Many sellers experience a missing Buy Box during the first 30 days after becoming a seller on Amazon.Īmazon uses those first 30 days as a testing period to verify your ability to consistently handle Amazon’s shipping requirements (which means no issues with order cancellations, late shipments, or confirming shipments).Īdditionally, Amazon directs more traffic to Prime-eligible products. You’re a new third-party (3P) seller and/or are not Prime Eligible There are a number of potential causes of a missing Buy Box on Amazon. Causes of a Missing Buy Box on Your Amazon Listing Here are the most common reasons for a missing buy box on your Amazon listing. Concerns about a product’s authenticity or a seller’s ratings, or simply an error on Amazon’s part, can cause a missing Buy Box. If a product isn’t priced where Amazon thinks it should be, Amazon will often choose to disincentive a purchase and drive the customer to another product that’s priced more appropriately in the company's eyes.īut pricing isn’t the only factor. Remember, Amazon wants to make its customers happy by providing low prices. Typically, it has to do with the price of the item. Why Is Amazon Suppressing the Buy Box?Īlthough it might seem counterintuitive that Amazon would make it harder for customers to buy an item, there is usually a rational explanation. The good news is this: the common issues that lead to a missing Buy Box are relatively fixable.īut first need to know why Amazon is suppressing the Buy Box. Meaning, in addition to a lower conversion rate, you also get less traffic to your listing if the Buy Box is missing!
This extra step generally reduces customer conversion, and leads customers to explore different competing products that offer a Buy Box.Īdditionally, listings without a Buy Box do not get shown in Sponsored Products ads. Only after clicking one of those buttons will Amazon show you the buying options (listed by lowest price + shipping) and allow a customer to Add to Cart.
The customer must click on “Available from these Sellers” or “See All Buying Options” first. Notice the lack of an “Add to Cart” button.
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