I recently listed a new product and initially set a random price during the listing creation process. When I later updated the price to the actual value, which is $20 higher than the randon price, the Buy Box became suppressed.
I have contacted support multiple times, but they keep suggesting a listing price that would result in a loss for me.
I think that this is a “computer says no” situation. I don’t think there is much you can do. I’m sure you will eventually get the buy box but I don’t know how long.
The only immediate way is to lower your price. The Buy Box gets suppressed when the product price on Amazon exceeds the prices on websites outside of Amazon.
Buy Box suppression often happens when Amazon’s algorithm detects that your current price is significantly higher than recent pricing history or market expectations, especially if you initially listed the product at a much lower price. To try and restore the Buy Box without lowering your price to a loss-making level, first update your “Lowest Price” and “Competitive Price Threshold” fields via the Manage Pricing tab or Inventory file upload to reflect your true intended price. You can also go to the “Automate Pricing” tool and set a minimum price threshold to anchor your value. Make sure your offer is Prime-eligible (FBA), has strong seller metrics, and includes fast shipping and good content. Sometimes adding a small coupon (like 5%) can bring the Buy Box back without permanently lowering the base price. If none of that works, continue to monitor it over a few days, once Amazon collects new pricing data, the suppression may lift automatically.
You should check the Buybox before listing.
But now there will be only the way to lower price or wait.
I’ve dealt with this issue before. When you raise your price significantly, Amazon may suppress the Buy Box to protect customers from sudden price jumps. You can try gradually increasing the price over a few days instead of all at once. Also, make sure your seller metrics like shipping time, order defect rate, etc are strong. If you’d like, I can take a quick look and share what worked for me, just let me know.
Buy Box suppression can be frustrating, especially when Amazon suggests a price that would result in a loss. The issue likely stems from Amazon’s pricing algorithm, which considers historical pricing, competitor prices, and external market trends. Since you initially listed the product at a lower random price, the sudden $20 increase may have triggered the suppression. To resolve this without lowering your price, try making gradual price adjustments over a few days instead of a sudden jump. Additionally, review competitor pricing to ensure your price is competitive and aligns with market expectations. Enhancing your listing with A+ Content, high-quality images, and a compelling product description can also help justify the higher price. Offering a temporary coupon or promotion might boost conversions and signal to Amazon that customers are willing to buy at the new price. Strong seller metrics, including fast shipping and positive customer feedback, also play a role in Buy Box eligibility. If Amazon support continues pushing for a lower price, request specific data on what triggered the suppression and explore whether external pricing checks are influencing it. Persistence and strategic adjustments should help regain the Buy Box over time.