After months of dealing with this issue myself, I honestly feel many sellers are wasting huge amounts of time going back and forth with normal Seller Support cases.

I have:

* Opened countless Seller Support and Escalation cases

* Provided screenshots, calculations, and UK market comparisons

* Contacted managingdirector@amazon.co.uk

* Even escalated to executive escalation teams

…and despite all of this, I continue receiving largely the same generic responses stating:

* the pricing benchmarks are “validated”

* Amazon is correct

* and essentially the issue is not being reviewed any further

Meanwhile:

* Pricing Health shows the ASINs as not eligible

* Amazon emails say the offers are not eligible

* Seller Central shows pricing suppression warnings

* Yet Escalation Teams still claim the ASINs are “qualified”

The biggest issue for me is not even the Buy Box itself anymore — it is the completely unrealistic “competitive prices” Amazon is trying to enforce.

In my case:

* The suggested competitive prices are below or almost identical to Amazon’s own fulfilment fees

* Amazon’s own Revenue Calculator shows selling at those prices creates an instant loss

* I have spent hours searching the UK market and cannot find reputable UK retailers selling comparable products anywhere near those prices

I strongly suspect Amazon’s systems may be scraping ultra-low-cost international marketplace pricing (Temu, Shein, AliExpress, Amazon Haul etc.) and incorrectly comparing them against UK Prime/FBA offers.

At this point, I personally believe normal Seller Support routes are largely ineffective for this type of issue.

Something else sellers should be aware of is that whichever executive email address you contact managingdirector@amazon.co.uk, jeff@amazon.com, Andy Jassy etc.), the complaints still appear to ultimately get grouped into the same escalation workflow and handled by the same Escalation Team responses.

My main concern now is whether the way the comparator pricing is being applied is actually fair, proportionate, transparent, and genuinely representative of the real UK market.

My recommendation to other sellers dealing with the same situation:

* Document absolutely everything

* Keep all case IDs

* Keep screenshots from Pricing Health and Seller Central

* Use Amazon’s own Revenue Calculator as evidence

* Show the direct link between the “competitive price” and Buy Box removal

* Send formal written complaints physically by post, not just email

When sending physical letters, include your:

* Case IDs

* ASINs

* Merchant token

This allows whoever eventually reviews the complaint internally to directly reference the support history and all screenshots/evidence already attached to those escalation cases, rather than having to include huge amounts of paperwork in the letter itself.

The address I have now formally written to is:

John Boumphrey

VP & UK Country Manager

Amazon UK Services Ltd.

1 Principal Place

Worship Street

London

EC2A 2FA

United Kingdom

The more sellers that formally document and raise these issues properly, the better. Hopefully if enough genuine complaints reach the appropriate level internally, the issue may finally be properly investigated by the right people.

At the moment, emails alone do not seem to be achieving much, and I genuinely feel this issue is affecting more sellers than Amazon currently realises.

I appreciate Amazon is a huge organisation and I am sure many support agents are simply following process, but I genuinely feel the true nature of this issue is not being properly understood within the context of the UK marketplace.

If other sellers are experiencing the same issue, I would strongly encourage documenting it properly and making formal written complaints rather than relying solely on repeated Seller Support cases.

Here is an interesting thread from @Seller_kSZCywEhJQQ8J

Japan regulator is asking sellers about Amazon “competitive price” and Buy Box access

https://sellercentral.amazon.co.uk/seller-forums/discussions/t/118889fc-4d50-46ed-9834-e674520a9f53