2 Buy Box Winners on Amazon
Amazon has increased cases where they assign two Buy Box winners on a listing at the same time. Generally, one is an FBA offer and one is a Seller Fulfilled offer as illustrated in the image attached below.
☛ Amazon might display different Buy Box winners according to buyers' browsers, shipping addresses or whether they have signed in or whether they are Prime members.
As a rule of thumb, if an Amazon buyer account is equipped with a Prime status, the buyer will see two Buy Box options offered by FBA.
Comparatively, if an Amazon buyer account is not equipped with a Prime status, the buyer will see the Buy Box option offered both FBA and Merchant.
Repricing under double Buy Box scenario
So, what would the repricer do when there are two Buy Boxes? It depends on the settings and the Min and Max prices.
Let’s analyze a few cases to see how to properly set the rule settings. These only apply to rules set to compete with the Buy Box price, since competing with the Lowest price will not be influenced by the double Buy Box scenario.
When both Buy Box prices are eligible competitors between the given Min and Max prices, the system will target the lowest Buy Box price and follow the general repricing rule.
➊ One Buy Box is below the Min price, the other one is between the Min and Max.
➋ One Buy Box is excluded, the other one is included.
Since there is an eligible Buy Box winner between the Min & Max, the system will first respond to the setting in “Buy Box Winner found between Min & Max” section.
Then, the system will apply the rule for the “When Buy Box Winner is below Min Price” scenario. If the corresponding action is set to “Use Auto Complete”, the system will target the eligible Buy Box between the designated Min and Max price instead of the Buy Box winner below the Min Price.
➊ Both Buy Box prices are above your Max price
➋ Both Buy Box prices are below your Min price
➌ One Buy Box price is below Min, the other is above Max price
In these 3 scenarios, none of the Buy Box offers fall in the designated Min and Max price range. That means the system cannot properly target one offer as illustrated in the Competitor Analysis attached below.
In response to these scenarios, you can further define how you prefer to have the system proceed with the price adjustment using the dropdown menu and rule settings seen below.
The Buy Box winners can be excluded by the Competitor choice and Custom Settings.
When both Buy Box prices are excluded by your settings, the system will respond to the “Competition not found” section and apply the “When Buy Box Winners excluded by your settings” rule.
Let's take a look at the example outlined below:
- Exclude by Seller ID [ Seller ID = AXXXXXXXXXXXXX ]
- When Buy Box Winners excluded by your settings: [ Do Not Reprice ]
Min Price: $12.00
Buy Box Winner 1 (FBM) : $12.00
Buy Box Winner 2 (FBA, AXXXXXXXXXXXXX ) : $13.00
Your Price: $14.00
Max Price: $15.00
In response to this scenario, you can further define how you prefer the system to proceed with the price adjustment using the dropdown menu and rule settings.
To cope with the two Buy Box winners’ scenario, we also added an Auto Complete variable in the setting “When Buy Box winner is below Min price” in each competitor-type section in the Advanced Settings.
The setting will be triggered when the Buy Box Winners are not excluded by the user’s settings and at least one of Buy Box Winners is between the Min and Max range.
After filtering the Buy Box winners, if there are still one or two Buy Box Winner(s) in the competition that do not fall between the Min and Max range, the system will still run “Buy Box Winners found outside Min & Max.”
Let's take a look at the following cases:
Buy Box Price (FBM)=$7
Your Price (FBA)=$9
In case 1, even though the Advanced Settings are set for an [FBA vs. FBM] scenario, the system will still apply “Buy Box Winners found outside Min & Max” setting.
Buy Box Winer 1 (FBM) =$6
Buy Box Winer 2 (FBA) =$7
In case 2, even though the Advanced Settings are set for an [FBA vs. FBM] scenario, the system will still apply “Buy Box Winners found outside Min & Max” setting.
Buy Box Winner 1(FBM)=$ 6
Buy Box Winner 2 (FBA)=$10
In case 3, as Buy Box winner 1 is below the Min price and the Advanced Settings [FBA vs. FBM] is enabled, the system will apply the rule for "when the Buy Box winner is below the Min price".
If "Auto-Complete" is set for the corresponding scenario in the rule, the system will check the next Buy Box Winner and detect whether it is above the Min price. Subsequently, the system will switch to apply the [FBA vs. FBA] scenario.
Following that, the system will respond to "When Buy Box winner is above Min price" scenario as illustrated in the Advanced Settings image attached below.