When you’re on an Amazon product page, you’ll usually see two big buttons on the right-hand side: “Add to Basket” and “Buy Now”. That section is called the Buy Box.
But here’s the thing – there’s often more than one seller offering the same item. Amazon may stock it directly, but other third-party sellers can list identical products too. The Buy Box only ever shows one offer at a time, and the seller that wins that space is the one most customers end up buying from.
It’s estimated that more than 80% of Amazon sales go through the Buy Box.
Why does it matter who wins the Buy Box?
Because most people don’t scroll. They don’t compare. They just click.
When only one seller appears by default – and that seller may not always be the cheapest – shoppers can unknowingly spend more than they need to. This isn’t about occasional price differences either.
A recent expert review estimated that UK consumers have been overcharged by more than £1 billion as a result of how the Buy Box operates.
What’s the issue with Amazon’s Buy Box?
The legal claim argues that Amazon has abused its position by prioritising its own offers or promoting sellers who meet its commercial preferences – rather than always showing the best deal for the customer.
This would mean:
- Cheaper products may have been buried further down the page
- Independent sellers may have struggled to compete fairly
- Customers may have unknowingly paid more, simply by trusting the system
Amazon strongly denies wrongdoing, but the claim has been given the go-ahead to proceed in the UK.
What does this mean for you?
If you shopped on Amazon.co.uk between 1 October 2015 and 7 June 2023, you might be included in this legal claim. That includes up to 51.8 million people across the UK.
You don’t need to have bought anything expensive – everyday purchases count too. The claim is opt-out, which means you’re automatically included unless you choose not to be. But by registering your interest, you can stay informed and make sure you don’t miss out if compensation is awarded.
How to check if you’re eligible
It only takes a minute to check. If the claim succeeds, you could receive compensation for any overpayments made during the qualifying period.
