Prepared by Packfox Limited · 21 July 2026 · Scope: 10 listings reviewed · marketplace data as observed 21 July 2026
This audit examined 10 listings, 25 current seller positions across them, and up to 90 days of price and buy-box history per listing (at least 87 days on each), with seller counts compared against the listing's own Amazon category average where reliable category data exists (2 categories in this audit). Every marketplace figure in this document was captured on 21 July 2026 and is stated as observed, never estimated.
Where a price is marked FBA, Amazon dispatches that seller's stock from its own warehouse; FBM means the seller dispatches orders themselves.
One unrecognised seller, BargainBurrow, sits at the centre of what this audit found: it lists 1,847 items on Amazon, appears on 5 of the products covered here, and currently holds the buy box on your water bottle listing at £18.99, which is £6.00 below the typical selling price of £24.99. The same 30 days also saw a cluster of 4 new sellers arrive on each of two listings, a pattern that usually traces back to a single upstream source such as a wholesale shipment, promotion or liquidation rather than coincidence. The question only you can answer, and the one to answer first: of the sellers named in this report, BargainBurrow, Dealbriar Direct, Bramblecart Trading, Swiftgorse Retail, ThriftHollow and Calderholt Living Direct, which do you recognise and expect to be selling your products?
Each listing below is shown the way a shopper meets it: who holds the buy box, the price presented, and who else is selling alongside you. Sellers marked unrecognised are simply those we could not match to your brand name; you may well recognise some as retailers you supply. Only you know whom you have authorised, so the names you cannot place are the ones worth a minute.
| Seller | Listings | Holds buy box on | Landed price range | Recognition |
|---|---|---|---|---|
| Calderholt Living | 10 | 9 | £12.99 to £26.99 | matches your brand name |
| BargainBurrow | 5 | 1 | £16.49 to £26.49 | unrecognised |
| Bramblecart Trading | 3 | 0 | £21.99 to £25.99 | unrecognised |
| Dealbriar Direct | 3 | 0 | £23.48 to £27.49 | unrecognised |
| Swiftgorse Retail | 2 | 0 | £24.49 to £25.49 | unrecognised |
| ThriftHollow | 1 | 0 | £22.99 | unrecognised |
| Calderholt Living Direct | 1 | 0 | £26.79 | matches your brand name |
Only you know whom you have authorised; unrecognised simply means we could not match the storefront name to your brand.
All figures in this section as observed 21 July 2026 from public marketplace data.
| Seller | Fulfilment | Price | Delivery | Landed | Buy box |
|---|---|---|---|---|---|
| BargainBurrow | FBM | £18.99 | Free | £18.99 | Holds buy box |
| ThriftHollow | FBM | £22.99 | Free | £22.99 | |
| Bramblecart Trading | FBA | £23.49 | Free | £23.49 | |
| Swiftgorse Retail | FBM | £24.49 | Free | £24.49 | |
| Dealbriar Direct | FBA | £21.99 | £2.99 | £24.98 | |
| Calderholt Living | FBA | £24.99 | Free | £24.99 |
Featured offer (“buy box”): held by Calderholt Living for 76% of the last 90 days of observations.
Amazon's own listing shows 1,400+ bought in the past month: the volume at stake on this listing.
Category context: across the 12,480 products in the Water Bottles category, the average listing shows about 2 New-condition offers; this listing currently shows 6.
Lowest "New" offer price, as observed 21 July 2026.
Number of sellers on your listing, as observed 21 July 2026.
The lowest offer price dropped below the typical selling price 3 times in 30 days. At its lowest, every sale at that offer went through £6.00 below the typical selling price. As of the latest check, the lowest offer is listed by "BargainBurrow".
What this means: This is the most serious pattern in the audit. The lowest offer has repeatedly sat below the typical selling price, and at £18.99 against a typical £24.99 the undercut is 24.0%. While that offer stands, it sets the price shoppers see and compare against, which erodes the value of the listing for every seller on it, including you.
