The 2nd Buy Box: What Amazon’s new feature means for brands

Jérôme de Guigné
3 min readFeb 28, 2023

- Written by Jérôme de Guigné

Have you benefited from the 2nd Buy Box yet?

This new feature from Amazon finally allows more than one seller to dominate when consumers are shopping on Amazon. It gives more sellers a chance of being chosen, even with higher prices or slower delivery.