How FBA Sellers Can Win The Amazon Buy Box in 2021?


Amazon’s Buy Box is up for grabs! But, not every seller can win it. FBA sellers in 2021 have to maintain several standards to improve their overall seller rating. This post mentioned some of the most essential factors that FBA sellers must consider to win the Amazon Buy Box. So without wasting any time, let’s get started!


1. Focus on fulfillment

Amazon sellers can now achieve fulfillment through FBA (Fulfillment by Amazon). FBM (Fulfillment by Merchant) or SFP (Seller-Fulfilled Prime). We believe sellers who use SFP have more chance to win the Buy Box since they maintain strong performance metrics.


2. Price products intelligently

It’s not true that sellers that sell products at a lower price than competition win the Buy Box. Lowering the prices might become a massive factor in winning the Buy Box, especially if your seller performance is higher than the competition. Want to get ahead of the competition when it comes to pricing the products? Invest in a repricing tool.


Choose a repricing tool that:

  • automatically calculates the minimum and maximum prices
  • uses keywords, brand, SKU content, quantity, and other factors to create a repricing strategy
  • automatically imports data to develop unlimited and customized repricing strategies for unlimited marketplace accounts


3. Ensure quick shipping time

Customers love it when their shipment reaches them quickly. So, try to offer quick shipping time. You have the following shipping brackets to choose from – 0-2 days, 3-7 days, 8-13 days, 14 days, or more. Select the shipping time carefully since you want to set the right expectations.


4. Stay in stock

Stock availability is another critical factor Amazon considers when awarding the Buy Box. Make sure the items you are selling are in stock; otherwise, Amazon will rotate the Buy Box to other sellers. Open the products for backorders as well.


5. Reduce ODR rating

Order Defect Rate (ODR) shows how well sellers handle defective orders. ODR rating is calculated using negative feedback rating, A-Z guarantee claim rate, and service chargeback rate. The ODR rating should be below one percent if you want the Buy Box.


6. Provide valid tracking

Valid Tracking Rate is a fairly new performance metric that Amazon uses to track Buy Box eligibility. Amazon considers the last seven and 30 days to check whether or not sellers provide valid tracking numbers to 95 percent of the packages shipped. Aim for VTR rating higher than 95 percent.


7. Reduce late shipment rate

The reason why we advised you to choose the shipping days carefully is that Amazon penalizes sellers that don’t fulfill shipping in the selected bracket. You must set the handling time in Seller Central; otherwise, Amazon defaults it to 1-2 business days. Keep the late shipment rate below 4 percent.


Keep Reading!

There you have it. We have shared everything you need to set your seller account successfully and win the Amazon Buy Box. Want to get ahead of the competition on Amazon? Why don’t you use our highly advanced, state-of-art Amazon repricing tool? It’s the best investment you will ever make in your eCommerce journey. Don’t forget to check out some of the other informative posts we have on our blog too!

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