Suggested next step: Price erosion of this shape usually traces to distribution rather than pricing, so the productive question is where BargainBurrow's stock is coming from. Same-day monitoring identifies which seller drives each drop as it happens; start by answering the authorisation question raised for the sellers on this listing.
The buy box changed hands 6 times in 30 days. In 1 period over the last 90 days the listing showed no featured offer at all.
What this means: The buy box on this listing is contested: it changed hands 6 times in 30 days and BargainBurrow holds it now. While another seller holds the buy box, the sale that would have gone through you goes through that seller instead. The period with no featured offer at all is also worth noting, since a listing with no featured offer converts poorly for everyone.
Suggested next step: This instability and the price erosion on the same listing are two views of the same problem. Same-day monitoring flags each new buy box holder and the likely cause, so you can see whether recovering the position depends on the unrecognised sellers or on your own offer.
Seller count rose from a typical 2 to 6 within 30 days: a cluster of 4 new sellers.
What this means: Four new sellers appearing on one listing inside 30 days, tripling the usual count, is unlikely to be coincidence. A cluster like this usually points to one upstream source, such as a wholesale shipment, a promotion or a liquidation, releasing stock into the marketplace at the same time.
Suggested next step: Correlate the arrival window with your own recent channel activity: any large wholesale orders, distributor changes, promotions or clearance sales in the weeks beforehand. Identifying the source addresses the cause rather than the symptom.
Also noted on this listing:
All figures in this section as observed 21 July 2026 from public marketplace data.
| Seller | Fulfilment | Price | Buy box |
|---|---|---|---|
| Calderholt Living | FBA | £26.99 | Holds buy box |
| Swiftgorse Retail | FBM | £25.49 | |
| Bramblecart Trading | FBM | £25.99 | |
| BargainBurrow | FBM | £26.49 | |
| Calderholt Living Direct | FBM | £26.79 | |
| Dealbriar Direct | FBM | £27.49 |
Delivery is free on every offer above, so the price shown is the full landed price.
Featured offer (“buy box”): held by Calderholt Living for 100% of the last 90 days of observations.
Amazon's own listing shows 400+ bought in the past month: the volume at stake on this listing.
Lowest "New" offer price, as observed 21 July 2026.
Number of sellers on your listing, as observed 21 July 2026.
Seller count rose from a typical 2 to 6 within 30 days: a cluster of 4 new sellers.
What this means: The same pattern seen on your water bottle listing has repeated here: seller count rose from a typical 2 to 6 within 30 days. Two listings gaining 4 new sellers each in the same window strengthens the case that a single upstream source is supplying them.
Suggested next step: The same next step applies as for the other cluster: correlate the timing with your recent wholesale, promotional or clearance activity to identify where the stock originated.
Also noted on this listing:
All figures in this section as observed 21 July 2026 from public marketplace data.
| Seller | Fulfilment | Price | Buy box |
|---|---|---|---|
| Calderholt Living | FBA | £17.99 | Holds buy box |
| BargainBurrow | FBM | £16.49 |
Delivery is free on every offer above, so the price shown is the full landed price.
Featured offer (“buy box”): held by Calderholt Living for 100% of the last 90 days of observations.
Amazon's own listing shows 250+ bought in the past month: the volume at stake on this listing.
Lowest "New" offer price, as observed 21 July 2026.
Number of sellers on your listing, as observed 21 July 2026.
The lowest offer price dropped below your price floor 1 time in 30 days. At its lowest, every sale at that offer went through £1.00 below the typical selling price. As of the latest check, the lowest offer is listed by "BargainBurrow".
What this means: The lowest offer dropped below your own price floor once in 30 days, and as of the latest check BargainBurrow is still listing at £16.49, below your floor of £16.99 and £1.00 under the typical selling price of £17.49. The gap is modest, but a seller pricing below your floor signals stock acquired on terms you did not set.
