having a Prime/FBA (Fulfillment by Amazon) offer. 

Navigating the Maze: Strategies to Combat Buy Box Suppression

Now that we know what Buy Bux suppression is, it’s time to figure out how a brand can reclaim its spot in the Buy Box spotlight. Fear not, for there are several strategies at your disposal. 

The first step in resecuring the Amazon Buy Box is ensuring that you have enough inventory. Check inventory reports regularly and make sure that your available product meets requirements. Moreover, prioritizing inventory management and efficient fulfillment practices can enhance your chances of securing the Buy Box.

Next, make sure your listings have quick shipping rates. Because of Amazon Prime, customers expect a fast turnaround on product orders, so a seller must keep up with that demand. Becoming an Amazon FBA seller is extremely important in this regard. FBA sellers will often have an advantage over regular sellers, with Amazon taking care of packaging, shipping, and post-purchase customer service. FBA also has the added benefit of qualifying your product for Prime, providing another Buy Box advantage. 

It is also important to make your customer service a priority. Brands must respond quickly to customer inquiries and aim to keep their seller rating as high as possible while keeping seller defect rates low. 

One of the key ways to reobtain, and keep, that coveted Buy Box is to ensure consistent and competitive pricing on your products. Ensuring your prices remain aligned with market standards and avoiding sudden price hikes (and drops) can help prevent Buy Box suppression. This is one way a MAP policy gives you an advantage over your competition. 

The Role of MAP in Buy Box Success

Enter the Minimum Advertised Price (MAP); a crucial factor in the Buy Box equation. MAP policies are established by brands to maintain pricing integrity across various sales channels, including Amazon. MAP policies require sellers to adhere to a consistent price for a brand’s product. By adhering to MAP guidelines, sellers demonstrate their commitment to fair pricing practices, thus bolstering their eligibility for the Buy Box. 

Another key advantage for brands utilizing a MAP policy is the prevention of price violations. Amazon is vigilant about enforcing fair pricing practices and any deviation from these practices, such as price fluctuations or violations of MAP guidelines, can trigger Buy Box suppression. Adhering to a brand’s MAP policy gives sellers a competitive advantage over those who engage in price undercutting or fluctuation. Consistent pricing demonstrates professionalism and reliability, which can positively impact seller metrics such as customer satisfaction and order defect rates; factors that influence Buy Box eligibility. 

Additionally, MAP policies help protect a brand’s image and value by preventing price erosion while allowing brands, sellers, and customers to build long-term relationships. In essence, a MAP policy serves as a strategic tool for sellers to maintain pricing integrity, enhance competitiveness, and improve their chances of winning and retaining the Amazon Buy Box. It aligns sellers with Amazon’s commitment to fair pricing practices and can significantly impact a brand’s success in the highly competitive marketplace. 

Finishing Up

We understand that holding the Amazon Buy Box is prime real estate, but there are so many factors that go into obtaining it and even more that go into keeping it, it can feel daunting. Hopefully, some strategies we have laid out here will help the road to combating Buy Box suppression feel more navigable. Keep inventory high, and shipping times short. Make customer service a priority, and ensure your brand has a solid MAP policy and procedure to help you through!