{"id":110763,"date":"2022-07-05T06:03:00","date_gmt":"2022-07-05T06:03:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/"},"modified":"2022-07-05T06:03:00","modified_gmt":"2022-07-05T06:03:00","slug":"new-study-does-amazon-prefer-itself-in-the-buy-box","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/bg\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/","title":{"rendered":"New study: Does Amazon prefer itself in the Buy Box?"},"content":{"rendered":"

The accusation: Amazon prefers itself in the awarding of the Buy Box. The rumors have existed for years. Especially in the community of Amazon sellers, the accusation seems to have already established itself as truth. There is currently no concrete evidence of a circumvention of competition rules, but at least the antitrust authorities are also investigating the corporation.<\/p>

Because the dual role that Amazon takes on is particularly problematic: The company is both the owner of the platform and a seller on this platform at the same time. Although Amazon does not have a monopoly, it does have a very high market share in German online retail.<\/p>

Now the ARD business magazine Plusminus has also dealt with Amazon and the rumors about the Buy Box. In collaboration with a price analysis company, several tens of thousands of products were observed and evaluated. The results are quite surprising \u2013 but different from what most marketplace sellers would probably assume.<\/p>

Why is the Buy Box so crucial?<\/h2>

Plusminus \u0441\u0435 \u0444\u043e\u043a\u0443\u0441\u0438\u0440\u0430 \u043d\u0430 Amazon Buy Box<\/a>. \u0416\u044a\u043b\u0442\u0438\u044f\u0442 \u0431\u0443\u0442\u043e\u043d, \u043a\u043e\u0439\u0442\u043e \u043f\u043e\u0437\u0432\u043e\u043b\u044f\u0432\u0430 \u0434\u043e\u0431\u0430\u0432\u044f\u043d\u0435\u0442\u043e \u043d\u0430 \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0438 \u0432 \u043a\u043e\u043b\u0438\u0447\u043a\u0430\u0442\u0430 \u0437\u0430 \u043f\u0430\u0437\u0430\u0440\u0443\u0432\u0430\u043d\u0435, \u0435 \u0438\u0437\u0432\u0435\u0441\u0442\u0435\u043d \u043d\u0430 \u0432\u0441\u0435\u043a\u0438 \u043a\u043b\u0438\u0435\u043d\u0442 \u043d\u0430 \u0442\u044a\u0440\u0433\u043e\u0432\u0441\u043a\u0430\u0442\u0430 \u043f\u043b\u0430\u0442\u0444\u043e\u0440\u043c\u0430. \u0410 \u0437\u0430 \u043f\u0440\u043e\u0434\u0430\u0432\u0430\u0447\u0438\u0442\u0435, \u043e\u0441\u043e\u0431\u0435\u043d\u043e \u043d\u0430 \u0442\u044a\u0440\u0433\u043e\u0432\u0441\u043a\u0438 \u0441\u0442\u043e\u043a\u0438, \u043f\u043e\u043b\u0435\u0442\u043e \u0437\u0430 \u043a\u043e\u043b\u0438\u0447\u043a\u0430\u0442\u0430 \u0437\u0430 \u043f\u0430\u0437\u0430\u0440\u0443\u0432\u0430\u043d\u0435 \u0438\u0433\u0440\u0430\u0435 \u0440\u0435\u0448\u0430\u0432\u0430\u0449\u0430 \u0440\u043e\u043b\u044f.<\/p>

Because instead of creating a separate product page for each offer (as eBay does, for example), Amazon consolidates all offers of the same product on a detail page. To decide which seller receives an incoming order and thus has sold the product from their inventory, the Amazon algorithm considers various parameters, including price, shipping method, shipping speed, and any customer reviews.<\/p>

Now, the fact is that the vast majority of customers order directly through the yellow button and do not take the effort to look at the other offers of the product. Therefore, whoever wins the Buy Box receives about 90% of the sales. Those who do not win the Buy Buy Box practically walk away empty-handed. Thus, the competition for the shopping cart field is crucial, and the awarding criteria are antitrust significant. If Amazon were to prefer itself here, it might be abusing its market power.<\/p>

