What is the Buy Box and why should you care?

On Amazon, the retailer will highlight either itself or another merchant (a 3P seller) as the default seller of the product. The product that a customer ultimately adds to their cart is labelled as the "Buy Box winner". Losing the Buy Box means a product lost their first-party seller status to a 3P merchant. This then means that all of your investment in search and content is actually funding 3P sellers instead of your own brand. With the number of marketplace sellers increasing - Amazon now has 6+ million 3P sellers with 2,000 new ones being added daily - it's more crucial than ever to protect your brand, products and investments.