What are the reasons for losing the Amazon Buy Box?
1. Newly listed FBM self-delivered listings may not have a shopping cart during the new product period
Now the boutique route has become Amazon's mainstream route, and FBA is a necessary option for taking the boutique route. Of course, there are also many sellers who insist on self-delivery, because self-delivery does have certain advantages in capital circulation. For novice sellers with weak strength, it is also a good option to test the goods by self-delivery first, and then upgrade to FBA based on merit later.
In the past few years, after a new listing was launched, it would usually take a period of operation before a shopping cart would appear. Now, with the continuous development of FBA, basically new products shipped using FBA will be automatically allocated a shopping cart as soon as the products are put on the shelves. Therefore, for those sellers who do self-delivery and are troubled by the lack of shopping carts, switching products to FBA delivery is a good choice.
2. Your shopping cart is stolen by someone else who copied your product
If you encounter copycat sales, the probability of your shopping cart being snatched away will greatly increase. There are two situations here. The first situation is that if your listing is very good and the price of the follower is also advantageous, then the system will assign the shopping cart to you sellers. The main shopping cart is still yours, but a small shopping cart button will be assigned to the follower at the other seller below.
If your listing performs averagely, and the follower adjusts the price to just below your price, then the shopping cart will be directly snatched away by the follower, and a ridiculous situation like "the listing is yours, but the sku is not yours" will occur. Moreover, many Amazon customers do not understand the principle of follow-selling. Generally, customers will directly click to buy when they see the shopping cart button, and do not pay attention to whose sku it is.
This situation is actually very dangerous for your listing, because the quality of the follow-up seller is generally not guaranteed. If the follow-up seller sends counterfeit or shoddy products, the customer will give a bad review without hesitation after receiving the product, and then the follow-up seller will just walk away. In the end, the bad review will still fall on your listing, and you will have to deal with the follow-up work yourself.
Therefore, if you encounter a situation where someone copies your product and maliciously lowers the price to force you to add items to your shopping cart, you must first send a warning letter and then file a complaint. Of course, brand registration must be done before filing a complaint.
3. Product sales are very poor, and click-through rate and conversion rate are at a low end for a long time
We know that Amazon ranks products according to the A9 algorithm. So what criteria does the A9 algorithm use to calculate? The answer is the product's quality score, or the product's weight.
Many sellers may find that a product with poor sales suddenly has no shopping cart, and is replaced by the "Available from these sellers" button at the bottom and the "see all buying options" button on the right. This is because your listing has been poorly performed for a long time and the shopping cart has been taken back by Amazon, even if there is no one selling under your listing.
We know that there are many factors that affect product weight, but sales volume and conversion rate are undoubtedly the two most important factors. If you want to get your lost shopping cart back, improving the conversion rate and sales volume of your products is the most effective method.
4. When the product price increases significantly in a short period of time, the shopping cart disappears
Although Amazon is a shopping platform, the comprehensiveness of its A9 algorithm is no less than that of search platforms such as Google. If the price of your product increases significantly in a short period of time, it will trigger an alert in the A9 algorithm, which is what we usually call being scanned by the Amazon robot.
Then Amazon will determine that you are manipulating prices, and will include your listing in the abnormal listing catalog. Your shopping cart will also be temporarily taken away by Amazon. In fact, such a setting is understandable, because such frequent and large price increases will undoubtedly bring a bad experience to consumers, which will in turn affect Amazon's brand power.
Therefore, if you must raise prices due to operational needs, Mike still recommends that you take small steps and use a multi-frequency approach to achieve the purpose of price increases while avoiding being scanned by robots. This way, you won’t lose your shopping cart due to price increases.
5. A large number of negative reviews were received in a short period of time, causing the shopping cart to disappear
Amazon sellers all know the importance of reviews and how difficult it is to get reviews. According to Amazon's official data, the natural review rate of Amazon customers when making a purchase is only about 1%, which means that you will get one review after selling 100 products.
But on the other hand, if the buyer does not like the product they purchased, the chance of them leaving a bad review is far more than 1%. If your product receives a lot of negative reviews in a short period of time, the Amazon A9 algorithm will realize that there is a potential problem with your product, so removing your shopping cart is the first step. If the situation does not improve, the next step will be to remove the listing or even your sales rights.
Therefore, if sellers want to eliminate this factor, they must ensure that they choose a good product, ensure that the product does not have any insurmountable defects, and ensure that the product packaging is strong and not easily damaged. This can greatly reduce the chances of receiving bad reviews, which in turn can greatly reduce the chances of losing your shopping cart.
