We sell the same product on Amazon and another online retailer. Because of our deal with that retailer, the product has to be $100 lower in their online marketplace. Up until a few years ago, Amazon was none the wiser and still let us have the Buy Box.
My theory is enough people returned the product to Amazon, stated they found a cheaper price, and then listed this other retailer as where they got it. Because of this snitching on us to Amazon, our Buy Box % in January was only 3%. Only when we run the occasional Amazon sale (and hoping the other retailer doesn’t notice!), do we get back up to 95-98%.
Management is wondering why sales have significantly dropped. I’ve reminded them, as I’ve stated for the past few years, that losing the Buy Box is absolutely devastating for sellers on Amazon. Am I wrong?
I’ve tried to explain the domino affect of all this: that if we lose the Buy Box, we can’t run ads. We can’t run ads, we lose sales velocity and rank. We lose rank, we lose visibility in search, and yada, yada, yada… We’re so far down in rank and sales, I haven’t been able to pull us back up to where were were.
Am I wrong for attributing the majority of our problems to not having the Buy Box? I’m beginning to think Management doesn’t agree. I feel crazy. I highly respect them and their ability to problem solve–I’m grateful to work with such highly intelligent people!–but brushing this off as not a Buy Box problem seems very foolish.
Where do we go from here?
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