Winning the Buy Box is crucial for any brand to achieve success on Amazon. Without owning the Buy Box, a brand’s sales plummet because the brand’s listing becomes virtually invisible to consumers (no traffic) and your brand has to spend too much time and resources trying to restore your Buy Box (which eats into your revenue). Additionally, without the Buy Box, brands cannot effectively advertise their products on Amazon to regain lost traffic because Amazon only grants access to a majority of their ad types to the seller who is winning the Buy Box.
Three simple steps for brands to win the Buy Box are:
- Identify unauthorized sellers
- Create and enforce a MAP policy
- Takedown sellers who refuse to abide by MAP
But succeeding at each step and maintaining control on Amazon can be difficult without the right resources.
Pattern has proprietary technology to quickly and precisely identify unauthorized sellers, removing hundreds of manual hours in the process as well as the expertise and data-driven insights to develop the most effective MAP policy for brands. Pattern’s partner Vorys, an eControl law firm, joins the effort and works with the brand to reach out to and enforce the MAP policy with unauthorized sellers, which gives brands like Paslode a well rounded team to win the Buy Box.
Unauthorized Sellers Derail Paslode’s Efforts
Unauthorized sellers flooded Paslode’s Amazon listings and listed products below MAP. Consequently, Paslode lost the Buy Box and their overall Buy Box percentage fell to 75%, with 19% suppression because there was a lower price available from another retailer.
Not only did unauthorized sellers and losing the Buy Box put its brand image at risk, losing access to preferred Amazon advertising offerings throttled traffic to the brand’s listing. For instance, Paslode had the greatest success using Sponsored Product advertising, an ad format available if and only if you own the Buy Box. Without the Buy Box, they could no longer run their most profitable ad campaigns.
In order to gain control of the Buy Box, Paslode needed to focus all its attention on eliminating unauthorized sellers. Which precluded them from dedicating any time or resources from advertising initiatives and other revenue growing projects.
Pattern Identifies Unauthorized Sellers to Get Paslode Back on Track to Own the Buy Box
Pattern’s proprietary technology allows brands to see how many unauthorized sellers are selling their products, the specific unauthorized sellers, and gives an estimate of lost retail due to each unauthorized seller. With this information, Paslode worked with our partner law firm, Vorys eControl law firm to enforce their MAP policy and eliminate unauthorized sellers so that they could regain control of the Buy Box
By Eliminating Unauthorized Sellers Paslode Sales Jump over 20%
- With the help of Pattern and Vorys eControl, Paslode eliminated over 65 unauthorized sellers in less than a year
- In just 6 months, Paslode sales jumped 22% increase along with their Buy Box ownership increasing from 75% to 90%
- Buy Box suppression decreased from 19% to 2%
- Which means only 2% of the brand’s listings didn’t have the Buy Box as an option because there was a lower price available from another retailer
Pattern Helps Brands Gain Control on Amazon and Other Marketplaces
Pattern has the unmatched technology, data-driven insights, resources, and marketplace expertise to help brands regain back control on Amazon. As a Paslode partner, Pattern identified the greatest threats to their brand equity and connected the brand with the top tier eControl partner to issue takedowns so they could redirect their sales.
Since Paslode doesn’t have to focus as much time and resources on eliminating unauthorized sellers, they focus on projects to accelerate brand awareness on Amazon such as creating an Amazon storefront, launching Amazon Posts, and beginning to create A+ content.
Get in touch with Pattern to gain control back from unauthorized sellers.