Even though Fishman is the owner of the VitaCup brand, he said he lost the buy box to a reseller of his coffee products. That meant it was indexed by Amazon's pricing algorithms, Fishman said, causing him to lose the buy box. Angus Mordant | Bloomberg | Getty ImagesWinning the buy box is paramount to a seller's success on Amazon. Nearly 98% of sales made on Amazon go through the buy box button, the FTC alleged in its suit. "The only way to get back the Amazon buy box is to lower our price on Amazon," Arnold said.

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Persons: Tom Williams, Brandon Fishman, Fishman, I've, David Zapolsky, Amazon's, Target, Angus Mordant, Mason Arnold's, Arnold, Sunwink, we're Organizations: Washington , D.C, Cq, Inc, Target, Amazon, Walmart, Federal Trade Commission, JPMorgan, Bloomberg, Getty, FTC Locations: Washington ,, Harriman , New York