Hi Amazon Forum Team,

As requested by @Danny_Amazon, I’m creating this new thread to consolidate the details of my issue for proper visibility and review.

I’m the brand owner and sole seller of two private-label ASINs that are currently facing Buy Box suppression under the reason:

“Competitive External Price” — which, after thorough investigation, appears to be a misfire based on Amazon’s own past Lightning Deals.

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🧾 My Listings:

✅ ASIN 1: B07GGZWRK6 – Gear Doctors Self-Inflating Sleeping Pad

• Amazon Sale Price: $34.99

• Shopify Price: $50 (List) / $42 (Sale)

• Suppressed External Price: Originally $27.99

→ Now dropped to $26.59 after another internal Lightning Deal

✅ ASIN 2: B09YV2JG3L – Gear Doctors Artemis 3D Pad

• Amazon Sale Price: $101

• Shopify Price: $109

• Suppressed External Price: Originally $86.39

→ Now dropped to $76.79 after a recent Lightning Deal

⸻

🔍 What’s Happening:

• The Buy Box suppression is referencing expired internal promotional prices I ran through Amazon Lightning Deals, now being misclassified as external competitor pricing.

• I’ve verified that no other seller exists, and no external websites list my product at or below these suppressed prices.

• These prices appear to be “locked in” by the system after deals ended — creating a false external benchmark.

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📉 Impact on My Business:

• My products have completely lost Buy Box visibility, even though I meet all eligibility criteria and have top-tier content and customer service.

• Sales have collapsed. Ranking has dropped significantly.

• I have large quantities of inventory already in FBA, and I’m incurring substantial storage fees daily.

• My only options now are:

1. Sell at a loss to win back the Buy Box

2. Shut down operations and absorb the financial hit

3. Keep escalating and hoping to reach a team that can correct this

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🛠 What I’ve Done So Far:

• Multiple cases raised with support and Brand Registry

• All support replies have been templated or closed without addressing the core issue

Closed Case IDs (by my team):

• 17504163061

• 17500840831

• 17497060061

Pending Case (still awaiting Amazon response):

• 17497246651

Primary Case ID (previously discussed with Danny):

• 17474131721

I also reached out on LinkedIn and was kindly referred by Sophia Irene D’Cruz to the CMT 3P Audit Core Team, who are now reviewing my email.

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🙏 What I’m Asking:

• Please escalate this issue to the Pricing or Catalog teams for manual review and reset of the Competitive External Price data.

• Please confirm whether Amazon’s internal Lightning Deal prices are supposed to trigger long-term external price suppression — and if not, how it can be reversed.

• Any guidance on how to prevent this issue in the future would also be deeply appreciated.

Thank you again, @Danny_Amazon, for your attention and for encouraging me to re-post this properly. Your support means a lot during what has become a critical situation for my brand.

Original Thread

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

Warm regards,

Mike

Founder – Gear Doctors