Hi all,
I’m hoping a moderator can step in here as I’m not getting anywhere through Seller Support.
Since mid-February, I’ve had an ongoing issue where TWO asin's are repeatedly flagged for “competitive pricing,” reinstated after review, and then flagged again within days. This cycle has now happened multiple times with no permanent resolution.
The main issue seems to be that Seller Support and the internal team are not grasping the core problem. For example:
* I sell an item at **£2.99**
* Amazon is suggesting a competitive price of **£1.62**
* My FBA fulfilment fee alone is around **£1.75 (excluding VAT)**
That means I would be making an **instant loss on every sale**, before even factoring in the product cost itself.
Despite this being clearly explained multiple times, I keep receiving the same response stating that the price is based on a “recently observed price at another reputable retailer.”
This is simply not true within the UK marketplace.
I have also provided proof, including links to reputable UK retailers selling similar products at significantly higher prices, as well as examples of other sellers on Amazon UK selling comparable products at much higher prices. This evidence does not seem to be taken into account.
The products in question cannot be purchased anywhere in the UK at or near the price being suggested. The only places you might see pricing remotely close would be platforms like Temu or Shein, which are not comparable to UK-based FBA offers in terms of fulfilment, VAT, or customer experience.
It’s also important to highlight that nearly all UK retailers charge separate shipping fees, whereas my FBA listings include **free shipping**, meaning the comparison is not like-for-like in terms of total cost to the customer.
I am also aware from reading these forums that many other sellers are experiencing the same issue and receiving similar responses, which suggests this may be a wider system problem rather than an isolated case.
At this point, I feel as though the issue is not being properly investigated and that I am receiving repeated generic responses rather than a meaningful review of the evidence provided.
I also question how this aligns with Amazon’s Fair Pricing Policy. It does not seem reasonable or commercially viable to expect sellers to match pricing that results in a guaranteed loss. If this pricing is genuinely considered “competitive,” then it raises the question of whether products like this can realistically be sold on Amazon at all under FBA, as the cost structure simply does not support it.
It is also worth noting that it is almost impossible to find any FBA product on Amazon UK selling at prices as low as those being suggested. If this were genuinely the market standard, then the Amazon Prime model itself would not be sustainable, as sellers would consistently be operating at a loss.
For reference:
* **ASIN 1 latest case ID:** 12350422242
* **ASIN 2 latest case ID:** 12366620712
This is now becoming a serious financial issue for me:
* I was previously selling **50+ units per day per ASIN**, now sales are effectively zero
* I have over **700 units in FBA for one ASIN** and **400+ for another**
* I cannot sell at the suggested price without making a loss
* If I create a removal order, I also incur a loss
* I am now also incurring ongoing storage fees
This situation is not sustainable and is having a significant impact on my business.
At this point, it feels like a system-level issue with how external pricing is being sourced or applied, rather than anything seller-side.
Given that this has already been reviewed multiple times by Seller Support and internal teams without resolution, I would appreciate if a moderator could escalate this to a more senior or specialised team for a proper investigation.
@Seller_DNQGSsdC7DccM @Seller_XUNeUuvrQDpgP @Seller_j9Bd91CW3ZVpr @Seller_fgtTzyHQfOM1x @Seller_mIRnuhdx7l5sN @Seller_Huz6FT08OxHAR @Seller_hnDMgUKxMh1V4 @Seller_lmwzklfLOK2Ob @Seller_lmwzklfLOK2Ob @Seller_l7Jtck9jxnEA0 Or any other moderator seeing this.
Thanks