Suggested next step: As with the erosion on your water bottle listing, the useful question is distribution: where this seller's stock comes from. Same-day monitoring identifies which seller drives each drop as it happens.
Also noted on this listing:
All figures in this section as observed 21 July 2026 from public marketplace data.
| Seller | Fulfilment | Price | Buy box |
|---|---|---|---|
| Calderholt Living | FBA | £22.99 | Holds buy box |
Delivery is free on every offer above, so the price shown is the full landed price.
Featured offer (“buy box”): held by Calderholt Living for 100% of the last 90 days of observations.
Amazon's own listing shows 100+ bought in the past month: the sales volume this listing carries.
Lowest "New" offer price, as observed 21 July 2026.
Number of sellers on your listing, as observed 21 July 2026.
The lowest offer price dropped below the typical selling price 1 time in 30 days. At its lowest, every sale at that offer went through £3.00 below the typical selling price. As of the latest check, the lowest offer is listed by "Calderholt Living".
What this means: This one is different in character: the price dipped to £19.99 once in 30 days, but the current lowest offer is your own account at £22.99, back at the typical selling price. The dip has passed and the position has recovered, so this reads as an episode that has ended rather than sustained pressure.
Suggested next step: No immediate action is required. Same-day monitoring will identify which seller drives any future drop, so a repeat can be traced to its source at the time rather than reconstructed afterwards.
Also noted on this listing:
All figures in this section as observed 21 July 2026 from public marketplace data.
| Seller | Fulfilment | Price | Delivery | Landed | Buy box |
|---|---|---|---|---|---|
| Calderholt Living | FBA | £21.99 | Free | £21.99 | Holds buy box |
| BargainBurrow | FBM | £20.49 | Free | £20.49 | |
| Dealbriar Direct | FBM | £21.49 | £1.99 | £23.48 |
Featured offer (“buy box”): held by Calderholt Living for 100% of the last 90 days of observations.
Category context: across the 3,150 products in the Lunch Boxes category, the average listing shows about 2 New-condition offers; this listing currently shows 3.
Lowest "New" offer price, as observed 21 July 2026.
Number of sellers on your listing, as observed 21 July 2026.
The lowest offer price dropped below your price floor 1 time in 30 days. At its lowest, every sale at that offer went through £2.50 below the typical selling price. As of the latest check, the lowest offer is listed by "BargainBurrow".
What this means: BargainBurrow's offer dipped to £19.49, below your price floor of £19.99, once in 30 days; at its lowest that put every sale £2.50 below the typical selling price of £21.99. It currently sits at £20.49, back above your floor but still positioned beneath your own offer, matching its behaviour on your other listings.
Suggested next step: The same distribution question applies as on your other listings where this seller undercuts you. Same-day monitoring identifies which seller drives each drop as it happens.
Also noted on this listing:
All figures in this section as observed 21 July 2026 from public marketplace data.
| Seller | Fulfilment | Price | Buy box |
|---|---|---|---|
| Calderholt Living | FBA | £18.49 | Holds buy box |
| BargainBurrow | FBM | £18.99 |
Delivery is free on every offer above, so the price shown is the full landed price.
Featured offer (“buy box”): held by Calderholt Living for 100% of the last 90 days of observations.
Amazon's own listing shows 300+ bought in the past month: the volume at stake on this listing.
Lowest "New" offer price, as observed 21 July 2026.
Number of sellers on your listing, as observed 21 July 2026.
Also noted on this listing:
All figures in this section as observed 21 July 2026 from public marketplace data.
You are the only seller on this listing; your offer stands at £16.99. The buy box has been held by Calderholt Living for 100% of the last 90 days of observations. Amazon's own listing shows 200+ bought in the past month. Our checks across its price history, buy box, images and rating raised nothing that needs your attention.
Also noted on this listing:
All figures in this section as observed 21 July 2026 from public marketplace data.
| Seller | Fulfilment | Price | Buy box |
|---|---|---|---|
| Calderholt Living | FBA | £21.49 | Holds buy box |
| Bramblecart Trading | FBM | £21.99 |
Delivery is free on every offer above, so the price shown is the full landed price.
