For brands that have a direct sourcing relationship with Amazon, keeping ownership of the Buy Box is a critical challenge. Indeed, some of BlueBoard’s clients have reported revenue losses of up to 38% over a quarter due to Lost Buy Box issues. Buy Box losses are one of the 5 Top reasons for brands to monitor online assortment.
Losing the Buy Box means that although Amazon has inventory from the manufacturer, it will favor linking the Add to Basket button to a 3rd-party seller. This can happen for a variety of reasons, but it usually means that the 3rd-party seller has a good track record and is offering a better price. Amazon explains on their vendor help site how the Buy Box is attributed.
In the example above, the price offered by the 3rd-party vendor is the same as Amazon’s. Yet Amazon is not promoting its own inventory.
This causes a direct hit to the performance of the brand. Customers could be buying from them, but will instead get stock from a dubious source. In turn, Amazon may complain that their inventory is not selling fast enough. To maximize their sales, brands must satisfy 100% of the demand and reduce the rate of Lost Buy Box.
Keeping track of lost buy boxes can be very tedious. Clients reported that manual lost buy box checks require 2 hours of work every day, for every Account Manager.
BlueBoard offers several ways to fast track this process: a dashboard, email notifications, data extracts, and an API.
For every product, the BlueBoard dashboard highlights the offer that is obtaining the Buy Box. In the case above, the red square means that Add to Cart clicks will be directed to a 3rd-party vendor.
By hovering the marketplace price, it is also possible to see the name of the marketplace vendor.
In BlueBoard, it is possible to set custom notifications to a specific set of products. One of the events you can track is changes in the Buy Box attribution. Here’s how to do it:
To instantly get a report of Buy Box statuses for a large set of product, display all products on the main dashboard then click Export > Export real-time raw data.
The result is a sizeable .csv file containing a lot of information, with one line per product. The data relevant to the lost Buy Box are in the following columns:
BlueBoard offers a fully-featured API that you can hook to your own information system. You can use it to monitor events on a regular basis but also conduct a long-term analysis. The API gives you access to all the data BlueBoard has collected for your brand, for as long as it has been monitoring your products.
Brands need to act on this monitoring to fix situations and increase performances.