Before You Find Out How To Sell On Amazon, Let Us Tell You Why You Should

Watch the video, read the post below or do both!

You want to make money selling on Amazon, we know. But first, let me quickly show you why it has become such a popular option for many people.

You already know what Amazon does, but did you know that there are already over 500 million Amazon customers worldwide?

Or that Amazon would like to share their $80 billion per year sales revenue with third-party sellers (people like you)?

And did you know that Amazon will do a lot of the work for you, allowing you to spend time growing your business?

How Selling On Amazon Works

Before we go through the 3 ways to sell on Amazon, it's helpful to understand how it actually works.

You can choose one of these options of HOW you're going to sell your product (we'll take a look at what products to sell in a minute):

A. Keep products at your home or business premises. When a customer makes an order, Amazon lets you know, you package it, ship it, handle any returns and all customer service. This is Fulfilled by Merchant. These products are not eligible to be purchased through Amazon Prime membership.

B. Send your products to an Amazon warehouse. When a customer orders your product, Amazon packs it, ships it, handles any returns and almost all of the customer service on your behalf. This is Fulfilled by Amazon (FBA). These products are eligible to be purchased through Amazon Prime membership. Products eligible for Prime sell a lot more than those that are not.

We strongly recommend that you follow option 2, and send your products into Amazon. There is a small fee involved each time you make a sale but this is more than worth it for the additional sales you make and time you save.

How To Sell On Amazon Overview

To find out how to sell on Amazon effectively we need to understand the 3 main methods that people follow:
  1. Arbitrage - buying products from other stores and selling them on Amazon 
  2. Wholesale - buying products from wholesalers and distributors and selling them on Amazon
  3. Private Label - having products manufactured for you and selling on Amazon for a profit
We go into more detail on how these methods work and help you choose the best method for you in this free guide:

The idea obviously is to sell at a certain level of profit and return on investment (ROI).

It sounds fairly straight forward doesn't it? But no How To Sell On Amazon guide would be complete without telling you about things that you need to consider if you are serious about selling on Amazon.
Enter your text here...

  • You need to understand how to calculate profit, taking into account Amazon fees
  • You need to know how to analyze products. This is to see how often they sell. It's no good having a product that makes a lot of profit if it only sells once a year
  • You need to understand how to analyze competition. You will be selling the same product as other sellers, so you will be competing with them. You have to be careful not to get into a price war which wipes out your profit
  • You need to understand how the Amazon marketplaces work in order to increase your chances of success
  • If you're still on the fence about selling on Amazon we have another blog post Make Money Selling On Amazon – Find Out If It Is Right For You which should help you out.

    If you'd like more in depth information on How To Sell On Amazon you can download our 3 Ways To Make Money Selling On Amazon Guide here:

    And if you'd like to get ahead of the competition you can sign up for the World's Greatest Amazon Seller Training Program (trademark pending!) by clicking here.

    Have you been sold the dream of making money online? 

    Before I discovered how to make money selling on Amazon, let's take a quick look at some of the ways I tried to escape my day job and give me and my family financial freedom.

    (Spoiler alert - none of them succeeded!)

    • Affiliate marketing
    • MLM (multi-level marketing)
    • eBay
    • Article writing & blog posts
    • Selling websites
    • Drop-shipping

    I'm not knocking these potential ways that you can work from home or live the laptop lifestyle, but they didn't work for me.

    The main reason why? None of them were "real businesses". They weren't actual companies that could connect with people. Once I realised this, I understood that to succeed, I needed to create a real business. I needed to run it like a real business. Only then would I make money like a real business.

    (Second spoiler alert: I succeeded! My wife and I gave up our day jobs and moved from Liverpool, England to Mallorca in Spain with our young family, and haven't looked back).

    This is the view from our home office in our first Mallorcan home:
    make money selling on Amazon

    Why Start Your Own Amazon Selling Business?

    You don't need me to tell you about how successful Amazon is. But did you know that it's possible to piggyback on the amazing reach that Amazon has and sell products to their customers?