Does Amazon prefer itself and its own offer? \u2013 Study results<\/h2>

For the Amazon study, Plusminus examined 64,000 products on the marketplace of the online giant. Both price and delivery speed were considered in the analysis, but no other criteria such as the reliability or customer rating of a seller were included. All products included in the study were offered by several merchants as well as by Amazon itself.<\/p>

\u00bb \u0421\u043f\u043e\u0440\u0435\u0434 Plusminus, Amazon \u0435 \u043f\u0440\u0438\u0442\u0435\u0436\u0430\u0432\u0430\u043b Buy Box<\/strong> \u0437\u0430 20,000 \u043e\u0442 64,000 \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0430. \u0422\u043e\u0432\u0430 \u0435 \u043c\u0430\u043b\u043a\u043e \u043d\u0430\u0434 31%<\/strong>. <\/span><\/p>

\u00bb \u0417\u0430 \u043e\u043a\u043e\u043b\u043e 8,000 \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0430 (12.5%<\/strong>), Amazon \u0435 \u043f\u0440\u0438\u0442\u0435\u0436\u0430\u0432\u0430\u043b Buy Box, \u0432\u044a\u043f\u0440\u0435\u043a\u0438 \u0447\u0435 \u0438\u043c\u0430\u0448\u0435 \u0438 \u0434\u0440\u0443\u0433\u0438 \u0434\u043e\u0441\u0442\u0430\u0432\u0447\u0438\u0446\u0438, \u043f\u0440\u0435\u0434\u043b\u0430\u0433\u0430\u0449\u0438 \u043f\u043e-\u043d\u0438\u0441\u043a\u0430 \u0446\u0435\u043d\u0430. \u0422\u0443\u043a Amazon \u0431\u0435\u0448\u0435 \u0441\u0440\u0435\u0434\u043d\u043e \u0441 1.83 \u0435\u0432\u0440\u043e \u043f\u043e-\u0441\u043a\u044a\u043f<\/strong>, \u043d\u043e \u043e\u0431\u0438\u043a\u043d\u043e\u0432\u0435\u043d\u043e \u0441\u044a\u0449\u043e \u0438 \u0434\u043e\u0441\u0442\u0430\u0432\u0447\u0438\u043a\u044a\u0442 \u0441 \u043d\u0430\u0439-\u0431\u044a\u0440\u0437\u043e \u0432\u0440\u0435\u043c\u0435 \u0437\u0430 \u0434\u043e\u0441\u0442\u0430\u0432\u043a\u0430.<\/span><\/p>

\u00bb \u0412 \u043a\u043e\u043d\u0442\u0435\u043a\u0441\u0442\u0430 \u043d\u0430 156 \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0430, Amazon \u043d\u0435 \u0441\u0430\u043c\u043e \u0435 \u043f\u0440\u0438\u0442\u0435\u0436\u0430\u0432\u0430\u043b Buy Box \u0441 \u043f\u043e-\u0432\u0438\u0441\u043e\u043a\u0430 \u0446\u0435\u043d\u0430, \u043d\u043e \u0435 \u0438\u043c\u0430\u043b\u043e \u0438 \u043f\u043e\u043d\u0435 \u0435\u0434\u0438\u043d \u0434\u0440\u0443\u0433 \u043f\u0440\u043e\u0434\u0430\u0432\u0430\u0447, \u043a\u043e\u0439\u0442\u043e \u043c\u043e\u0436\u0435 \u0434\u0430 \u0434\u043e\u0441\u0442\u0430\u0432\u0438 \u0442\u043e\u043b\u043a\u043e\u0432\u0430 \u0431\u044a\u0440\u0437\u043e, \u043a\u043e\u043b\u043a\u043e\u0442\u043e Amazon<\/strong>. \u0422\u043e\u0432\u0430 \u043f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043b\u044f\u0432\u0430 \u0441\u0430\u043c\u043e 0.25%<\/strong> \u043e\u0442 \u0440\u0430\u0437\u0433\u043b\u0435\u0434\u0430\u043d\u0438\u0442\u0435 \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0438.<\/span><\/p><\/blockquote>

