The Buy Box is the Add to Basket panel on a product page. When several sellers offer the same product, Amazon chooses one of them to receive the sale each time the button is pressed. The overwhelming majority of Amazon purchases go through it, because almost nobody scrolls to the other-sellers list.

Amazon awards it on a blend of price, availability, delivery speed and seller performance. That has an uncomfortable implication: a brand can lose the Buy Box on its own product to a reseller with a lower price, and with it lose control of pricing, customer experience and even advertising, since your ads only run while you hold the Buy Box.

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A trademark plus a form, and suddenly you have tools most sellers never see.

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A unique code on every unit, checked at the warehouse door before the fake can ship.

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Where do grey-market sellers get your stock?

They are not counterfeiters. They bought it from someone, and that is exactly the problem.

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