If you sell on Amazon, nothing is more frustrating than something getting in the way of winning the Buy Box or completing a sale. It’s no secret that price influences the Buy Box, and Amazon Retail will always try to match the best available price online. But what happens when you are the seller and Amazon Retail does not have an offer on your product, so they are not able to match the best price online? This results in what’s called a suppressed Buy Box.
You’ve probably seen this before in your own shopping experience:
Jeff Bezos is quoted as saying “We are not in the business of helping people sell things, We are in the business of helping people buy things.” Amazon’s model has always been to offer the customer the lowest price possible.
The key here: you may have the best Amazon offer—but have you checked your pricing on other online retailers? Amazon matches price to be the best offer online, so just having the best offer on Amazon is not enough to maintain a Buy Box. Here are the offers available for the above listing:
Notice the pricing - two offers with free shipping, priced at $50.00 and $69.31, and an offer at $18.84 plus $13.95 shipping, for a total of $32.79.
Now look at the offers listed in the Google Shopping results. The offers available on Amazon are significantly higher than the Chewy.com offer. Because there is a better advertised offer, Amazon hides the price and Buy Box to avoid being pulled into aggregations like Google Shopping.
What does this mean for your sales on Amazon?
- Shoppers are driven to an abnormal shopping experience
- Your offer on the product does not get indexed in Google Shopping results
- Sales can shift from hundreds of units per day to only selling 0-5
- On average, we see listings with suppressed Buy Boxes generating <5% of the typical daily sales of the same listings without a suppressed Buy Box.
Safe to say, maintaining a Buy Box has significant impact on your revenue.
How do I prevent or fix a suppressed Buy Box?
The best course of action for preventing or fixing a suppressed Buy Box is ensuring your offer on Amazon matches or beats offers of the same product across major online retailers. If you notice that you have a suppressed Buy Box, do a quick Google search for your product and see what Google Shopping displays. That can be all the work it takes to uncover the reason for a suppressed Buy Box.
You could continue lowering price to win the Buy Box, but that just results in a pricing race to the bottom. This is why it is important to have a clear and standardized pricing strategy across retailers and make sure everyone is playing by the same rules. This way, you can prevent a suppressed Buy Box without the need to compromise your own profits.
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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.
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:
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.
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.
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.
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.