Price Suppression
Amazon removing the Buy Box because it judges your price uncompetitive against other retailers.
Why it matters
When Amazon detects your product priced lower elsewhere, your own DTC site included, it can suppress the Featured Offer. The listing stays live but the Add to Cart button disappears, and sales fall off a cliff without any obvious cause on Amazon itself.
In practice
This is why off-Amazon promotions need coordinating with your Amazon channel. A sitewide 30% discount on your own store can suppress your Amazon Buy Box for the length of the sale. Amazon's reference pricing looks at other major retailers too, not just your own site.
Related terms
Want someone who speaks this language running your Amazon channel?
We buy your products at wholesale and handle listings, PPC and reseller removal. Tell us about your brand and we will come back within one business day.
Takes about a minute · No cost · We reply within one business day