For each of the 156 sellers, it could potentially be a significant loss if Amazon were indeed to prefer itself here and disregard competition rules. However, regarding the overall study, the result is different from what many marketplace sellers would have likely assumed beforehand. 156 out of 64,000 products is an insignificantly small share.<\/p>

\u041e\u0441\u0432\u0435\u043d \u0442\u043e\u0432\u0430, \u043f\u0440\u043e\u0443\u0447\u0432\u0430\u043d\u0435\u0442\u043e \u043d\u0430 Plusminus \u0440\u0430\u0437\u0433\u043b\u0435\u0436\u0434\u0430 Amazon Buy Box \u0435\u0434\u0438\u043d\u0441\u0442\u0432\u0435\u043d\u043e \u043d\u0430 \u0431\u0430\u0437\u0430\u0442\u0430 \u043d\u0430 \u0434\u0432\u0430 \u043a\u0440\u0438\u0442\u0435\u0440\u0438\u044f \u0437\u0430 \u043d\u0430\u0433\u0440\u0430\u0436\u0434\u0430\u0432\u0430\u043d\u0435: \u0446\u0435\u043d\u0430 \u0438 \u0441\u043a\u043e\u0440\u043e\u0441\u0442 \u043d\u0430 \u0434\u043e\u0441\u0442\u0430\u0432\u043a\u0430. \u0418 \u0434\u0432\u0430\u0442\u0430 \u0430\u0441\u043f\u0435\u043a\u0442\u0430 \u0431\u0435\u0437\u0441\u043f\u043e\u0440\u043d\u043e \u0441\u0430 \u043c\u043d\u043e\u0433\u043e \u0432\u0430\u0436\u043d\u0438, \u043d\u043e \u043d\u0435 \u0441\u0430 \u0435\u0434\u0438\u043d\u0441\u0442\u0432\u0435\u043d\u0438\u0442\u0435 \u0440\u0435\u0448\u0430\u0432\u0430\u0449\u0438 \u0444\u0430\u043a\u0442\u043e\u0440\u0438. \u041d\u0430\u0439-\u043c\u0430\u043b\u043a\u043e \u0435\u0434\u0438\u043d\u0430\u0434\u0435\u0441\u0435\u0442 \u0434\u0440\u0443\u0433\u0438 Buy Box \u043a\u0440\u0438\u0442\u0435\u0440\u0438\u044f<\/a> \u043c\u043e\u0433\u0430\u0442 \u0434\u0430 \u0431\u044a\u0434\u0430\u0442 \u0438\u0434\u0435\u043d\u0442\u0438\u0444\u0438\u0446\u0438\u0440\u0430\u043d\u0438, \u043a\u043e\u0438\u0442\u043e \u0441\u044a\u0449\u043e \u0438\u0433\u0440\u0430\u044f\u0442 \u0440\u043e\u043b\u044f \u0432 \u043d\u0430\u0433\u0440\u0430\u0436\u0434\u0430\u0432\u0430\u043d\u0435\u0442\u043e \u043d\u0430 \u043f\u043e\u043b\u0435\u0442\u043e \u0437\u0430 \u043a\u043e\u043b\u0438\u0447\u043a\u0430\u0442\u0430 \u0437\u0430 \u043f\u0430\u0437\u0430\u0440\u0443\u0432\u0430\u043d\u0435. \u0418\u0433\u043d\u043e\u0440\u0438\u0440\u0430\u043d\u0435\u0442\u043e \u043d\u0430 \u0442\u0435\u0437\u0438 \u043f\u0440\u0435\u0434\u043e\u0441\u0442\u0430\u0432\u044f \u0441\u0430\u043c\u043e \u0438\u0437\u043a\u0440\u0438\u0432\u0435\u043d\u0430 \u043f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u0430 \u0437\u0430 \u0440\u0435\u0430\u043b\u043d\u043e\u0441\u0442\u0442\u0430.<\/p>

