亚马逊购物车丢失的7大原因解析 - 2025年卖家必看指南
（图片来源：图虫创意）
购物车对于亚马逊销售至关重要。 如果您的商品能够进入客户的购物车，就更有可能获得订单。所以，获得黄金购物车的listing就非常重要。
The Amazon Buy Box is crucial for sales. If your product makes it into the customer's cart, you're more likely to get the order. Therefore, winning the Buy Box for your listing is extremely important.
与国内电商平台不同，亚马逊的购物车并不是每个listing都有，即使获得了也有可能会丢失。而且，卖家有时也不清楚为什么会出现这种情况。
Unlike domestic e-commerce platforms, not every Amazon listing has the Buy Box, and even if you win it, you might lose it. Many sellers don't understand why this happens.
亚马逊购物车丢失的原因
Reasons for Losing Amazon Buy Box
1. 涨价幅度过大
价格是亚马逊考量购物车非常重要的因素。如果一个listing的价格单次涨幅过大，很容易导致购物车丢失。
1. Excessive Price Increase
Price is a key factor in Amazon's Buy Box algorithm. A single large price increase can easily cause you to lose the Buy Box.
2. 被对家跟卖
当产品被跟卖时，会存在相互竞争购物车的情况。亚马逊会根据账号的销量、绩效、发货方式时效、价格等多个综合因素评判。
2. Hijacked by Competitors
When your product is hijacked, multiple sellers compete for the Buy Box. Amazon evaluates seller performance, sales volume, shipping speed, price and other factors.
3. 对listing随意修改
亚马逊的listing随意更改，会直接影响整个listing的排名和权重。比如，合并listing或拆分变体。
3. Frequent Listing Changes
Making frequent changes to your listing can negatively impact its ranking and weight. Actions like merging listings or splitting variants can cause Buy Box loss.
4. 价格大幅度下降
A9算法会通过转化率，不断测试每个产品能带来的最大收益。如果你的产品长时间转化差和销量差，平台算法就会认为你的产品和买家的匹配度不高。
4. Significant Price Drops
Amazon's A9 algorithm continuously tests each product's maximum revenue potential through conversion rates. Poor conversions and sales may signal poor buyer-product match.
5. 差评过多导致listing表现不佳
如果收到差评，会影响到listing的排名和权重，从而影响转化和销量。这就有可能导致购物车的丢失。
5. Too Many Negative Reviews
Negative reviews impact listing ranking and weight, affecting conversions and sales - potentially leading to Buy Box loss.
6. 库存不足FBA断货
如果没有充足的库存，亚马逊会认为你不能为买家提供更多的消费机会，因此也有可能会丢失购物车。
6. FBA Stockouts
Insufficient inventory suggests you can't meet buyer demand, which may cause Amazon to remove your Buy Box eligibility.
7. 新品FBA自发货周期过长
一般情况下，新品的购物车获得率较低。如果再加上是亚马逊FBM发货，那么能赢得购物车的概率就更低了。
7. Long FBM Shipping Times for New Products
New products typically have lower Buy Box win rates. FBM shipments further decrease your chances, as many categories don't offer Buy Box for merchant-fulfilled items.
要清楚一个概念，购物车并不是广告。 虽然Buy Box会增加用户下单的几率，但是不能提升产品的曝光率。
Important note: The Buy Box isn't advertising. While it increases conversion chances, it doesn't improve product visibility.
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