First of all, what is the Amazon buy box?

The Amazon buy box is the big orange call to action that usually says “Add to Cart” and leads shoppers to the payment process when clicking on it.

When you are just a shopper on Amazon you might not even know about it, but when you search for something and click on a listing that comes up, then only one seller, even if there are many for that particular product, will be the one that “owns” that listing for the moment. That seller is in the buy box. What about the others? There is a small link below the buy box, the call to action that says “3 New from $X,XX”. Ever noticed that? Well when you click on that you’ll see a list of sellers, their item price, shipping cost and estimated shipping time. Only the one on top is in the buy box.