I believed the reviews myth for two and a half years. Seriously. I thought the seller with 150 reviews would always beat the seller with 10. That is just what everybody told me. Then my second mentor showed me something that changed everything. This guy started selling AFTER me and was doing $300,000 a month. He was dominating Buy Boxes on listings where I could not even get a rotation. I asked him what his secret was. He said: "Why do you think reviews matter?" I had no real answer. Just "that is what everybody told me." Here is what is actually happening. THE INVENTORY DISTRIBUTION THEORY Amazon's number one goal is getting the product to the customer as fast as possible. Price matters, sure. But delivery speed arguably matters MORE. Picture this. You and I both sell the same product at the same price. You send 10 units to FBA. I send 10 units to FBA. Your stock goes to a fulfillment center in Ontario. Mine goes to Alberta. A customer in Quebec orders. Your Ontario inventory is closer. You get the Buy Box. A customer in BC orders. My Alberta inventory is closer. I get the Buy Box. That is regional Buy Box allocation. And it is the real mechanism behind Buy Box rotation. WHY BIG SELLERS WIN The seller with 150 reviews is not scared to buy deep. They send 300 units. Amazon takes those 300 units and distributes them. 50 to Alberta. 30 to BC. 100 to Ontario. 120 to Quebec. That seller now has inventory close to EVERY customer in Canada. The seller with 10 reviews sends 10 units. Amazon looks at that and says it is not worth distributing 10 units across the country. They keep all 10 in one warehouse, probably Ontario. So the big seller wins Buy Box in Alberta, BC, Quebec, AND Ontario. The small seller only wins in Ontario. It LOOKS like reviews caused this. But it is inventory distribution. And here is the kicker. Aura's CEO Dylan Carter confirmed this exact theory. His words: "The hack, funny enough, is just get more units there physically first and foremost. If you are physically there, you can be a little bit more expensive. And that tradeoff makes sense for Amazon because they can get it to you next day."