Lost Buy Box (Featured Offer) UK over 4 months!
Hello,
My ASIN lost buy box since February 2026 because of the very low competitive price outside Amazon.
We own the brand and only sell on Amazon.
The competitive price is only £2.57, but the FBA fullfillment fee is £2.7!!! This means, if we accept the low price, then we will give money to Amazon for evey singe order!!!!
How this comes?
We provide all evidence to complain again and again in different case. However, the buying box lost repeatedly.
@Spencer_Amazon @Ezra_Amazon @JiAlex_Amazon @Ezra_Amazon Please Help Me ！！！！！
Please help me to solve this problem!!!!!! Urgent!!!!
Lost Buy Box (Featured Offer) UK over 4 months!
Hello,
My ASIN lost buy box since February 2026 because of the very low competitive price outside Amazon.
We own the brand and only sell on Amazon.
The competitive price is only £2.57, but the FBA fullfillment fee is £2.7!!! This means, if we accept the low price, then we will give money to Amazon for evey singe order!!!!
How this comes?
We provide all evidence to complain again and again in different case. However, the buying box lost repeatedly.
@Spencer_Amazon @Ezra_Amazon @JiAlex_Amazon @Ezra_Amazon Please Help Me ！！！！！
Please help me to solve this problem!!!!!! Urgent!!!!
6 replies
TaylorR_Amazon
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.
We own the brand and only sell on Amazon.
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:
- 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.
- Review the Pricing Opportunities tab, which shows your offers not eligible to be the Featured Offer and any reference prices being used.
- 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.
- 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.
Seller_xU4h6ZbAduf0O
Methinks you have missed the point and lost the plot along the way with the corporate response.
The OP has stated that Amazons fulfilment fees are higher than the price that they expect them to sell at, thus making an instant loss.
It does not take a mathematician to work out that that is not good business, nor logic being used by the very artificial intelligence that Amazon stands behind and swears by.
£2.57 sale price. minus £2.70 fulfilment fees = 13p instant loss, PLUS cost price of the goods, plus shipping costs to Amazon.
What Amazon fails to comprehend, is the bots are probably scraping at manufacturer/distributor price points and using them as retail price.
Or the old trick of sell at a low price and make your money on the high postage cost, which Amazon obviously does not take into consideration.
You can advertise an item for a penny but charge £20 postage, but Amazon only sees the penny as the reference.
TaylorR_Amazon
@Seller_xU4h6ZbAduf0O, Amazon does take shipping charges into account.
Seller_xU4h6ZbAduf0O
So you are saying that Amazon deliberately expects/demands the seller to make a loss as it is very aware that the fulfilment fees are more than the sale price.
Amazon thinks it is reasonable for it's sellers to sell at a loss just so Amazon can make money but not the seller?
If Amazon took shipping charges into account, how is it that Amazon's shipping credit has not changed in over 8 years and is still at something like £2.75 when all couriers are increasing their prices annually and currently Royal Mail standard parcel prices to the public are over £5.
Amazon's international shipping credit is even worse and unrealistic.
Please show the forum where you can purchase shipping at any level at the same price as Amazon's shipping credit so we can switch to this courier.
It certainly will not be Amazon logistics !!
Kai_Amazon
Hi @Seller_xU4h6ZbAduf0O,
Thank you for reaching out to us. I understand your frustration and I want to address a few points:
If the reference price being used appears inaccurate, sellers can request a review by opening a case with Seller Support and providing evidence such as:
- Screenshots showing the external listing includes high shipping costs
- Evidence that the external price is a wholesale/trade price, not a retail price
- Evidence of brand ownership and exclusive distribution
If you have already opened a case and it was not resolved, please share the Case ID here so we can follow up.
Best,
Kai
Seller_Rbp9Tpq1iZpFl
Hello, our ASIN lost buy box price (featured price). Can you please reactivate the buy box offer? Thanks.
ASIN: B0H2YRCZ2G
DE marketplace
@Spencer_Amazon
