4 Ways Buy Box Suppression Blocks Your Sales

Sarah Abel

June 8, 2022

The Buy Box is the main conversion point on Amazon, making it the most important detail on your product listing. Buy Box Suppression on Amazon is an enemy to executives because it hinders your brand’s visibility and blocks sales. Not to mention the time and resources it takes to restore your Buy Box.

Pattern is an ecommerce accelerator who understands Buy Box suppression and provides the resources and expertise for brands around the world to take control and continue growing profitably. Keep reading to learn 4 ways Buy Box suppression blocks sales and what you can do about it.

What is Buy Box Suppression?

To ensure we’re on the same page, let’s start with defining Buy Box Suppression. Buy Box Suppression is when Amazon removes the bright yellow ‘Add to Cart’ and ‘Buy Now’ buttons on your product listing and replaces them with a subtle gray ‘See All Buying Options’ alternative.

Active vs. Suppressed Buy Box Comparison - Buy Box Suppression

While you may have previously faced losing the Buy Box to other sellers, suppression is different. When the Buy Box is suppressed, no seller wins the Buy Box for that ASIN—it’s not just you being blocked, it’s anyone selling that product. However, similar to losing the Buy Box, customers can still purchase from you, it just becomes much harder. 

In order to purchase from you, customers now have to click the gray ‘See All Buying Options’ button, scroll through the list of sellers, and click Add to Cart on your listing. 

Suppressed Buy Box See All Buying Options Experience - Buy Box Suppression

Why does this happen? Funny enough, it’s Amazon’s way of supporting customers. Amazon wants to provide the lowest price, so it scrapes prices from across the web to find lower priced competitors. If Amazon finds a lower price for the same product elsewhere, it will suppress the Buy Box until the price on Amazon is equal to or less than the prices found elsewhere.  

While this sounds like a simple fix, it always takes longer to get out of suppression than to get in. And in the meantime, suppression blocks your sales in more ways than you may realize.

4 Ways Buy Box Suppression Blocks Your Sales

While Buy Box suppression has an immediate consequence of adding more steps to the purchase process, it affects your sales beyond creating friction for customers. 

1. Your Best Seller Rank (BSR) Goes Up

Every product you sell on Amazon gets a Best Seller Rank (BSR) that communicates how well it’s selling in its category. Just like golf, you want a low BSR—being the #1 best seller is better than being #86. The higher your BSR, the less relevant you are in your category, the worse you rank for search terms, and ultimately the harder it is for customers to find your listing.

But when Amazon suppresses your Buy Box, your sales decrease and your BSR is raised, penalizing your product even after you’re no longer suppressed. At Pattern, our brand managers know how to help you improve your BSR, search rank, and sales, even after suppression.

2. You Lose Time and Resources Fixing Your BSR

Because your BSR is so important to your Amazon business, you’ll have to spend time improving the rank when it increases. In order to fix your BSR, you’ll have to solve the price difference causing your suppression, which may include identifying and removing unauthorized sellers. Then you’ll have to re-gain traction to increase product sales, which may mean running promotional discounts that give up margin or increasing ad spend to drive traffic.

Whatever strategy you use, improving your BSR will take time and resources away from other important aspects of business, and may impact your short-term goals. With Pattern, our team becomes an extension of yours, handling the extra tasks needed to get back in control on Amazon so you don’t miss a beat.

3. Your Inventory Goes Stale

The longer your Buy Box is suppressed, the longer you are sitting on your inventory. Depending on your product category, old inventory can be a death sentence for sales. If you have food or supplements with expiration dates or fashion products that go out of style, time is of the essence.

Even without time sensitive products, being overstocked can complicate inventory planning and sales forecasts, consume your Amazon storage allowances, and force you to discount and liquidate what you are unable to sell, opening the door for leaky distribution

Stale inventory is never ideal for any brand, in any category but can become detrimental on Amazon. At Pattern, we work with you to find the best liquidation strategy since, through our model, we’re just as on the hook for old inventory as you are.

4. Impact on Your Offline Channels

74% of U.S. consumers begin their product research on Amazon, so it’s vital to be available on the marketplace. If you’re not showing up on Amazon, new customers may have a harder time finding your brand. In turn, they may not look for you when shopping in-store.

When your Buy Box is suppressed, you don’t just lose Amazon sales, you lose the opportunity to build awareness and generate sales across other channels. Following the ecommerce equation, revenue = price x traffic x conversion, Buy Box suppression eliminates your price control, bars your traffic, and complicates your conversions. In short, you block the profitability flywheel. At Pattern, we specialize in keeping your growth and profitability flywheel running strong across all sales channels. 

How Pattern Helps

Pattern helps you take control to prevent the unauthorized, lowered prices that cause Buy Box suppression on Amazon. With brand control, we help you better forecast, efficiently advertise, and improve your BSR.

Using expert strategies, proprietary technology, and experienced legal partners, Pattern simplifies and expedites removing unauthorized sellers, stabilizing online price, and taking control of the Buy Box. 

Ready to stop Buy Box suppression? Get in touch today.

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Amazon's Sponsored Product ads
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What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

Global Ecommerce Weekly News: 27th September 2022
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Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

How an Amazon SEO Agency Should Be Serving Your Brand
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How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.