Let’s set a scene. You’ve been winning the Buy Box for a while now and sales are rolling in but, with manufacturing costs and shipping expenses soaring, you need to raise your price. Simple, right?
Sadly it might be trickier than you think.
It seems that more recently, the application of Amazon’s Competitive Pricing policy means that a price increase can see your Buy Box privileges vanish – even if you’re the only seller of your product on Amazon – frustrating both you and your potential buyers.
Why is this happening?
It looks like there’s been a tweak to the competitive pricing algorithm, which is the gatekeeper of the Buy Box.
Amazon say they only feature offers that hit their benchmarks on three fronts:
- Price
- Delivery
- And customer service.
If no offers meet all those expectations, you get the dreaded “no featured offers are available” notice.
Given brands are losing their Buy Box privileges when nothing has changed except from the list price, it seems that Amazon is now comparing your price on Amazon to pricing for the same products outside of Amazon.
And if your price is higher than other retailers?
Even if you’re crushing it on all other fronts, it’s bye-bye Buy Box.
Let’s face this together
What makes this issue so tricky is timing.
Outside of Amazon, other retailers may still be selling old stock at lower prices – leaving you caught between raising prices and risking your Buy Box or slashing margins to compete until the market catches up.
If you’re facing this challenge?
We’ve got strategies to navigate this balancing act while keeping your business profitable. Let’s talk.