How to Deal With Resellers, Undercutting, and Lost Buy Box Control
If you’re constantly coming up against resellers undercutting your prices or hijacking your Amazon listings, we understand your frustration. As many brands find themselves losing control of their buy box, their pricing, and ultimately their customer experience starts to have a negative impact. It doesn’t have to be that way. Here’s how we help brands take back control and protect their presence on Amazon.
Start Outside Amazon With Your Supply Chain
The first step to regaining control is to look beyond Amazon. When clients come to us with dozens of retailers competing on their listings, the first question we ask is about their supply chain. Its important to understand who is selling your product, and under what terms. If your wholesalers or retail partners are selling on Amazon without your approval or undercutting your RRP, that’s where the issue begins. Before reporting anything or reaching for enforcement tools, take a look at those bigger commercial relationships. A retailer might be disrupting your listings, but if they’re giving you strong volume through other channels, the decision isn’t always straightforward.
You’ll need to decide if those sales are worth the damage being caused on Amazon. In many cases, a few small changes to contracts or tighter distributor agreements can go a long way in preventing these issues from spiralling.
Protect Your Brand With Amazon Transparency
If your supply chain efforts fall short, the next step is to strengthen your brand protection directly on Amazon. Registering your brand is essential as it gives you access to enforcement tools and opens the door to advanced programmes like Amazon Transparency. Originally designed for FBA-only sellers, Transparency is now fully available to brand owners with registry access and applies to all fulfilment types.
The Transparency programme helps restrict unauthorised sellers by introducing a layer of control over your listings. It’s particularly effective for combating widespread reselling and unauthorised retail activity and if counterfeits are involved, this tool becomes even more valuable. We’ve seen clients in categories heavily affected by fake products benefit massively from this level of control.
Take Action Through Policy Violations
If you discover a reseller using your brand without your permission or if they are distributing fake versions of your products, you’ll be able to report them through Amazon’s policy violation system. However, in order to get these sellers removed from the platform, you’re gonna’ need more than just suspicion. The best approach is to buy the product yourself and provide clear evidence that it breaches your intellectual property. Document everything. Amazon will not take any action unless your claim is backed up with detail and some proof.
This step can also trigger Project Zero gating which is where Amazon begins restricting who can sell your brand. This is ultimate designed to stop repeat offenders and we’ve successfully supported many clients through this process and fully understand what Amazon’s looking for when building a case.
Final Thoughts
Managing resellers and controlling your buy box on Amazon isn’t easy, but it’s essential for protecting your brand. Start with your supply chain, then move to Amazon’s built-in protections and only escalate only when necessary. Resellers not only affect your pricing. They can also harm your reputation with poor content, bad imagery, and inconsistent branding. In 2025, brand control on Amazon is not optional and if you’re serious about growing your business, you need to own that customer experience from start to finish.