    Over half of the products sold on Amazon are not from Amazon itself. They're from people like me and you - third-party sellers.

    Any do you know where we find profitable products to sell on Amazon? From other retail and online stores. Stores that you can go into or order online from. 

    And Amazon want you to use their platform to sell your products.


     

    Make Money Selling On Amazon - How It Works


    Here is a basic breakdown of running your own Amazon business:

    Is It Really That Easy To Make Money Selling On Amazon?

    The honest answer is no.

    • Finding products is not difficult, but to find profitable products that sell frequently needs training and knowledge
    • The process is fairly easy, but you need to understand how to create shipments to send to Amazon
    • The day to day running of your Amazon account is relatively easy, but how do you know what to do when problems happen (a customer complains, Amazon accidentally damage your inventory etc)?

    And this is where most people fail - they don't take the time to learn how selling on Amazon works, they don't take the time to research what they are doing.

    Remember what I said at the beginning - the only way to succeed at making money selling on Amazon is to treat it like a real business. Take it seriously and invest your time in learning how to do it properly.
     

    How To Make Money Selling On Amazon Successfully

    If you're still reading then you've seen some of the difficulties involved in selling on Amazon, so hopefully you've got some ideas on how to overcome those. 

    Understanding what you are doing, why you are doing it and the best ways to do it are key.

    When we started our Amazon business we made a lot of mistakes, but we used those to put together a process for making it work.

    After just over a year of selling on Amazon, myself and my wife gave up our jobs, sold our house in the UK and moved with our family to Mallorca.

    It's still hard work. We don't sunbathe a lot! But we have a much better quality of life and we are our own bosses.

    That feeling of freedom is one of the best feelings I have had. And I feel that every day.

    A great way to get going is to download our free, Amazon Selling quick start guide. This will walk you through the key steps you need in order to have the best possible chance of Amazon success. You can click on How To Make Money Selling On Amazon to access that now.


    Is Selling On Amazon Right For You

    You've heard about the challenges

    Are you prepared to invest time?
    Are you prepared to invest money (you can start small and build up)?
    Are you prepared to reinvest your profits back into your business for as long as possible?
    Are you prepared to invest in yourself, in learning the best way to succeed in selling on Amazon?

    If you've answered yes to each of those questions then you could well have found what you are looking for. 

    Join our FREE 5 step Amazon seller training Academy

    We walk you through exactly what you need to do to get selling on Amazon successfully

    You don’t have to sit back and HOPE Amazon gives you a share of the Buy Box. This blog post goes through things you can do to influence Amazon in your direction.

    Be A FBA Seller

    Seems obvious, and you probably already are, but just to reiterate – being a Fulfilled By Amazon seller is the most significant factor in determining if Continue reading

    In this blog post I go through some actionable steps which you can take to improve your sales. You may even see extra sales the same day.

    Phase 1 - Know What Stock Isn't Selling - And Get Rid Of It

    First up is some housekeeping. Identify what isn't getting the buy box, isn't selling, and get rid of it. It's often better to make a small loss on products and reinvest that money in new stock that's going to be profitable.

    ​Here's what you do:

    1.  In Amazon Seller Central go to Reports>Business Reports:

    2. Then select Detail Page Sales and Traffic:

    3. You will then see this report, with the Buy Box Percentage column showing the % of the time each product has had the Buy Box:

    4. You can then click at the top of the Buy Box Percentage column and sort by Ascending Order. This will show you the products that are getting the least Buy Box action.

    I am sure that some of your products will be showing as 0%. That means that you have never had the Buy Box with those products.

    Now that's not a problem if you only sent it in to Amazon recently, but if you're not getting near the Buy Box on a product that's been in Amazon's warehouse for any length of time then it's actually costing you money. And the fact that you've got your cash tied up in something when you could be investing that in more profitable products that will sell quickly.

    5. Take a look at the Keepa graph (it shows on the Amazon product page when you have the free Keepa Chrome extension installed) - adjust the time period to 90 days, and then a year.

