Buy Box (Featured Offer)
The Add to Cart panel on a detail page, and the single offer it is currently pointed at. Amazon now officially calls it the Featured Offer.
Why it matters
The overwhelming majority of Amazon sales go through the Buy Box. If several sellers list the same ASIN, Amazon rotates one into that panel based on price, fulfillment method, seller performance and stock reliability. Everyone else is relegated to the 'Other Sellers' link, which almost nobody clicks.
In practice
For a brand, an unstable Buy Box is usually a symptom rather than a problem in itself. It means multiple sellers are competing on your own listing, typically unauthorized ones who undercut on price. The fix is rarely to price-match them into the ground, that just trains the algorithm to expect a lower price. It is to remove them.
Amazon can also suppress the Buy Box entirely if it judges the price uncompetitive against other retailers, which is why an aggressive off-Amazon promotion can silently kill your Amazon sales for the week.
Related terms
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