When Target listed participating brands, some products were listed at the sale price, not their original fixed price with the percentage-discount applied... Amazon's pricing tool picked up the lower price at Target, forcing those brands to lose the coveted 'buy box' on their Amazon listings.
Business owners can only gain their buy box back if they lower the price of their product on Amazon to match a discounted rate offered elsewhere--such as a competitor like Target. If business owners leave the price as-is, they risk losing the sale and visibility on Amazon.
In these instances, instead of 'add to cart,' the yellow button will say 'see all buying options'--a phenomenon she calls 'buy-box suppression.'
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