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Amazon Gives A Boost To Merchants Who Fulfill Their Own Orders While

Ever since the inception of the Prime membership program, Amazon has given preference to items shipped using its own fulfillment system. But its warehouses and logistics systems continue to strain under the heightened demand for online shopping, resulting in significantly delayed shipments for most non-essential items.

Up until Friday last week, Amazon was still giving “Buy Box” preference to offers that were fulfilled by Amazon’s own logistics network, even if the shipping time was considerably longer (delays were reported of up to a month) and the price was more expensive. In a welcome change, and for the first time known to most in the industry, Amazon’s Buy Box algorithm appears to now give preference to offers from merchants who expect to be able to fulfill the order faster.