    In the example Keepa graph above, the highest price the Buy Box has been at in the past year was £15.69 (it doesn't mean it sold at the price, just that that's what the Buy Box price was). If the lowest price you're trying to sell at is £18, it's unlikely that you're ever going to get the Buy Box, which means you're not going to sell it.

    If the price you want to sell at is never really within the range of the Buy Box price during that period, I would recommend adjusting your price to one that is more likely to get the Buy Box, just to get the sale.

    Even if you're not making a big profit, the money is better being spent on something more profitable.

    Focusing on just sourcing is a mistake that many sellers make. Making time to focus on the selling side of things can have a dramatic impact on sales, and can make you more money if you do it properly.

    82% of Amazon buyers buy directly from whoever has the Buy Box. If you're not in it, they don't even know you exist. The strategic process below shows you how to find out which of your products do and don't have the buy box, and how some small changes in price can make a big difference to your sales and turnover.

    Phase 1 - Know What Stock Isn't Selling - And Get Rid Of It

    First up is some housekeeping. A way of identifying what isn't getting the buy box, isn't selling, and getting rid of it. It's often better to make a small loss on products and reinvest that money in new stock that's going to be profitable  - particularly in Q4.

    ​Here's what you do:

    1.  In Amazon Seller Central go to Reports>Business Reports:​

    2. Then select Detail Page Sales and Traffic:

    3. You will then see this report, with the Buy Box Percentage column showing the % of the time each product has had the Buy Box:

    4. You can then click at the top of the Buy Box Percentage column and sort by Ascending Order. This will show you the products that are getting the least Buy Box action.

    I am sure that some of your products will be showing as 0%. That means that you have never had the Buy Box with those products.

    Now that's not a problem if you only sent it in to Amazon recently, but if you're not getting near the Buy Box on a product that's been in Amazon's warehouse for any length of time then it's actually costing you money. And the fact that you've got your cash tied up in something when you could be investing that in more profitable products that will sell quickly.

    5. Take a look at the Keepa graph (it shows on the Amazon product page when you h​ave the free Keepa Chrome extension installed) - adjust the time period to 90 days, and then a year.

    In the example Keepa graph above, the highest price the Buy Box has been at in the past year was £15.69 (it doesn't mean it sold at the price, just that that's what the Buy Box price was). If the lowest price you're trying to sell at is £18, it's unlikely that you're ever going to get the Buy Box, which means you're not going to sell it.

    If the price you want to sell at is never really within the range of the Buy Box price during that period, I would recommend adjusting your price to one that is more likely to get the Buy Box, just to get the sale.

    Even if you're not making a big profit, the money is better being spent on something more profitable.

    Phase 2 - Know Exactly Which Stock Doesn't Have The Buy Box

    So we've looked at which products are never likely to get sold, and we've decided we're going to do something about those.

    What if you could also see quickly and easily which products were close to getting the Buy Box but just weren't making it?

    One quick easy slight change to your pricing, and suddenly you've got a much better chance of making a sale.

    Well this was the missing piece of the jigsaw for our Amazon business, so to have the next part of our strategic Buy Box process​ in place, I created a Chrome extension which has helped us significantly improve our sales (I have decided to share this with you so that you can follow the same process - more on this later).

    ​Buy Box Checker Pro goes through your entire storefront and produces a list of all your products, shows which have the Buy Box with a nice green tick and which don't with a nasty red cross. It also shows you the current price of the product in the Buy Box.

    ​Let me show you.

    Here is an example screenshot of what the results look like  when you run the extension:

    You can see straight away in the pic above that the seller's first three products have the Buy Box, but the fourth one doesn't.

    The seller who does have the Buy Box on that product is only 78p cheaper. Surely you can afford to take a 78p hit to your profit in order to make a sale. You could of course hold out, but I personally would want to sell something today so that I could reinvest my money rather than wait for weeks for the sake of 78p.

    So what we do is run the extension, have a quick look at the products where we can make some quick wins, and take action to get more buy box action as I'll show you in Phase 3 below.

