Amazon has begun rolling out a new secondary Buy Box across European markets.
The Buy Box is a section of the platform on the right-hand side of the product page, that is used to add items to the cart for purchasing.
In 2019, the European Commission launched an antitrust investigation into Amazon to determine whether the online retailer was in violation of EU competition rules, with its use of sensitive data from independent sellers on its marketplace.
The key issue at hand, was the role of data in determining the winner of the “buy box”.
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Factors such as price, fulfilment method, shipping time, stock availability, and order defect rate are just a few of the elements that contribute to securing the buy box.
Fast forward to January 2023, and Amazon has begun rolling out a secondary buy box across European markets.
This change presents both opportunities and challenges for both customers and sellers.
For customers, it offers alternative purchasing options that may result in lower prices or faster delivery times.
For sellers, it could mean increased competition and the potential loss of the buy box.
The impact of this change on Amazon Advertising is yet to be seen.
Currently, only the seller with the buy box is able to send traffic to the product page, using Sponsored Products.
However, the introduction of a secondary buy box may provide an opportunity for another competitor to run advertising alongside them.
In conclusion, this update to Amazon’s buy box is worth paying attention to, as it could have significant implications for both buyers and sellers.
Stay tuned as we continue to monitor the situation and keep you updated on any further developments.
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