Amazon sellers noticed recently that used items were appearing in the Buy Box. While the “Used Buy Box,” as it’s called, has been live in Media categories since 2009, it’s a newer feature in some other categories.
Amazon explains the concept of the Buy Box by stating it’s “the box on a product detail page where customers start the purchase process by adding items to their shopping carts.” In June, a seller posted a letter on the Amazon forums from Amazon announcing that the Buy Box was now featuring used items.
“Used offers that win the Buy Box are featured simultaneously with new offers that win the Buy Box in an expandable, accordion-style Buy Box. If a product has both new and used offers available in the Buy Box, the Buy Box defaults to the winning new offer. Customers can view winning used offers by selecting the “Buy used” option.”
Amazon spokesperson Erik Fairleigh explained the timing of the rollout of the Used Buy Box, telling EcommerceBytes that the company launched the Used Buy Box in Media in 2009 and in six Consumer Electronics categories in October 2013. “Subsequently, we expanded the Used BuyBox to all Hardlines, Consumables, and Softlines categories beginning in April 2014.”
Third-party sellers vie not only with each other, but with Amazon itself, to get exposure on the prime real estate of the product pages. Sellers of used goods will see this new exposure as an advantage.