How marketplace sellers win the Buy Box with the highest possible price<\/h2>

\u0414\u044a\u0440\u0436\u0430\u043d\u0435\u0442\u043e \u043d\u0430 Buy Box \u043d\u0435 \u0441 \u043d\u0430\u0439-\u043d\u0438\u0441\u043a\u0430\u0442\u0430, \u0430 \u0441 \u043f\u043e-\u0432\u0438\u0441\u043e\u043a\u0430 \u0446\u0435\u043d\u0430 \u0435 \u043d\u0430\u0438\u0441\u0442\u0438\u043d\u0430 \u0432\u044a\u0437\u043c\u043e\u0436\u043d\u043e \u0437\u0430 \u043c\u043d\u043e\u0437\u0438\u043d\u0441\u0442\u0432\u043e\u0442\u043e \u043e\u0442 \u0434\u043e\u0441\u0442\u0430\u0432\u0447\u0438\u0446\u0438\u0442\u0435 \u043d\u0430 \u0442\u044a\u0440\u0433\u043e\u0432\u0441\u043a\u0438 \u0441\u0442\u043e\u043a\u0438. \u0412\u044a\u043f\u0440\u0435\u043a\u0438 \u0442\u043e\u0432\u0430, \u0440\u044a\u0447\u043d\u043e\u0442\u043e \u0440\u0435\u0433\u0443\u043b\u0438\u0440\u0430\u043d\u0435 \u043d\u0430 \u0446\u0435\u043d\u0438\u0442\u0435 \u0435 \u0431\u0435\u0437\u043d\u0430\u0434\u0435\u0436\u0434\u043d\u043e \u043d\u0430\u0447\u0438\u043d\u0430\u043d\u0438\u0435 \u2013 \u0442\u0432\u044a\u0440\u0434\u0435 \u043c\u043d\u043e\u0433\u043e \u043a\u0440\u0438\u0442\u0435\u0440\u0438\u0438 \u0438 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u0438 \u0442\u0440\u044f\u0431\u0432\u0430 \u0434\u0430 \u0441\u0435 \u0438\u043c\u0430\u0442 \u043f\u0440\u0435\u0434\u0432\u0438\u0434. \u0421 \u043f\u043e\u0434\u0445\u043e\u0434\u044f\u0449 \u0438\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442 \u0437\u0430 \u043f\u0440\u0435\u043d\u0430\u0441\u0442\u0440\u043e\u0439\u043a\u0430, \u0442\u043e\u0432\u0430 \u043c\u043e\u0436\u0435 \u0434\u0430 \u0441\u0435 \u0443\u043f\u0440\u0430\u0432\u043b\u044f\u0432\u0430 \u0434\u043e\u0441\u0442\u0430 \u043d\u0430\u0434\u0435\u0436\u0434\u043d\u043e. \u0418\u043c\u0435\u043d\u043d\u043e \u0442\u043e\u0432\u0430 SELLERLOGIC \u043f\u0440\u0430\u0432\u0438 \u0437\u0430 \u0441\u0432\u043e\u0438\u0442\u0435 \u043a\u043b\u0438\u0435\u043d\u0442\u0438 \u043e\u0442 \u0433\u043e\u0434\u0438\u043d\u0438. Buy Box \u0434\u044f\u043b \u043e\u0442 95%<\/a> \u043d\u0435 \u0435 \u0440\u044f\u0434\u043a\u043e\u0441\u0442.<\/p>\t\t

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<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Annemarie Raluca Schuster<\/strong><\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t

