Hello @Seller_nsf9ycnnA7zdO, I would be happy to take a look at your ASIN. Have you spoken with Seller Support about this? If so, I will take your case ID.

Seller_nsf9ycnnA7zdO

We own the brand and only sell on Amazon.

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Amazon evaluates prices relative to other reputable retailers outside of the Amazon store. The Competitive External Price is the lowest price for an item, or items customers may consider equivalent, recently found at another reputable retailer. Amazon may also compare products with near-identical attributes (such as size, shape, design, material, specifications, and features), but with a different brand name.

If you have not opened a case yet, but you believe the reference price is in error, you can provide evidence of the product being sold elsewhere at a price that supports your current pricing. Keep in mind that lowering your price does not guarantee Featured Offer placement, but it is a key factor.

In the meantime:

1. Check your Pricing Health Dashboard. Go to Seller Central > Pricing > Pricing Health. This will show you reference prices (when available) and offers currently ineligible for the Featured Offer.
2. Review the Pricing Opportunities tab, which shows your offers not eligible to be the Featured Offer and any reference prices being used.
3. Consider Automate Pricing. You can set up a "Competitive External Price" rule with minimum price guardrails so you never go below your floor. This keeps you competitive without selling at a loss.
4. Focus on other Featured Offer factors. Pricing is important but not the only factor. Delivery speed, account health, and seller performance all play a role.