EC Newcomer Training: What is Amazon Marketplace? Mechanism of Cart Box Acquisition and Basics of ASIN Management
When starting sales on Amazon, what should be understood first is structure of "Amazon Marketplace". Organizing difference between "Sold by: Amazon.co.jp" where Amazon itself is seller and "Marketplace Listing" where external operators sell, and concept of "Cart Box" influencing sales to MECE (Mutually Exclusive and Collectively Exhaustive) is first step of EC operation. In this article, we explain ASIN management and logic of cart acquisition that newcomer person in charge should hold systematically.
1. Basic Structure of Amazon Marketplace (1P vs 3P)
Amazon Marketplace is mechanism where third parties (sellers) other than Amazon can sell products on Amazon platform. Broadly speaking, there are following 2 forms.
- 1P (First Party): Form where Amazon purchases products from manufacturers or wholesalers and sells them by itself (using Vendor Central).
- 3P (Third Party): Form where external operators rent Amazon's place and sell directly to users (using Seller Central).
The biggest feature of Marketplace Listing (3P) is point that multiple sellers list together on "same ASIN (Product Detail Page)". This makes it easier for users to buy from the seller with the best conditions.
2. ASIN Code: "Common Language" of Product Management in Amazon
Use Unique identification number to identify products on Amazon calledASIN (Amazon Standard Identification Number). While JAN code is global barcode, ASIN is 10-digit alphanumeric character valid only inside Amazon.
When registering new product, check if existing ASIN exists, and if so, perform "ride-on listing", if not, "create new ASIN". If this management is mistaken, catalog will be duplicated and SEO evaluation will be dispersed. For details, Explanation of ASIN Catalog Structureplease refer to.
3. Importance and Determination Factors of Winning Cart Box (Buy Box)
Seller linked to "Add to Cart" button on Amazon product page is called "Cart Box Winner".About 80-90% of sales on Amazon are via this Cart Box, and presence or absence of acquisition divides success or failure of business.
Logic of cart acquisition is not public, but mainly following factors influence:
- Delivery Speed: Use of FBA (Fulfillment by Amazon) is extremely advantageous.
- Price: Competitiveness of effective price including points.
- Inventory Health: Stable supply system not causing stockout.
- Seller Rating: Order defect rate and quality of customer service.
4. Data Analysis of Marketplace Operation
You can check how much you have acquired cart on "Business Report" of Seller Central. The following chart is image of correlation between "Cart Acquisition Rate" and "Number of Orders" in general operation.
FAQ
- Q. Which is better to list on, 1P or 3P?
- A. If you emphasize brand control and want to perform detailed data analysis, 3P (Seller) is suitable. On the other hand, if you want to reduce operation man-hours by wholesale to Amazon, 1P (Vendor) is an option. Currently, number of companies taking hybrid strategy is increasing.
- Q. What is the reason why Cart Box was suddenly lost?
- A. Price cut by competitors, delay in receiving FBA inventory, or decline in seller score are considered. Also, if sold extremely cheaply on sites outside Amazon, cart may be removed by automatic price adjustment logic.
Your Amazon Strategy to Next Stage
From ASIN optimization to Cart Win Rate improvement, specialized consultants provide accompanying support.
Consult on Strategy for FreeSummary
Success in Amazon Marketplace starts not just with listing products, but with deeply understanding Amazon's systems (ASIN/Cart Box). Understanding 1P/3P characteristics, optimizing ASIN linking, and improving delivery quality to maximize Cart Win Rate. Executing this flow based on data is the skill required for EC managers.
Published: 2026-2-9 / Author: Yuta Ito
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References
- [1] Amazon Seller Central Help: How the Buy Box Works
- [2] Amazon Advertising: Marketplace Strategy Guide for Manufacturers