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.
The Buy Box winner for a product is selected from the pool of eligible sellers offering that product based on, among other things, price and availability. Amazon will present the winning seller's "New" offering as the first choice for buyers using the "Add to Shopping Cart" box on product detail pages. For many sellers, this placement may lead to increased product sales.
After the Buy Box winner is selected, up to three Featured Merchant offers are displayed in the More Buying Choices box on the product detail page. The remaining seller offers (Featured Merchants and the remaining sellers) are available to customers who click the "new & used" link (or "new" link) at the bottom of the More Buying Choices box to go to the offer listing page.