Lost buy box due to price
LBB (Lost Buy Box) due to price is the Vendor Central metric for the percentage of an ASIN's page views during which Amazon had the item in replenishable state and lost the buy box to a third-party merchant due to uncompetitive price.
LBB (Lost Buy Box) due to price is the Vendor Central metric for the percentage of an ASIN’s page views during which Amazon had the item in replenishable state and lost the buy box to a third-party merchant due to uncompetitive price.
What it is
The metric counts page views, and a view only lands in it when two conditions hold at the same time: Amazon had the item in replenishable state, and a third-party merchant held the buy box because of uncompetitive price. Items that are not released yet are excluded.
Price is what defines it. Views lost while an item was out of stock count toward the out-of-stock metrics instead, so a high LBB due to price rate points you at the offer price, while SoROOS and Procurable Product OOS cover inventory.
Where it lives in Vendor Central
You can find the same value on the Operational Metrics report under the name “LBB due to price rate”, the same report that carries the Fast Track Buy Box rate.
Amazon has been retiring this metric from its other vendor reporting surfaces. The 2022 Retail Analytics relaunch dropped Lost Buy Box, and the Amazon Retail Pricing team no longer supports LBB (Price) in the vendor retail analytics report types available through SP-API. As of late 2025, Amazon had begun publishing a successor, Lost Featured Offer %, to a subset of vendors in the Retail Analytics Traffic report, with no formal announcement. It’s calculated differently from the old LBB formula, so the two numbers don’t line up one to one. If the field looks different or is missing in your account, this transition is the likely reason.
Why it matters to a vendor
Every view counted here is a shopper who reached your detail page while a third-party merchant held the featured offer, so whatever they bought went through that merchant’s offer instead of Amazon’s retail offer for your item. Those views also drop out of your glance view count, which is why a buy-box problem can look like a traffic problem if you only watch glance views.
Read the rate per ASIN and week over week. When it climbs on an ASIN that’s in stock, a third-party offer is beating Amazon’s price there, so start with that ASIN’s pricing and who else sells it. Pull Fast Track Buy Box rate from the same report too, since it describes the buy box from the opposite side.
Related terms
- Amazon Fast Track Buy Box: the counterpart metric on the Operational Metrics report, labeled “Fast Track Buy Box rate”.
- SoROOS (Sourceable Replenishable Out of Stock) and Procurable Product OOS: sibling metrics measured as a share of views, where the cause is stock instead of price.
- What are glance views on Amazon?: the guide to how glance views are counted and what happens to them when a third-party seller holds the featured offer.
- Glossary index: every Vendor Central term and InsightLeap metric.
