Not future sales, the choice, right now, that the buyer makes. I suspect it is most effective when you have a "product" which several sources in China make und

Not future sales, the choice, right now, that the buyer makes. I suspect it is most effective when you have a "product" which several sources in China make under what ever trade name you want. (There seems to be lots of electronic test equipment like that) And your typical FBA business. Advertise you gear when the right keywords come up and get a click ahead of the guy selling it at the cheapest price. If all the products look the same and Vendor B advertises to put it at the front and pays a service for a few hundred 5 star reviews, I would not be surprised if it added 10 to 15% to the net margin on sales.