Many sellers believe that the positive feedback score and the number of total ratings are highly influential in determining who will win the all important Buy Box.
This concept is also widely promoted by many Amazon repricing solutions, both rule-based and algorithmic. For example, you will often come across repricers allowing the rule to never to compete with sellers that have a lower feedback score than you.
The reality is, Amazon’s algorithm considers a vast amount of parameters and data, most of which is unknown or unavailable to the 3rd party sellers. Very often there seems to be little importance to who has the higher rating.
With FBM Prime becoming more common, even being an FBA seller no longer guarantees an edge when going for the Buy Box.
This doesn’t mean you should completely forget about your positive feedback score. Your seller feedback applies to all the products you sell and depending on the competition, this might give you the edge on some listings. We should also remember that the Buy Box isn’t everything and buyers will look at your feedback score when comparing you to the other buying choices they have.
So, how do you determine the best price to get you Buy Box shares?
There is no alternative to looking at each listing individually and learning which price compared to your serious competitors will get you in the Buy Box. This price will be different from listing to listing, even when you are competing against the same seller on multiple ASINs.