    What the extension also does is show you a summary of your entire inventory. In the example below, this seller has a total of 78 products, of which 51 currently have the Buy Box, a pretty healthy percentage of 65.

    We then click on Show Price History Data  - every time we run the extension it stores the results, so that we can track how we are doing over time.

    Setting ourselves targets is a very effective way of improving performance and sales.​

    So what we see is a list of the last 20 times we ran the extension:

    So we took some action and made some small adjustments in price, and just a 3 hours later the amount of our products which have the Buy Box has increased:

    If you schedule this in once a week, or once every couple of weeks, you will find that as long as you take action based on the results of Phase 1 and Phase 2, the amount of products that have the Buy Box, and therefore sell, increases significantly.

    When I first had the Chrome extension developed, we were running at around 30% of our products having the Buy Box. We are now averaging around 70%. You can imagine how many more sales we are getting as result.

    You can install Buy Box Checker Pro here for a discounted $37:

    There is a free version of Buy Box check that doesn't include the storage of the historical data over time. You can download that here:

    The reason you need to read this blog post is that I'm going to walk you through the process of improving your Amazon sales by making small changes to your inventory. By the end, you will be able to:

    1. ​Get rid of the stock that’s just hanging around costing you Amazon storage fees so that you can reinvest your money in more profitable products
    2. Turnover your profitable stock more quickly, improving cashflow
    3. Give you a strategy that you can repeat week after week to help scale and grow your Amazon business.

    The Way I Run My Businesses Changed My Life

    In October 2016 I was a part time Amazon seller with a full time day job, living in Liverpool, England. You may well be the same (probably not the living in Liverpool bit but you know what I mean).

    In February this year I moved with my family to the beautiful Spanish island of Mallorca, working from home (obligatory pic of the view from my office below) running a successful Amazon business with my short wife (I don't have a range of different height wives, just to be clear).

    The reason for this amazing change? Well there isn’t one main reason, it’s a combination of different things, but at the heart of each of them there is one similarity - having a strategic process.

    Everything within my Amazon business  has a fine tuned, efficient process. Whether it’s using Virtual Assistants to do our product sourcing, or having systems in place to ensure we are getting as much of our inventory into the Amazon Buy Box as possible, our strategic processes have allowed us to scale and grow our business.

    We still work hard, but we are doing it for ourselves, which is a much more fun way of working, don't you think?

    What Can This Mean For You?

    So if you’re struggling to get your Amazon products selling, or you want to improve your sales (you can ALWAYS improve your sales), this guide will walk you through some simple but effective ways to introduce a more strategic process to managing and selling your inventory.

    I’ll even share with you the tools we use to make this process as quick and efficient as possible, including one which I had developed just for our business.

    82% of Amazon buyers buy directly from whoever has the Buy Box. If you're not in it, they don't even know you exist. The strategic process below shows you how to find out which of your products do and don't have the buy box, and how some small changes in price can make a big difference to your sales and turnover.

    Phase 1 - Know What Stock Isn't Selling - And Get Rid Of It

    August sees Amazon apply it's long term storage fees. Knowing which of your products doesn't stand a chance in hell of selling by then is important to reduce costs. Also - why on earth are you holding stock that isn't selling? Couldn't you do something better with that money, such as buy some profitable products?

    ​Here's what you do:

    1.  In Amazon Seller Central go to Reports>Business Reports:​

    2. Then select Detail Page Sales and Traffic:

    3. You will then see this report, with the Buy Box Percentage column showing the % of the time each product has had the Buy Box:

    4. You can then click at the top of the Buy Box Percentage column and sort by Ascending Order. This will show you the products that are getting the least Buy Box action.

    I am sure that some of your products will be showing as 0%. That means that you have never had the Buy Box with those products.

    Now that's not a problem if you only sent it in to Amazon recently, but if you're not getting near the Buy Box on a product that's been in Amazon's warehouse for any length of time then it's actually costing you money. And the fact that you've got your cash tied up in something when you could be investing that in more profitable products that will sell quickly.

    5. Take a look at the Keepa graph (it shows on the Amazon product page when you h​ave the free Keepa Chrome extension installed) - adjust the time period to 90 days, and then a year.

