Ecommerce has ushered in an age of data for product companies. It lowered the barrier for companies to measure their customers’ actions and increase engagement by adding the website as a touch point alongside the company-owned retail store. Now, online marketplaces like Amazon and eBay offer an additional opportunity for product companies to collect data from a major retail channel..
and Why Nonintervention Isn’t One
Amazon has become an unavoidable presence in retail thanks, in large part, to their third-party marketplace. There are several other competing marketplaces like eBay, Rakuten, Sears, and Newegg, and new players like Walmart and Jet on the horizon. Product brands need to make a plan for selling (or not selling) their products on marketplaces like Amazon.
Or: How to Quantify Buy Box Issues on Amazon
On Amazon, the buy box controls a seller’s destiny. Amazon uses a metric called buy box percentage to show their third party sellers what percentage of pageviews include their offer as the default buying option. Since most buyers automatically use the default option, sellers invest heavily to improve their price, increase their seller rating, and remove competitors all in hopes of increasing their buy box percentage. It is a critical piece of every successful Amazon selling business.