While only Amazon itself can say with absolute certainty what the sure-fire way of winning a Buy Box is, we here at FeedbackExpress have a fair idea of what you need to do. One of the best actions you can take is maintaining a stellar Amazon Seller Rating, and it’s really a lot easier to accomplish than you think.
1. Why Amazon Seller Rating Matters So Much
Amazon buyers don’t have the luxury of walking into your brick-and-mortar shop, asking you questions in real time, and examining products with their own hands. They have to rely on the judgements of others to feel reassured they’re making the right choice, and having a high seller rating is one of the best ways to build trust.
Also, Amazon takes it very seriously when deciding who to award a Buy Box to.
So what can you do to score as close to 100 as possible?
2. Do as You Say and Describe
I love books, but I once decided to take a chance on a Kindle. I didn’t need anything fancy, just a tablet-y thing that showed the words. Even a backlit screen was too fancy for me. Eventually I found a bare bones Kindle and purchased it, and excitedly waited for it to arrive.
When it did, I tried everything to get it power up and show books, but it never did. And it wasn’t because I was missing some set-up step, it was because the seller had sold me a demo Kindle. Not a real Kindle. The kind of device you see in stores that flash things on their screens but don’t actually do anything.
Was I upset? Well, that’d be putting it mildly. I contacted the buyer and they said they’d refund it, but only if I paid the shipping costs. Uh, no way! Not only was I miffed about getting sold a dud device that was not as described, but now I was expected to pay the shipping back to the seller if I wanted my money back.
Lesson: do not be like that shady Kindle seller! Whatever you write in the listing, make damn sure the buyer receives exactly that. If you say it’ll arrive in two days or that the item is new and not used, then don’t send them something used that arrives in a week’s time. Not only will you get one ticked off customer on your hands who won’t hesitate to write a scathing review, but Amazon will punish you as well.
3. Get Back to Your Buyers, Like, Yesterday
You know those early stages of dating where you text the person you’re into, and never get a quick response? You can’t help feeling like they’re either playing games or like you’re not a priority. But unlike in the dating world, where you can convey your frustration by withholding your affection and saving it for someone who matters, you can show sellers you’re walking away by buying from someone else.
Don’t ever think this won’t happen to you. It can, and it will. And if you don’t respond to buyers within 24 hours (but really, it should be sooner than that), then you’ll not only lose points on your Seller Rating, but you could/will lose sales, too.
4. Smile, Even if it’s Killing You on the Inside
Unless you’re selling something people need and nobody else is selling, then you’re going to have to offer great customer support. This means simple things like being polite and friendly, and more complex things like issuing a refund quickly if they ask for it.
Having great customer support and being known as a friendly, trusted seller should be motivation enough, but in case it’s not, consider this: if Amazon has to step in and sort out your mess (i.e. an A-to-Z claim), then you can bet your bottom dollar it won’t end up pretty for you. And if it happens often enough, your battleship will have sunk.