We’ve been experiencing a very strange Buy Box issue that’s severely affecting our sales performance and stability.
This is not about one or two ASINs, it affects our entire inventory at the same time.
Here’s what happens:
The Buy Box rate is around 80–90%, and then suddenly drops to 0% across one or more marketplaces (for example, Germany and Belgium).
At the same time, the Buy Box appears again on other marketplaces (for example, Spain or the Netherlands).
After a few days, it switches again — the countries with Buy Box lose it, and others regain it.
It’s like the Buy Box is “rotating” between marketplaces in a cycle.
We already checked all normal factors: Lowest price on most listings Fast and on-time shipping No policy violations or negative feedback No FBA competitors
It doesn’t seem related to performance or price.
We reported this issue before, and it was eventually confirmed to be a system-level error — the Buy Box was restored after Amazon reviewed it.
But now, the exact same pattern is happening again.
This problem breaks our sales consistency and planning. We would really appreciate hearing from anyone who faced something similar or has insights into what’s happening behind the scenes.
Thanks in advance for any advice or experiences you can share
Thank you for your comment, Kika. I really appreciate your input.
To answer your question:
No, I am not the brand owner. I work as a dropshipping seller, and my catalog consists of multiple different brands. Because of this, I closely monitor Buy Box behaviour across all marketplaces, since stability is critical for maintaining predictable sales.
However, what we’re experiencing doesn’t seem like normal rotation at all:
The Buy Box disappears for the entire inventory at the same time in certain marketplaces (for example DE & BE).
At that exact moment, 100% of our Buy Box moves to other marketplaces (NL, ES, etc.).
A few days later, it reverses again — the marketplaces that had 0% suddenly go back to 80–90%, and the others drop to 0%.
This cycle keeps repeating every few days.
We also verified all the usual factors:
We have the lowest price on almost all listings We offer the fastest shipping No performance issues, no complaints, no policy violations No FBA competitors on these ASINs Other sellers we spoke to say they do not experience anything similar
For these reasons, I’m trying to understand how this can be considered “normal rotation,” because it affects every single ASIN simultaneously, rather than individual listings based on performance metrics.
May I ask:
On what basis do you believe this kind of full-inventory marketplace-to-marketplace rotation is normal?
Is there any official documentation or experience explaining this behavior?
Because from a sustainability perspective, this causes big instability — our sales spike in one marketplace and collapse in another, without any logical pattern.
Any clarification you can share would be truly valuable. Thank you again for taking the time to respond.
Lowest price on most listings
We have the lowest price on almost all listings