    In the example Keepa graph above, the highest price the Buy Box has been at in the past year was £15.69 (it doesn't mean it sold at the price, just that that's what the Buy Box price was). If the lowest price you're trying to sell at is £18, it's unlikely that you're ever going to get the Buy Box, which means you're not going to sell it.

    If the price you want to sell at is never really within the range of the Buy Box price during that period, I would recommend adjusting your price to one that is more likely to get the Buy Box, just to get the sale.

    Even if you're not making a big profit, the money is better being spent on something more profitable.

    We'll come to the best way to do that in Phase 3 below. Don't skip ahead though, we have an even more interesting way at getting your inventory moving.

    Phase 2 - Know Exactly Which Stock Doesn't Have The Buy Box

    So we've looked at which products are never likely to get sold, and we've decided we're going to do something about those.

    What if you could also see quickly and easily which products were close to getting the Buy Box but just weren't making it?

    One quick easy slight change to your pricing, and suddenly you've got a much better chance of making a sale.

    Well this was the missing piece of the jigsaw for our Amazon business, so to have the next part of our strategic Buy Box process​ in place, I created a Chrome extension which has helped us significantly improve our sales (I have decided to share this with you so that you can follow the same process - more on this later).

    ​Buy Box Checker Pro goes through your entire storefront and produces a list of all your products, shows which have the Buy Box with a nice green tick and which don't with a nasty red cross. It also shows you the current price of the product in the Buy Box.

    ​Let me show you.

    Here is an example screenshot of what the results look like  when you run the extension:

    You can see straight away in the pic above that the seller's first three products have the Buy Box, but the fourth one doesn't.

    The seller who does have the Buy Box on that product is only 78p cheaper. Surely you can afford to take a 78p hit to your profit in order to make a sale. You could of course hold out, but I personally would want to sell something today so that I could reinvest my money rather than wait for weeks for the sake of 78p.

    So what we do is run the extension, have a quick look at the products where we can make some quick wins, and take action to get more buy box action as I'll show you in Phase 3 below.

    What the extension also does is show you a summary of your entire inventory. In the example below, this seller has a total of 78 products, of which 51 currently have the Buy Box, a pretty healthy percentage of 65.

    We then click on Show Price History Data  - every time we run the extension it stores the results, so that we can track how we are doing over time.

    Setting ourselves targets is a very effective way of improving performance and sales.​

    So what we see is a list of the last 20 times we ran the extension:

    So we took some action and made some small adjustments in price, and just a 3 hours later the amount of our products which have the Buy Box has increased:

    If you schedule this in once a week, or once every couple of weeks, you will find that as long as you take action based on the results of Phase 1 and Phase 2, the amount of products that have the Buy Box, and therefore sell, increases significantly.

    When I first had the Chrome extension developed, we were running at around 30% of our products having the Buy Box. We are now averaging around 70%. You can imagine how many more sales we are getting as result​.

    If you'd like to get these kind of results, I'll share with you how to get the Buy Box Checker Pro extension towards the end of this post.

    Phase 3 - What To Do To Get The Buy Box

    Ok, so knowledge is power, but with great power comes great responsibility.

    What I'm trying to say is, it's great knowing which of your stock you need to do something about to get sold, and how many don't have the buy box, but if you don't do anything about it you've just wasted your time.

    Phase 3 of the buy box strategic process shows you how to take action. There are two options here:

    1. ​You can go into your Amazon inventory and simply put the price that you are pretty confident of getting the Buy Box at, based on price history and current buy box price. This can work well, although it does mean that you need to go back in to keep checking and adjusting

    2. ​You can use a more efficient and effective option which is a repricer, which automatically adjusts the price within a range that I specify. This works well because it's a lot more "set and forget", but because the repricing tool that I use is very smart, it will try and get the highest price for you that it can, so even if you've reduced what you originally wanted to sell for, you're still making as much money as possible.

