Among several sellers offering the same product, the one the marketplace connects to its add-to-cart button. Most of the sales on a shared listing go through it, so it is less a badge than the difference between selling and merely being listed. Price is the visible factor, but delivery time, stock reliability, cancellation rate, and seller rating all count, and the weighting belongs to the marketplace and changes. That is why it is rarely won on price alone, and why a floor price matters once a price contest starts. See the Amazon BuyBox guide.
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