The "Buy Box" is the box on a product detail page where customers start the purchase process by adding items to their shopping carts.
A key feature of the Amazon platform is that the same product can be sold by multiple sellers. If several sellers offer the same product in "New" condition, they may compete for the Buy Box for that product.
Sellers must qualify for Featured Merchant status in order to compete for Buy Box placement. Featured Merchant status is tied to specific seller performance criteria that determine the sellers who have consistently provided customers with a great buying experience on the Amazon.com site.
Note: Offers in the Books and Video categories are not eligible for Featured Merchant status and will not appear in the Buy Box on the product detail page. In the Music and DVD categories, only Fulfillment by Amazon (FBA) offers are eligible to compete for Buy Box placement.
Product Placement
When you place your products in the Amazon.com catalog, anyone browsing Amazon.com can find them and buy them. After customers find what they want, they can put the product into the shopping cart (and ultimately purchase the product) using one of three methods:
By using the Add to Shopping Cart button (in the "Ready to Buy" box, or the "Buy Box").
By browsing seller offerings in the More Buying Choices box and then clicking the Add to Cart button next to the seller from which the customer wants to purchase the product.
By clicking the "used & new" link, browsing all offering for the item, and then clicking the Add to Cart button next to the seller from which the customer wants to purchase the product.
Note: If there are no used listings, the link will say "# new.