    Here is an example, from the Bqool repricing software, which I have found to be not only the most effective repricer but also the best value for money - not a bad combination:

    So here we can see that we don't have the Buy Box, and that we're unlikely to get it right now, because the seller who does has the product priced at £25, which is £2.98 under our current minimum.

    What we would do is look into price history, how long we've had the product in stock, and make a decision as to whether we want to lower our minimum price ​so that we can sell and reinvest in more profitable stock, or whether we're confident that we can sell at the higher price within a reasonable timescale.

    And the great thing about using a repricer, we can set our minimum price at say £24.50 in this example, tell the repricer that we want to price match to whichever other FBA seller has the Buy Box. We're not sparking a "race to the bottom".  Bqool will automatically adjust our price within the min and max we set, so we don't necessarily sell for the lowest price.

    There are different pricing rules you can set within Bqool, with more aggressive "Get The Buy Box" as an example, and with variations of each, but I'll go through those on another day.

    Strategy Summary & Special Offers

    So now we have our Buy Box strategy. There are different ways of doing this of course - I have shared with you what works consistently for us, and has enabled us to scale our Amazon business.

    To follow the same strategic process, you will need the following tools:​

    Buy Box Checker Pro Chrome Extension

    To reward you for reading this far, I'm going to let you have it at a significant discount - only $37 (regular price $67) - only available at this price by following clicking Install Now

    Sign Up For Bqool Repricing Software

    Sign up via this link, email me at dan@danashton.co, and I'll share with you the exact same repricing rules I use, and also how to set them

    Then set a schedule (every week,  every day,  or every two weeks - whatever works best for you) and follow this process:

    1. Check which products never get the buy box and research if they ever will at your current price - note the prices that you will need to adjust to for the ones that won't sell or will take too long to sell (Phase 1 above)

    2. Check which products don't have the Buy Box using Buy Box Checker Pro, and what percentage your inventory is at (Phase 2 above). Take a note of the prices that you need to adjust. Set yourself a target of what you want your inventory Buy Box % to be.

    3. Make adjustments to price either manually or with a repricer like Bqool

    4. Run Buy Box Checker Pro again a few hours later or the next day, and see your % increase

    5. Rinse and repeat - if you maintain a high Buy Box % you WILL see your sales increase. Invest your money in new stock, grow your business.​

    That's your Buy Box strategic strategy right there. I want you to make more sales, I want your Amazon business to be a success - if you need anything else from me to support you with this strategy just get in touch - dan@danashton.co, and I'll do what I can.

    Buy Box Checker Pro Chrome Extension

    To reward you for reading this far, I'm going to let you have it at a significant discount - only $37 (regular price $67) - only available at this price by following clicking Install Now

    A short blog post here with a simple Amazon hack that someone in my Facebook group (you can join here) took action on and got over £13,000 back from Amazon by following it!!

    I can pretty much guarantee that Amazon owe you money for lost or damaged inventory - don't assume that they automatically recompense you for all of these - they don't.

    It's relatively easy to do, just follow the steps below:

    1. Go to Reports > Fulfillment by Amazon

    2. In the left hand column under Inventory, select Inventory Adjustments

    3. Click on Download, and add in a From Date as far back as you started selling, and a To Date of today

    4. Click on Request Download, then Download when it is ready:

    5. Once it has downloaded, open the text file, Edit, Select All,  then copy and paste it into Excel or Google Sheets

    6. Delete everything that isn't a "E" or an "M" in the reason column. These are items that are Amazon damaged or misplaced.

    7. Open a case - Help > Contact Us > Selling on Amazon > Fulfillment by Amazon > FBA Issue > Something Else - and tell them that you would like to be reimbursed for the attached damaged items. Make sure you attach your Excel file, and do it in batches of 5 ASINs. This will mean you may need to open multiple cases, but you will get a better response from Amazon by limiting it in this way.

    I posted this in my Facebook group  a couple of months ago, and here is a comment from one of my members: "​I still have 4000 out of 5100 lines of data to go through. I've opened 13 days of cases and received over £13,000 back from reimbursements. I don't open cases on weekends. I have started to send about 30 cases a day the last 3 days and had no problems from Amazon." That is obviously from a big seller, but it just proves what can be done. Let me know how you get on. I would recommend you diary to do this every month of so.

