The Amazon Buy Box just got a lot more interesting
27 September 2026
by Benn Tumber – Senior Marketplace Manager
Amazon have quietly started adding a new provenance line to the Buy Box, with messaging such as “Sourced from X” and “X approved” appearing underneath the Brand field. The feature has been spotted on Amazon.com and Amazon.de, although Amazon has not publicly confirmed the rollout scope, criteria or whether this is a permanent change.
Those who have been around for a while may recall back in 2023 when Amazon stated they will be shifting to sourcing their 1P stock of certain products directly from brands as opposed to distributors. Amazon said the change was intended to help control its cost base and keep prices low for customers. The policy did not eliminate distributors completely. Amazon said it would continue working with distributors where they were the brand owner or had sole distribution rights, but it represented a clear shift towards direct brand relationships.
Three years on, Amazon look to be making some of that supply-chain relationship visible to customers. Amazon have not directly stated that this new feature carries any connections to this sourcing shift, however, the direction is interesting. Amazon have increasingly emphasised authenticity, brand protection and trusted supply chains, and provenance is now potentially becoming part of the customer-facing experience.
The potential impacts of this change are unknown, as well as the intended rollout.
Will the change place strain on distributor relationships?
Will this just be something accessible to strategic Amazon partner brands?
Only time will tell.