Featured offer (“buy box”): held by Calderholt Living for 100% of the last 90 days of observations.
Amazon's own listing shows 150+ bought in the past month: the volume at stake on this listing.
Lowest "New" offer price, as observed 21 July 2026.
Number of sellers on your listing, as observed 21 July 2026.
Also noted on this listing:
All figures in this section as observed 21 July 2026 from public marketplace data.
You are the only seller on this listing; your offer stands at £12.99. The buy box has been held by Calderholt Living for 100% of the last 90 days of observations. Amazon's own listing shows 100+ bought in the past month. Our checks across its price history, buy box, images and rating raised nothing that needs your attention.
Also noted on this listing:
All figures in this section as observed 21 July 2026 from public marketplace data.
You are the only seller on this listing; your offer stands at £14.49. The buy box has been held by Calderholt Living for 100% of the last 90 days of observations. Amazon's own listing shows 50+ bought in the past month. Our checks across its price history, buy box, images and rating raised nothing that needs your attention.
Also noted on this listing:
Across the listings in this audit, the buy box changed hands 6 times in 90 days and the price fell below its typical level 6 times in 30 days. Each of these events was silent at the time it happened.
The price erosion finding on "Calderholt Steel Water Bottle 750ml - Vacuum Insulated, Leakproof" above was caught by this one-off snapshot. Monitoring raises the same change on the day it happens, and identifies the seller behind it while the evidence is fresh.
This audit is a snapshot of public marketplace data. The groundwork, your listing map, the seller roster and the price picture, is already done; monitoring is what keeps it current. Continuous monitoring watches your listings around the clock (through Amazon's own Selling Partner data, with your authorisation) and adds what a snapshot cannot see:
Amazon's own listing badges show more than 2,950 bought across these listings in the past month. That is the volume these findings sit under.
The weekly report states every listing's current position in plain English, like this (this example is built from this audit's own snapshot):
Calderholt Steel Water Bottle 750ml - Vacuum Insulated, Leakproof: 6 sellers, 5 not recognised as matching your brand name; buy box held by BargainBurrow; lowest landed price £18.99; Amazon shows 1,400+ bought in the past month.
A cheap alert tool pings you every time anything changes and leaves you to work out what matters. Packfox sends the alerts that matter and hands you the response drafted for you to send: a seller message, a Brand Registry report, an appeal, a distributor query, a listing correction. You approve everything; nothing goes out in your name without you. Checking this by hand means re-pulling these numbers and investigating every new name, weekly, indefinitely. That is the work we take off your desk.
One honest limit, stated plainly: a seller you do not recognise is not, by itself, something Amazon removes. Where a seller genuinely should not be there, the route is evidence: tracing where their stock most likely reaches them and preparing the removal routes Amazon actually recognises, where genuine grounds exist. And no service can control the price another business chooses to sell at; on price, the lawful ground is competing for the featured offer on your own listing. Monitoring is what keeps that evidence current.
If the aim is to know who is selling your products on Amazon, at what price, and to hear about it when that changes, here is how that stays covered:
Watch & protect: continuous monitoring of your listings, same-day automated critical alerts, a weekly report with findings explained and next steps drafted, investigation of new sellers and listing changes as they appear, and every four weeks the whole story of your channel in one document. From £199/month for your whole catalogue, up to 50 active listings (larger by quote). One tier, everything included. No setup fee, no contract, cancel any month.
Founding rate: £99.50 a month for the first 10 client brands, locked for as long as you stay subscribed. Open now.
Everything above is switched on with you during onboarding, configured to your listings by the person who built the system, not a support queue. Onboarding also captures your authorised-seller list and the price level you ask to be told about, so from day one alerts are judged against what matters to you rather than a generic rule. Packfox is UK-registered and built around UK rules.
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