Did you know that 83% of Amazon sales go through the Buy Box ?
For sellers, this strategic framework is an unavoidable opportunity. Amazon offers two main approaches: Seller Central, intended for independent sellers, and Vendor Central, designed for brands and businesses that sell directly to Amazon. But how do these two models affect your chances of winning the Buy Box?
This article explores the essential criteria and analyzes how Vendor Central can be a major asset to boost your sales.
What is the Amazon Buy Box?
La Buy Box is the section of a product page where buyers can directly add an item to their cart. When you win the Buy Box, your product becomes the default choice, dramatically increasing conversions.
For mobile shoppers, this advantage is even more pronounced, as the Buy Box is central to the user interface.
Seller Central vs Vendor Central: What's the Difference for the Buy Box?
Seller Central
- B2C approach (Business-to-Consumer) :
You sell directly to consumers via the Amazon marketplace.
- Autonomous management :
Sellers control pricing, logistics (via Fulfillment by Merchant or FBA), and customer service.
- Increased competition :
Sellers must compete with thousands of others to win the Buy Box.
Vendor Central
- B2B approach (Business-to-Business) :
You sell your products in bulk directly to Amazon, which becomes the retailer.
- Managed by Amazon :
Amazon sets prices, manages logistics, and takes care of marketing.
- Algorithmic priority :
Vendor products often have better visibility and better chances of winning the Buy Box thanks to the direct control of Amazon.
Criteria for Winning the Buy Box with Vendor Central and Seller Central
1. Professional Account and Eligibility
- Vendor Central :
Automatic eligibility for products purchased by Amazon.
- Seller Central :
Requires an Amazon business account (€39.99/month) and specific eligibility for each product.
2. Stock Availability
- Vendor Central:
Amazon takes care of inventory, reducing the risk of stockouts and increasing the chances of maintaining the Buy Box.
- Seller Central:
Out of stock may temporarily exclude you from the Buy Box.
3. Fulfilment method
- Vendor Central:
Products are shipped directly by Amazon, which improves logistical reliability.
- Seller Central:
Sellers have to choose between FBA or FBM, with FBA being favored by Amazon's algorithm.
Vendor Central benefits for the Buy Box
- Better visibility
Vendor products have a better position in search results and promotions because Amazon prioritizes them as the official retailer.
- Simplified Management
Amazon takes care of logistics, customer service, and returns, allowing brands to focus on production and marketing strategy.
- Consumer Confidence
Products displaying the mention “Sold and shipped by Amazon” inspire more trust in customers, increasing conversions.
Factors That Impact Your Chances of Winning the Buy Box
Prices and Logistics
- Vendor Central:
Amazon sets prices to optimize sales, often by maintaining increased competitiveness.
- Seller Central:
Sellers should monitor their global price (including shipping and taxes) to remain attractive.
Customer Reviews and Feedback
- 95% of buyers read reviews before buying.
Vendor products enjoy a higher satisfaction rate thanks to Amazon logistics.
Order Defect Rate (ODR)
- Vendor Central:
Amazon handles returns and complaints, which reduces the risk of a high defect rate.
- Seller Central:
Sellers should maintain an ODR of less than 1% to remain competitive.
Strategies to Maximize Your Chances of Winning the Buy Box
For Vendor Central
- Ensure constant stock availability.
- Work on your branding to reinforce Amazon's interest in buying you in bulk.
For Seller Central
- Go for FBA in order to benefit from Amazon logistics.
- Collect positive reviews via tools like FeedbackExpress to strengthen your credibility.
- Watch your prices to remain competitive without hurting your margins.
Why Vendor Central Can Be Your Best Asset
By going through Vendor Central, you get direct control from Amazon over your products, which improves your chances of winning the Buy Box. Plus, simplified operations management allows you to focus on growing your brand. However, for small businesses and freelancers, Seller Central remains a viable option thanks to its flexibility and easy access.
Conclusion
Whether you go through Vendor Central or Seller Central, winning the Buy Box requires an adapted strategy. While Vendor Central offers obvious benefits for big brands, Seller Central remains a strategic choice for businesses that want to maintain total control. In both cases, optimizing performance and providing excellent customer service are critical to success on Amazon.