    Let’s cut straight to the chase – the more your products have the Buy Box, the more sales you will make (unless your inventory consists of terrible products that have terrible sales ranks).

    In this blog post I’ll show you one of the main ways you can take action to increase your Buy Boxes.

    To summarise how you get the Amazon Buy Box:

    Seller Metrics –  Your Order Defect Rate, Cancellation Rate, and Late Shipment Rate – the better you do at these the better Amazon’s opinion of you will be as a seller, and you get closer to the top of the queue for the Buy Box

    Every serious Amazon seller should be monitoring their account health, as well as feedback (as you can read in this blog post here)

    That’s all great, but all of the above are things that happen over time. Is there anything you can do TODAY to get more Buy Box Action and hopefully more sales?

    I’m glad you asked, otherwise I would have had to stop there.

    Price is obviously a key factor in whether Amazon is going to let you have or share Buy Box. If you make your price more competitive, you are more likely to get the Buy Box.

    What you need to take action today is Information. If you don’t know which of your products has the Buy Box, how can you do something to increase the chances of those that don’t?

    Another good question, you’re on fire today.

    There are two pieces of information that will help you.

    1. Buy Box Percentage at item level – what % of the time does your product have the buy box. This information is readily available and I’ll show you how to find out in just a minute
    2. Which of  your products have the Buy Box at any given moment in time. This isn’t readily available. Or at least it isn’t until I just released a brand new free Chrome Extension that will show you just that – you can get that by clicking here

    Ok, back to Buy Box Percentage at item level. I’ll show you step by step what you need to do:

    1. In Amazon Seller Central go to Reports>Business Reports:

    2. Then select Detail Page Sales and Traffic

    3. You will then see this report, with the Buy Box Percentage column showing the % of the time each product has had the Buy Box:

    4. You can then click at the top of the Buy Box Percentage column and sort by Ascending Order. This will show you the products that are getting the least Buy Box action:

    For the product above, I would say there is clearly a long term problem. Given the amount of page views, to never have the buy box suggests that if all of your seller metrics are in good standing, you clearly have a price problem. This could be one where you take a hit on profit just to get the product shifted so you can invest in better inventory.

    So you would take a closer look at the products that have a low or zero Buy Box Percentage and take action to improve this. You do this, you get products shifted and move on – it’s a great feeling because you have done something today to improve your business.

    I hope that helps. You need to be doing whatever you can to get ahead of the competition, and trust me, not all of them will know about this.

     

    First in an occasional series on how the Amazon Buy Box works, and how you can increase your chances of getting it (hint, it’s not all about having the lowest price).

    When I started selling on Amazon I kept seeing people refer to a mythical wonderland destination they called the Buy Box.

    Everyone seemed to want to be there. So much so that I knew I had to be there too, even though I didn’t know where it was. I imagined it was warm and sunny with very reasonably priced beer. Club Tropicana if you like.

    My journey to get their involved travel through a thick fog; reading, Googling, watching Youtube videos on my journey to find out more about this five star destination (more on the five stars later. I’ll do a clever callback to this sentence that will make you raise one eyebrow imperceptibly).

    And then I got there. I arrived. I stepped off my metaphorical plane (I’d flown Ryanair so I’d originally landed some way from the Buy Box and had to make my own way there by metaphorical bus) and into the Buy Box, and it was as good as I’d hoped. I made my first sale! Not quite Club Tropicana drinks are free, there’s enough for everyone, but close.

    club-tropicana2jpg

    You’ve had enough of the holiday metaphor now haven’t you? I could keep going all day, but I would like to stay with me, so I’ll stop now.

     

     

     

     

    82% of buyers go with the buy box. If we want to sell something we need to be there.

    buy box 1

    There are various factors that Amazon take into account when their clever algorithim decides who they are going to give the buy box to at any given moment. Their own definition is:

    A seller’s eligibility to win the Buy Box is tied to specific seller performance criteria that identify the sellers who have consistently provided customers with a great buying experience on the Amazon.co.uk site.

