LBB

The Buy Box is the prominent “Add to Cart” section on an Amazon product detail page - the primary path customers use to make a purchase. When a seller loses the Buy Box (LBB), their offer becomes secondary, even if the product is still in stock.

Common causes of LBB:

• Another seller offering a lower price (including shipping)
• Issues with account health or fulfillment performance
• Using FBM when a competitor is offering FBA or SFP
• Suppressed Buy Box (e.g., Amazon removes it if prices are too high vs. external sites)

Impact of LBB:

• Reduced visibility
• Fewer clicks and conversions
• Loss of ad impressions if your Sponsored Products are tied to the Buy Box
• Potential inventory buildup if the product isn’t winning traffic

How to monitor and recover:

• Use the Buy Box reports in Seller/Vendor Central
• Improve pricing, availability, fulfillment, and metrics
• Leverage Repricing tools or switch to FBA to regain competitiveness

💡 Example: A seller priced their product $2 above the next competitor and saw a drop in sales due to LBB for 3 days.

In short:
LBB (Lost Buy Box) means a seller or vendor has lost the Buy Box - leading to reduced visibility, lower sales, and the need to optimize price or performance to win it back.