Buy Box
Updated: · GrowNow team
The Buy Box (officially the “Featured Offer”) is the “Add to Basket” box on an Amazon product page. When several sellers offer the same product, Amazon picks one offer for it based on factors such as price including delivery, shipping speed and seller performance. Most purchases go to the offer that holds the Buy Box.
Under the Vendor model, the offer holding the Buy Box is usually Amazon’s own; the problem arises when someone else lists a cheaper offer.
Why it matters for manufacturers
Without the Buy Box, an offer is practically invisible, even when the product is yours. That is why consistent pricing across channels matters so much.
See also
Legal basis and sources (as of 2 November 2026)
- Amazon Seller Central – Featured Offer eligibility (help)