\n\t\t\t\t\t\t\t
\u041e\u0441\u043d\u043e\u0432\u0430\u0442\u0435\u043b \u0438 \u0443\u043f\u0440\u0430\u0432\u043b\u044f\u0432\u0430\u0449 \u0434\u0438\u0440\u0435\u043a\u0442\u043e\u0440<\/strong> \u043d\u0430 SiAura Material<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t
\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t
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\u201c\u0412 \u043a\u0440\u0430\u0439\u043d\u0430 \u0441\u043c\u0435\u0442\u043a\u0430, \u043a\u043e\u043c\u043f\u0430\u043d\u0438\u0438\u0442\u0435 \u043c\u043e\u0433\u0430\u0442 \u0434\u0430 \u0440\u0435\u0430\u043b\u0438\u0437\u0438\u0440\u0430\u0442 \u0443\u0441\u043f\u0435\u0448\u043d\u0430 \u0446\u0435\u043d\u043e\u0432\u0430 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u044f \u0441\u0430\u043c\u043e \u0441 \u043f\u043e\u043c\u043e\u0449\u0442\u0430 \u043d\u0430 \u0441\u043e\u0444\u0442\u0443\u0435\u0440; \u0440\u044a\u0447\u043d\u043e\u0442\u043e \u0438\u0437\u043f\u044a\u043b\u043d\u0435\u043d\u0438\u0435 \u043d\u0435 \u0435 \u043e\u0441\u044a\u0449\u0435\u0441\u0442\u0432\u0438\u043c\u043e. \u0421 SELLERLOGIC Repricer \u0443\u0441\u043f\u044f\u0445 \u0434\u0430 \u0443\u0432\u0435\u043b\u0438\u0447\u0430 \u0441\u0432\u043e\u044f Buy Box \u0434\u044f\u043b \u0434\u043e 95%!\u201d<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

In contrast to the Amazon study conducted by Plusminus, the Repricer inherently takes into account the important Buy Box criteria. As a result, it wins the Buy Box not with the lowest, but with the highest possible price depending on the current status of the other metrics of the offering seller.<\/p>

\u0418\u0441\u043a\u0430\u0442\u0435 \u043b\u0438 \u0434\u0430 \u043f\u043e\u0441\u0442\u0438\u0433\u043d\u0435\u0442\u0435 Buy Box \u0434\u044f\u043b \u043e\u0442 \u043f\u043e\u0447\u0442\u0438 100%? \u0422\u043e\u0433\u0430\u0432\u0430 \u0442\u0435\u0441\u0442\u0432\u0430\u0439\u0442\u0435 SELLERLOGIC Repricer \u0441\u0435\u0433\u0430 \u0431\u0435\u0437\u043f\u043b\u0430\u0442\u043d\u043e \u0437\u0430 14 \u0434\u043d\u0438<\/a>!<\/p>

Conclusion: Plusminus study on the Amazon Buy Box<\/h2>

Amazon’s dual role in connection with the high market share it has in e-commerce is certainly problematic, even though there is no classic monopoly in online retail. However, the result of this large-scale study of nearly 64,000 products also shows why it is so important not to focus solely on price or delivery speed as the decisive metrics.<\/p>

In addition, there are many other customer-relevant criteria that influence the price with which a seller can win the Buy Box for their offer. Only with intelligent software is pricing for Amazon sellers still meaningful and, above all, economically feasible today. It is important to choose a dynamic Repricer that not only keeps an eye on the price but also on other important metrics and competitors.<\/p>

Image credit: \u00a9 Nuthawut \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

The accusation: Amazon prefers itself in the awarding of the Buy Box. The rumors have existed for years. Especially in the community of Amazon sellers, the accusation seems to have already established itself as truth. There is currently no concrete evidence of a circumvention of competition rules, but at least the antitrust authorities are also<\/p>\n","protected":false},"author":3,"featured_media":21030,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[1038],"tags":[],"class_list":["post-110763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category---buy-box"],"yoast_head":"\nNew study: Are marketplace sellers systematically disadvantaged?<\/title>\n<meta name=\"description\" content=\"\u0412 \u0433\u043e\u043b\u044f\u043c\u043e \u043c\u0430\u0449\u0430\u0431\u043d\u043e \u043f\u0440\u043e\u0443\u0447\u0432\u0430\u043d\u0435 \u0441\u043f\u0438\u0441\u0430\u043d\u0438\u0435\u0442\u043e Plusminus 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