Purchase Journey on Amazon "Rethinking Placement & Price in the Age of the Amazon Buy Box"

With over 310 million active customers worldwide[i] and 55% of shoppers starting their purchase journey on Amazon[ii], there’s no denying Amazon’s growing importance for sellers of all sizes. Yet finding success in selling to this massive customer base in a sea of 353 million product offerings,[iii] can be daunting, to say the least.

Selling to Amazon’s Customer Base

As with traditional multi-brand retail partnerships in the physical world (e.g. Target, Walmart), a seller on Amazon is selling to someone else’s customer base in exchange for reach, convenience, fulfillment and ease of purchase. Yet a common frustration with Amazon is that growing your own customer base and increasing your brand recognition is not turnkey. In fact, Amazon’s Seller Requirements stipulate that a Seller cannot directly solicit or advertise to the customers they have gained from an Amazon order. The reality is that while Amazon may be the “store” you sell through, there is still room to build brand recognition within their customer base. Customers usually understand that the brand of the product they are buying is separate from the store environment and build post-purchase recognition on new brand discoveries.

Price and Profits: How Can I Win the Amazon Buy Box?

Another common Amazon seller frustration is balancing product visibility and profitability. Visibility on an Amazon product page comes down to winning the Amazon Buy Box position. The Amazon Buy Box position accounts for over 80% of sales on Amazon[iv], so being the seller who wins this position is crucial.


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