Amazon runs an external price check on your offers. It compares your price plus shipping with what other retailers charge, and when it finds a lower price elsewhere, it lowers your competitive price. If you're above it, your offer can lose Featured Offer (Buy Box) eligibility, even though nothing on your listing changed. SentryKit tells you when it happens, by how much, and when you're back within it.
Amazon's competitive price moves both ways, and so can yours. Pick one to see the email it sends.
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Amazon keeps a competitive price for each product, based on the lowest prices it finds at other major retailers. Other Amazon sellers don't count. Amazon's developer documentation calls it the competitive price threshold. If your total price, your price plus shipping, is above it, your offer can become ineligible for the Featured Offer, also called the Buy Box. The listing stays live, but shoppers may have to click "See All Buying Options" to find your offer.
The number isn't fixed. Amazon can lower it during the day when it finds a cheaper price somewhere else, and raise it again when that price goes back up. Sellers also report that after a case gets it corrected, it can later drop back to the lower number. Checking Pricing Health once in the morning doesn't catch that.
Source: Amazon's developer documentation on pricing and Featured Offer eligibility help page.
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