Dear Amazon Forum Team,

I am the brand owner and sole seller of the following two ASINs, both experiencing Buy Box suppression due to “Competitive External Price.” Upon investigation, this appears to be the result of Amazon’s own Lightning Deal prices being misclassified as external competitor prices.

Affected ASINs:

1. B07GGZWRK6 – Gear Doctors Self-Inflating Sleeping Pad

Current Amazon Price: $34.99

Website Price: $50 (List) / $42 (Sale)

Suppressed Price: $27.99 → $26.59 (after additional deal)

2. B09YV2JG3L – Gear Doctors Artemis 3D Pad

Current Amazon Price: $101

Website Price: $109

Suppressed Price: $86.39 → $76.79 (after additional deal).

There are no third-party sellers and no external retailers offering these products at or below the suppressed price points.

Summary of Issue:

- Past Lightning Deal prices are being used as external price references, resulting in long-term Buy Box suppression.

- This has led to a complete loss of Buy Box visibility and sales.

- Inventory is stored in FBA, incurring ongoing storage fees.

Actions Taken:

- Multiple support cases opened and closed without resolution:

Case IDs: 17504163061, 17500840831, 17497060061

- Pending Case: 17497246651

- Primary Case (discussed with @Danny_Amazon): 17474131721

Also referred to CMT 3P Audit Core Team via Sophia Irene D'Cruz

Request:

- Escalate to the appropriate internal Pricing or Catalog team for manual correction of the Competitive External Price flag.

- Confirm whether internal deal prices should be used as external reference points, and how to prevent this in future.

Original thread:

https://sellercentral.amazon.com/seller-forums/discussions/t/0337465a-84dc-454a-8aa0-35399d25cf81

Thank you for your support.

Sincerely,

Mike

Founder – Gear Doctors