Recently, Amazon informed a supplement brand that it needed to lower its price or get its buy box placement removed. The original price was $49.99, but Amazon told the brand that it believed its most competitive price was $29.99.
This type of warning isn’t anomalous. Amazon constantly tracks how brands price their products and often changes the top buying choice if its detects what it thinks is an item that’s marked up. But in this case, said Daniel Lee, chief operating officer at the agency Proventus, what caused the loss of the buy box was perplexing.
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