    So straight away Amazon are telling us that it isn’t just about price  – again from Amazon:

    “The lowest price doesn’t guarantee winning the Buy Box, as pricing is just one factor that is evaluated. ” 

    Of course price is a factor, and I’ll be covering that in another post, but today I’d like to concentrate on the seller performance side of things.

    Everytime a customer places an order for one of your products, you get assigned a Quality Score from Amazon  – if it all goes perfectly, you get 100 points. If there are issues, however, you can lose points.

    Now fortunately if you are selling using FBA, you are covered for most of the potential issues, such as late shipped or seller cancelled orders. What you would expect to see in Seller Central is this:

    buybox2

    There are two areas that you can influence that can impact your seller rating, and that you should not ignore.

    The first is ensuring that your respond to any message from a customer within 24 hours. That should be simple enough to do.

    The second is to proactively manage your feedback from your customers. Negative feedback on an order will impact your seller rating.

    Now again, most things are covered if you are FBA with regards to negative feedback – if a customer complains about the price they paid, the packaging they received, the condition of the product – in theory you should be able to get these removed by Amazon by raising a case in seller central.

    But what I like to do is try and anticipate any potential issues and ask customers to tell me if there are any problems before they think about leaving feedback, to give me the opportunity to put them right. And at the same time I can ask them very nicely to leave me positive feedback.

    Ever wonder how sellers get stats so good they like to include them in their store name?

    buybox3

     

     

     

     

    I use an automated service that costs me $10 per month to do this for me. I adapted the email wording that they provide slightly, and this is what a customer gets when they order something (I’ve chopped the top and bottom off):

    When you receive your item, please take a moment to verify that it was not damaged in transit. If there is any reason that you wouldn’t rate this as a 5-star experience, please [[contact-link:let us know]] right away and we’ll do what we can to make it right. You can also simply reply to this email. If everything looks fine, we’d appreciate it if you could take a few seconds to click the link below and rate this transaction.

    We are a small family run business and your feedback is very important to us.”

    And then four days later they get this:

    It was delivered a few days ago, so I hope that you’ve had a chance to open up the package and make sure that everything is in order. Please [[contact-link:let us know]] right away if there is anything wrong so that we have an opportunity to correct it. You can also simply reply to this email.

    If everything has gone smoothly, I’d really appreciate it if you could take just a few seconds to leave feedback for Mystorename. As a small family run business it really affects our ability to sell and be successful. One of the things that makes Amazon such a great place to shop is the feedback system and active participation by buyers like you.”

    So you can see that we’re trying to intercept negative feedback before a customer even thinks about leaving any – this works. I have had an instance where I had sent the wrong product into Amazon (a smaller version of the one on the listing) and two customers got in touch with me directly in response to the above email. I refunded them and sent them the correct version, and got two five star reviews (there’s that call back I promised earlier. Did you notice? If so, did your eyebrow raise imperceptibly?).

    And I’m pretty sure that not many people will go to the trouble of finding out who on Amazon they purchased a product from to leave positive feedback – after all, Amazon did all of the customer related work anyway right – unless they have a link they can click on in front of them, with an emotional call to action (think “small family business”).

    So in summary, if we are not doing everything we can to get the buy box, we are reducing our chances of getting it. I know that everyone says you make your money when you buy, but this is an end to end process, and you need to carefully manage each step of it. Give yourself the edge over your competition. But don’t give yourself the edge over me. That should be your main takeway from this post – leave me out of it.

    BQool, known for their repricing software, also do a similar service: https://www.bqool.com/products/feedback-central/

    I hope that was helpful. Let me know in the comments if you have anything you’d like to add.

    I enjoyed writing it, particularly as when I started this blog I wasn’t expecting to be able to make many Wham references.

    Dan

    For other Buy Box related posts take a look at:

    How To Use Amazon Buy Box % To Make More Sales Today

    wham club tropicana 7