The Amazon industry is a cutthroat business with so many sellers vying for the Unicorn of Amazon, AKA, the Buy Box. The Buy Box (or Featured Offer) is on each product page and easily identifiable as the yellow button used to purchase items on Amazon.  When a customer clicks "Add to Cart" the winning seller becomes the ultimate winner of that product sale.  If there are 10 sellers selling one product, the highest ranking seller (according to Amazon's algorithm) will win the Buy Box. No one really knows how to be the winner of the Buy Box for certain, however, there are a lot of things that a seller can do in order to win this status.