When in the course of buying books made from tumblr blogs, or DVD box sets, or 12 packs of Pop Tarts on Amazon, while marveling at their ability to provide two day free shipping (how do they do it?), you probably don’t pay much attention those other prices listed below the main one, the “More Buying Choices.” After all, who would pay an extra $8.28 just to order the second season of Breaking Bad from a place called Brandon’s House of Fun? However, a whole cottage industry has sprung up around getting third-party sellers into the “More Buying Choices” box, or “Buy Box” as Amazon calls it. Increasingly, the answer seems to be algorithms.
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