While price is a primary driver, Amazon also evaluates seller performance to decide who "wins" the Buy Box:
Amazon provides several internal tools via Seller Central to track your pricing status: buy box price on amazon
The (now officially known as the Featured Offer ) is the price shown in the "Add to Cart" or "Buy Now" section of a product listing. Winning the Buy Box is critical for sellers, as it accounts for the vast majority of sales on the platform. Key Components of Buy Box Pricing While price is a primary driver, Amazon also
: You can add a "Featured Offer Eligible" or "Buy Box Eligible" column to your inventory view to see if your items are currently competing for the top spot. : Sellers using Fulfillment by Amazon (FBA) typically
: Sellers using Fulfillment by Amazon (FBA) typically have a significant advantage because they automatically qualify for Prime shipping.