Skip to main content
Card class: Sensitivity • Category: Buy-Box & Visibility

​
At a glance

The marketplace manager’s action queue. A per-ASIN table of where you are losing the Buy Box, showing buy-box win percentage, units lost, and estimated revenue at risk, ranked by impact. When you do not hold the Buy Box, your offer is buried below the “buy” button and almost nobody buys from you, so every percentage point of Buy Box loss on a high-revenue ASIN is direct lost sales. This card turns that loss into a prioritised worklist.
What it countsFor each ASIN where you are losing the Buy Box: the buy-box win percentage, the estimated units lost to other sellers, and the estimated revenue at risk, ranked by the size of the loss.
Buy Box basicsThe Buy Box is the default “Add to Basket” offer on a detail page. The large majority of Amazon sales go through it. Losing it sends your sales to whichever seller (or Amazon Retail) wins it.
Why you lose itA higher-priced offer than competitors, a worse fulfilment promise (FBM vs FBA, slower delivery), low seller-performance metrics, or being out of stock so a third-party seller wins by default.
Revenue-at-risk basisUnits you would likely have sold at your Buy Box win rate, valued at price. It is an estimate of the sales leaking to other sellers, not a settled figure.
Relationship to other cardsThe portfolio version is Buy-Box Win Rate (top-50 ASINs); the money total is Estimated Revenue Lost to Buy-Box Loss. This card is the per-ASIN drill-down.
ChartTable, ranked by revenue at risk.
UnitCurrency (revenue at risk), with supporting percentage and unit columns.
Time window30D.
Alert triggerNone on this card itself; the burst alert lives on Buy-Box Loss Burst.
Rolesowner, marketing, finance

​
Calculation

Calculated automatically from your Amazon Seller Central data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

​
Worked example

A UK consumer-electronics accessories brand on FBA with some FBM lines. Period: 01 Apr 26 to 30 Apr 26 (30D).
ASINProductBuy-Box win %Est. units lostEst. revenue at riskLikely cause
B0XXXX1USB-C hub58%410£8,200Undercut on price by 2 resellers
B0XXXX2Laptop stand71%180£3,960FBM offer, slower delivery promise
B0XXXX3Cable organiser64%240£2,160Intermittent stockouts handing default to others
B0XXXX4Wireless charger82%90£1,620Occasional price test above competitors
Top Buy-Box-Loss ASINs (this card)920£15,940
Total estimated revenue at risk  =  £15,940 across the top losses
Largest single loss              =  B0XXXX1 USB-C hub (£8,200, 51% of the total)
Win-rate range                   =  58% to 82%
Three things to notice:
  1. One ASIN is half the bleed. The USB-C hub at 58% win rate is £8,200 of the £15,940. Buy Box loss, like revenue, is usually concentrated. Fix the biggest loss first; it is worth more than all the smaller ones combined.
  2. Each loss has a different lever. The hub is a pricing problem (resellers undercutting), the laptop stand is a fulfilment problem (move it to FBA or improve the delivery promise), and the cable organiser is a stock problem (it loses the Buy Box every time it runs low). Read the cause column before acting, the fix for one will not fix the others.
  3. Cross-reference revenue rank. A Buy Box loss on a top-revenue ASIN is an emergency; the same loss on a long-tail ASIN can wait. Compare this list against Top ASINs by Revenue to set the true priority.
The action is a triage list: re-price or address the reseller competition on the hub, convert the laptop stand to FBA, tighten stock cover on the cable organiser, and stop the price tests on the wireless charger. Pair with Estimated Revenue Lost to Buy-Box Loss for the account-level total.

​
Sibling cards merchants should reference together

This is the drill-down. These give the summary, the trend, and the money:
CardWhy pair it with Top Buy-Box-Loss ASINs
Buy-Box Win Rate (top-50 ASINs)The portfolio summary. This card is the per-ASIN breakdown behind that average.
Estimated Revenue Lost to Buy-Box LossThe account-level money total of everything in this table.
Buy-Box Loss BurstThe real-time alert that a sudden Buy Box loss has just happened, your early warning to look at this list.
Buy-Box Trend (top revenue ASINs)Whether each ASIN’s Buy Box situation is improving or worsening over time.
Top ASINs by RevenueCross-reference: a loss on a top-revenue ASIN is the highest priority in this table.
ASINs with Third-Party OffersIdentifies which ASINs have competing sellers, the usual reason you lose the Buy Box.

