There are many ways that stores can qualify for variant covers which are set by the publisher. The most common way, which the majority of publisher do, is use variant covers as incentives to order more copies of an issue. In order to become eligible for a particular variant cover, a retailer would need to order 5, 10, 25, 50 or even 1000 copies.

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DV3 Incentive

Darth Vader #3 Vol. 1 - Incentive Salvador Larroca Variant Cover
excluding shipping

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