By Martin Heubel, Founder and Director of Consulterce, a strategy consultancy for B2C Household & CPG brands
If Amazon is constantly losing the Buy Box and competing with your other retail partners on its marketplace, your margins will take a hit and Amazon will question your cost prices to them.
So reducing the LBB (Lost Buy Box) % must be a high priority for any manufacturer brand.
But how can you do it?
Start with these:
- Compare the cost prices you give your retail partners
- Introduce selective distribution agreements
- Make selective distribution agreements part of your commercial discussions with Amazon
- Review the cost/benefit ratio of losing the Buy Box on certain products
If you need any support on which approach to take, send me a message.
