There is one Amazon feature that sellers rarely talk about. A feature that is FREE and increases your Average Order Value (AOV), Traffic, and Conversion Rate (CVR). Consider using “Anything on the Buy Box”.

“Anything on the Buy Box” is an invite-only submission program that allows you to add multiple items complimenting your main product under the Buy Box. Not necessarily from the same brand!

A must-have to enable the feature is to be a part of the Amazon Strategic Account Services (SAS). Your SAS core manager (launchpad manager or any manager connected to your account) will support you to add and get approval for your extra products.

What is the main goal of this feature?

• for sellers: to have the ability to manually choose the complementary products under the main item for free;
  
  

• for buyers: to have an easier way to buy multiple products without leaving the main product’s page (PDP).
  
  

Anything on the Buy Box has many benefits, such as

• increasing your AOV
  
  

• increasing your CVR
  
  

• attracting more traffic to your PDP
  
  

• creating a great defensive strategy – no place for your competitors’ ads (DSP)
  
  

• increasing your product awareness
  
  

• influencing your FBT (Frequently – Bought – Together) placements
  
  

We use the tool for multiple accounts, and it works very well for the time being.