Standing inside the Buffalo Bills’ indoor practice facility ahead of the team’s wild-card matchup against the Jacksonville Jaguars, veteran wide receiver Brandin Cooks was asked whether the offense still has another level it hasn’t yet reached — especially with the postseason underway.

“Absolutely,” Cooks said with a grin, declining to elaborate further. “That’s it. You’re not gonna get me.”

Against Jacksonville, the Bills found that extra gear when it mattered most. The offense delivered back-to-back fourth-quarter touchdown drives to close out the win, aided by a timely interception from Cole Bishop. Quarterback Josh Allenonce again carried the unit, overcoming a season-worst rushing output (79 yards) and a wide receiver group that, despite flashes, has struggled with consistency throughout the year.

Cooks played a pivotal role in the victory, hauling in a 36-yard pass from Allen that set up the go-ahead score.

The win, however, came at a cost. Buffalo’s already thin receiving corps suffered another wave of injuries. Joshua Palmer had been placed on injured reserve before the game, while Gabe Davis and Tyrell Shavers both tore their ACLs during the matchup in Jacksonville.

Winning without a true No. 1 receiver

Despite the mounting injuries, the Bills have shown they can win without a clear-cut top wide receiver. With Allen under center, Buffalo has leaned heavily on its tight ends and running backs — a formula that has worked, but raises questions about whether it’s enough to carry the team all the way to Super Bowl LX.

In 2024, the Bills set franchise records for points and touchdowns, only to fall short in the AFC Championship Game. This season, tight end Dalton Kincaid and slot receiver Khalil Shakir have emerged as the most reliable targets. Shakir, Allen’s primary safety valve, led the team in both targets and receptions over the past two seasons, though his production still ranked modestly league-wide.

Since trading Stefon Diggs to the Houston Texans in March 2024, the outside receiver position has remained a lingering question. Draft picks and free-agent additions have either failed to break through or been derailed by injuries, increasing the burden on Allen and a running game led by league rushing leader James Cook III.

Now, with three of the six receivers who were active less than a week ago unavailable, Allen’s postseason brilliance will be tested again — this time against one of the NFL’s top defenses when Buffalo visits the Denver Broncos in the divisional round on Saturday (4:30 p.m. ET, CBS).

Keon Coleman’s pivotal moment

When Buffalo moved on from Diggs, the front office invested heavily in rookie Keon Coleman, trading back twice to select him with the 33rd overall pick — the earliest the team has drafted a wide receiver under general manager Brandon Beane.

Coleman’s first two seasons, however, have been uneven. A wrist injury slowed his rookie campaign, and Beane openly expressed disappointment with how he finished the year. Though Coleman opened the 2025 season strong — catching eight passes for 112 yards and a touchdown in Week 1 — consistency never followed.

His situation worsened when he was benched as a healthy scratch for disciplinary reasons in Week 11 after arriving late to a team meeting. Since then, Coleman has been inactive for four games and hasn’t surpassed 50 receiving yards since the opener.

Coaches say the setback has led to growth.

“Adversity is good,” wide receivers coach Adam Henry said. “That’s where growth comes from.”

Coleman acknowledged the frustration but emphasized his readiness to contribute if given the opportunity — an opportunity that could come this weekend given Buffalo’s depleted depth chart.

A rotating cast and limited returns

Continuity at wide receiver has been elusive all season. The Bills used 10 different receiver combinations on game days, a reality head coach Sean McDermott admitted was far from ideal.

Free-agent investments haven’t delivered as hoped. Curtis Samuel, signed to a three-year deal in 2024, has played just 20 games over two seasons. Joshua Palmer, this year’s biggest addition, appeared in only 12 games before landing on IR.

Veteran Brandin Cooks, signed late in the season after his release from New Orleans, brings experience and leadership — but has also had his share of dropped passes, including in the postseason.

Still, McDermott values the stability Cooks provides, especially given his playoff experience alongside quarterbacks like Tom Brady and Drew Brees.

The tight ends and Allen’s burden

The tight end group remains central to Buffalo’s offensive identity. Kincaid’s presence alone significantly boosts production, with the Bills averaging more than seven additional points per game when he’s healthy. His availability, however, remains a concern due to recurring injuries.

Alongside Kincaid, Dawson Knox and rookie Jackson Hawes have filled key roles, particularly in the red zone and as blockers.

As the Bills lean more heavily on Allen, his trademark “Superman” style has come at a cost. His tendency to extend plays has contributed to a spike in sacks this season, yet he continues to prioritize availability, maintaining the longest active starting streak among NFL quarterbacks.

“I take a lot of pride in being out there for my teammates,” Allen said. “I’ve sacrificed a lot to stay on the field because I love this game.”

The road ahead

Buffalo’s playoff hopes once again rest on Allen’s ability to elevate those around him — but the margin for error is shrinking. Against a strong Broncos defense, the supporting cast will need to step up in ways it hasn’t consistently done all season.

“We trust that room completely,” Allen said. “Whoever’s out there has to be ready.”

The Bills have proven they can win without a dominant wide receiver. Whether that formula can carry them through the rest of the postseason remains the defining question of their Super Bowl pursuit.