What happens when you decide to check your advertising campaigns on Amazon, finding a message for one of your products saying “Not in Buy Box”?
Do you need to worry when you see that there are no impressions for that product?
The answer is straightforward.
Your product doesn’t have a Buy Box, and because of that, it’s not eligible to be advertised.
But why does Amazon even require Buy Box eligibility to allow for advertising that product?
Let me show you one simple example. Let’s look at this wheel rim product page.
This product (page) has a Buy Box, which enables us to buy it now from this seller. Now, let’s have a look at the other wheel rim product page.
This product doesn’t have a Buy Box. There is only an option to see “all buying options”. When we click on that button, we can see other sellers (from which we can buy that wheel rim).
The question is: do you really want to advertise products just to have them bought from other sellers?
Of course, the answer is no.
And this is precisely the reason why Amazon doesn’t allow advertising of products that don’t have a Buy Box.