This article seems to be much ado about nothing. Amazon's buy box algorithm is weighted towards sold or fulfilled by Amazon because Amazon's metrics show that A

This article seems to be much ado about nothing. Amazon's buy box algorithm is weighted towards sold or fulfilled by Amazon because Amazon's metrics show that Amazon's customers prefer sold or fulfilled by Amazon. Many Amazon customers prefer sold or fulfilled by Amazon even if the final price paid is higher than the best price. Sometimes the best deal is not the best price - one has to factor in the hassle of deciding whether a given 3rd party is worth dealing with. Lastly, I'm also not sure how many customers use Amazon in a way where this supposed hiding of the best prices would be detrimental to them. Speaking as a non-Prime customer of over 15 years, I have never once paid for shipping for an Amazon.com/FBA item. I tend to accumulate items that I'll order eventually in my cart's "Saved for later" and use them to pad out orders I want shipped now up to the free shipping threshold.