​
Reconciling against Amazon Seller Central

Where to look in Seller Central: The closest Amazon-native view is:
Seller Central → Reports → Business Reports → Detail Page Sales and Traffic by Child Item, the Featured Offer (Buy Box) Percentage column per ASIN. Amazon now calls the Buy Box the “Featured Offer”. The percentage column there is the basis for this card’s win-rate figures.
Amazon does not provide a ready-made “revenue at risk” column. This card estimates that by combining your win percentage, your sales rate, and price, so it is an analytical layer on top of Amazon’s raw Featured Offer percentage. Timing and reporting-lag table:
TopicDetail
Win-rate basisBuilt on Amazon’s Featured Offer (Buy Box) percentage from Business Reports, which is session-weighted over the period.
Revenue-at-risk estimateAn analytical estimate, not an Amazon-reported figure. It models the units you likely would have sold had you held the Buy Box. Treat it as directional.
Reporting lagFeatured Offer percentage updates with Business Reports, so the prior day finalises after midnight local time and “today” is incomplete.
Stockout-driven lossWhen you are out of stock, your win percentage drops because a third-party seller wins by default; this shows here even though the cause is inventory, not price.
Why our number may legitimately differ from Seller Central:
ReasonDirectionWhy
Revenue at risk is modelledEstimate, not reportedAmazon gives the Featured Offer percentage but not a revenue-at-risk figure. This card derives it, so it will not appear anywhere in Seller Central to tie out against.
Featured Offer namingSame conceptAmazon’s “Featured Offer percentage” is the Buy Box win rate. If the terminology looks different, it is the same metric.
Period alignmentEdge differencesSession-weighted percentages over a 30D window can differ slightly from a manually summed view at the boundary.
Cross-connector reconciliation:
CardExpected relationshipWhat causes legitimate divergence
MAP / pricing on other channelsPricing pressure can cross channels. If resellers are undercutting you on Amazon, the same product’s price discipline on your DTC site is worth checking.A reseller sourcing stock cheaply may undercut both your Amazon Buy Box and your DTC price; review MAP Violation Risk (vs DTC) alongside this list.

​
Known limitations / merchant FAQs

Is the “revenue at risk” figure exact? No. It is an analytical estimate that models the sales you likely would have made had you held the Buy Box, based on your win percentage, sales rate, and price. Amazon does not report a revenue-at-risk number, so treat this as directional, useful for ranking and prioritising, not as a settled figure. Amazon calls it “Featured Offer” now, not “Buy Box”. Is this the same thing? Yes. Amazon renamed the Buy Box to the “Featured Offer”, and the Featured Offer (Buy Box) percentage in Business Reports is the win rate this card uses. The concept is unchanged: it is the default purchase offer on the detail page. Why am I losing the Buy Box if my listing looks fine? Common causes are price (a competitor undercut you), fulfilment (an FBM offer with a slower delivery promise loses to FBA), seller-performance metrics, or being out of stock so another seller wins by default. The cause column points you at the right lever; the fix differs by cause. An ASIN here also tops my revenue list. How urgent is that? Very. Buy Box loss on a top-revenue ASIN is the most expensive problem in the account, because the loss is a large percentage of a large number. Treat any overlap between this card and Top ASINs by Revenue as a same-day priority. Does running out of stock show up as a Buy Box loss here? Yes. When you are out of stock, a third-party seller wins the Buy Box by default and your win percentage falls, so the ASIN appears here even though the root cause is inventory. Fix it on the stock side via ASINs Stocking Out <7 Days, not by re-pricing.

​
Tracked live in Vortex IQ Nerve Centre

Top Buy-Box-Loss ASINs is one of hundreds of KPI pulses Vortex IQ tracks across Amazon Seller Central and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. Start for free or book a demo to see this metric running on your own data.