How to tell you lost the Buy Box
A lost Buy Box often only shows up in falling sales, days after it happened. You can see it earlier in three places:
- Business Reports in Seller Central: the Featured Offer percentage shows the share of page views where your offer was the featured one. If it drops on a product only you sell, either someone else is selling on it or Amazon is not featuring any offer at times.
- Manage All Inventory: Amazon's “Price and shipping costs” column shows whether your offer is currently the Featured Offer.
- The product page: if another seller appears under the buy button, or only “See options”, you do not have the Buy Box.
Amazon: the Featured Offer explained
Why it happened: five cases and the first step
Not every loss is about another seller. Amazon names the total price including shipping, fast and reliable delivery, a good ordering experience and available stock as factors for the Featured Offer. Work out which case you are in before you act:
Since July 2026, Amazon has also been removing separate seller eligibility requirements for the Featured Offer, rolling out across all stores by the end of 2026. Offers still compete on price, delivery and seller performance. How Amazon awards the Buy Box is covered in our Buy Box guide.
| Case | How you spot it | First step |
|---|---|---|
| Another seller holds the Buy Box | Another seller appears under the buy button, often with a lower total price | Check who it is and what they sell (next section) |
| Suppressed: nobody holds it | Only “See options” instead of the buy buttons | Check your price. Amazon says a price that is too high or too low can be the cause. |
| Out of stock | Your offer cannot be delivered | Restock. Amazon says an offer cannot be featured while it is out of stock. |
| Weaker delivery | Slower delivery or higher shipping costs than the competing offer | Review your shipping options and delivery promise |
| Weaker account metrics | Account Health misses Amazon's targets | Improve the metrics; performance still feeds into the selection. Amazon's targets: order defect rate below 1%, pre-fulfillment cancel rate below 2.5%, late shipment rate below 4% |
Amazon: Featured OfferAmazon announcement on eligibility requirementsAmazon: seller account targets
Guide: how to win the Buy Box back
What is an Amazon hijacker?
On Amazon, all sellers of a product share one product detail page. Anyone offering the same product attaches their offer to the existing ASIN, and that is by design. Sellers call it hijacking when another seller joins your listing without selling your product, or uses your brand without being entitled to. Whether they are entitled is a legal question for the partner law firm.
Whether a reseller of genuine goods can be stopped depends on where the goods were first sold. In the EU, trademark rights are exhausted for goods put on the market in the EU or EEA by you or with your consent, unless there are legitimate reasons, in particular when the goods have been changed or impaired (Section 24 German Trademark Act). The UK treats goods put on the UK or EEA market by you or with your consent as exhausted. In the US, reselling genuine goods under the original brand is generally allowed as long as buyers are not deceived, and imports of materially different gray-market goods can be restricted (19 CFR 133.23).
| Case | What happens | Typical route |
|---|---|---|
| Counterfeit | Goods carrying your brand that do not come from you | Test buy, report to Amazon, trademark assessment by the law firm |
| Different product | Another or an altered product under your ASIN | Test buy, report to Amazon. Whether trademark or unfair competition law applies is for the law firm to assess. |
| Genuine goods from other channels | Original goods, for example from a reseller who bought cheaply | Often lawful to resell. Exceptions, such as altered goods or goods first sold outside the relevant market, are for the law firm to assess. |
Section 24 German Trademark Act (German)UK: exhaustion of IP rights19 CFR 133.23Prestonettes v. Coty (US Supreme Court)
How to spot a hijacker and collect evidence
Which evidence a specific case needs is for the partner law firm to decide. These basics help in every case:
- Open the offer listing: note every seller on the ASIN with name, seller ID, price and fulfillment method
- Take dated screenshots of the product page and the seller profile
- Make a test buy and keep the order ID: it shows what the seller actually ships and whether the product or packaging uses your trademark.
- Compare the goods with your original: packaging, label, batch or serial number, material and contents
- Write down the differences, with photos of both products side by side
How to remove a hijacker through Amazon 2
Which route fits depends on the case and on whether your brand is enrolled in Amazon Brand Registry. Brand Registry requires an active registered trademark or a pending trademark application.
- With Brand Registry: use Report a Violation to report counterfeits and infringements to Amazon. The tool is only available to enrolled brands.
- Without Brand Registry: owners of intellectual property rights can use Amazon's Report Infringement form.
- Transparency: every unit of your product gets a unique code, and Amazon stops units without a valid code. Requirements include a registered trademark in Brand Registry and a GTIN.
- Project Zero: lets you remove counterfeit listings yourself. Requirements include having used Report a Violation in the last six months with at least 90% of those reports accepted.
Amazon Brand RegistryTransparencyProject Zero
Legal action and the risk of false reports
If a report is not enough, or it concerns more than one offer, legal action may be an option. Whether there is a claim, for example for trademark infringement, and whether a cease-and-desist letter or court action makes sense is assessed case by case by a partner law firm.
Be careful with reports based on suspicion. In Germany, an unjustified warning based on a trademark right can give rise to damages claims (Federal Court of Justice, Grand Panel for Civil Matters, 15 July 2005, GSZ 1/04), and spreading unprovable, damaging claims about a competitor or deliberately obstructing them can be unfair competition (Section 4 Nos. 2 and 4 UWG). Before you report a seller of genuine goods, have the case checked.
Who can help you win the Buy Box back?
Most causes in price, shipping or stock you can fix yourself once you know them. For everything else, Refix is your point of contact: Refix spots losses daily, finds the cause and escalates with Amazon, for example when the Buy Box is suppressed because of price. For counterfeits or unauthorized sellers, you engage a partner law firm through Refix to assess legal steps. Recovery by Refix is billed on a success basis where possible.
How Refix helps
With Refix, you no longer have to check every day yourself. Refix checks the Buy Box winner for each product against your seller ID daily and shows where you lost the Buy Box or where it is suppressed, with the estimated revenue potential for each case. One click on “Win back” hands the affected products to the Refix team. Refix finds the cause and helps with price suppression, for example by escalating with Amazon. If another seller may be holding your Buy Box unlawfully, you can engage one of our partner law firms to assess whether legal action is possible.
Detection comes at no extra charge. Refix bills its recovery work on a success basis where possible: if it does not succeed, you then pay Refix nothing. Any partner law firm's fees are agreed directly with the firm.