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How the Buy Box Works

1 min read · Selling on Amazon.ca

Most sales go through the Buy Box. Here is what decides who gets it.

What it is

The default offer a shopper buys when they click Add to Cart.

What affects it

Price including shipping
Fulfilment method and delivery speed
Seller performance
Stock

What it means for resellers

Being the cheapest does not guarantee it
Offers at similar prices tend to share it
Amazon itself is often a seller, and hard to beat

Practical advice

Check how many sellers share the Buy Box and whether Amazon is one of them before you buy.

General information for resellers, not financial, tax or legal advice. Marketplace fees and policies change; check the current rules before you buy.

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Keep reading

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