At a glance
The count of your private-label ASINs where someone else has appeared as a competing offer. On a brand you own and control, you should be the only seller on the listing. When a third party shows up, it is a hijack candidate: a counterfeiter, an unauthorised reseller, or an arbitrageur who bought your stock and is reselling it. Any number above zero on a private-label ASIN deserves attention, because hijackers undercut your price, win your Buy Box, and put your brand reputation in someone else’s hands.
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 private-label supplements brand on Amazon US, Brand Registry enrolled, snapshot 30 Apr 26. All numbers illustrative.
Five things to notice:
- Any non-zero count fires the alert. Two private-label ASINs with competing offers breaches
>0 on private-label ASINs. On a brand you own, this is never normal; Vortex IQ Nerve Centre flags it immediately so you can act while the hijacker is fresh. - The FBA hijacker on the multivitamin is the most dangerous. An FBA-fulfilled competing offer can win the Buy Box with Prime eligibility and ships goods you did not make under your brand. If those units are counterfeit, every bad review and safety complaint lands on your listing. This is the one to escalate first.
- The protein hijacker is likely arbitrage. A 39.99 product, FBM, often means someone bought your units (on sale, via a coupon, or wholesale) and is reselling at a margin. It still steals your Buy Box and trains buyers to wait for the cheaper offer.
- The Buy Box consequence is immediate. Both hijackers undercut you, so both can take the Buy Box. Watch Buy-Box Win Rate (top-50 ASINs) and Estimated Revenue Lost to Buy-Box Loss; the revenue impact shows there.
- Brand Registry is the enforcement lever. Because this brand is enrolled, it can use Report a Violation, test buys, and (for counterfeits) Transparency or Project Zero to remove the offers. A brand not enrolled has far weaker tools, which is why coverage matters.
Sibling cards merchants should reference together
A hijack is a Buy Box and brand problem; read this with:Reconciling against Amazon Seller Central
Where to look in Amazon Seller Central:Open the product detail page for each ASIN and check the “Other Sellers on Amazon” / offers section, or use Manage Inventory and the Buy Box / offer-count indicators. Brand Registry enrolled sellers can use Brand Dashboard and Report a Violation to see and act on competing offers.There is no single native “count of hijacked ASINs” report; this card aggregates the offer-count signal across your private-label ASINs for you. Timing, settlement, and reporting-lag table:
Why our number may legitimately differ from a manual page check:
Cross-connector reconciliation against other connectors the same seller may run:
Known limitations / merchant FAQs
A third-party offer appeared on my private-label ASIN. What do I do first? Identify the offer type. If it is FBA and you suspect counterfeit, escalate via Brand Registry (Report a Violation, and Transparency or Project Zero if enrolled) and consider a test buy to confirm. If it is an arbitrageur reselling genuine units, you can tighten the leaks (reduce deep discounts and wholesale that feed arbitrage) and still report unauthorised use of your brand. Is every competing offer a hijack? Only on ASINs that are genuinely yours alone (private label). On shared-catalogue ASINs that many sellers legitimately list, competing offers are normal and expected. The card is meant to be scoped to your private-label ASINs; check the brand mapping if it flags a shared product. The offer is gone but the card still shows it. Why? Offer state changes fast and the card refreshes on a cadence. A removed offer can persist on the card until the next refresh, and a brand-new one can take a cycle to appear. Re-check the detail page for the live state. Why does Brand Registry matter so much here? Enrolment unlocks the enforcement tools (Report a Violation, Transparency, Project Zero) that actually remove hijackers. Without it, your options are slower and weaker. If hijacking is a recurring problem, closing Brand Registry Coverage gaps is the highest-leverage fix. Can I change the alert threshold? Yes, the>0 on private-label ASINs default is configurable per profile in the Alert Rules tab. For private label, zero is the right target and we recommend leaving it; raise it only if you knowingly allow authorised resellers on certain ASINs.