"The buy box says this." Which buy box? Back in 2023, on the main stage in Columbus, Brian told a room full of sellers the buy box is multidimensional, and got a lot of confused looks. Amazon serves shoppers from regional fulfillment centers, so a shopper in Seattle, one in Miami, and one in Denver can each see a different price and a different seller. Keepa watches Amazon from one location, mostly New York, so the buy box line on your chart is one shopper's view.

This week Brian and Robin Joy introduce Sales DNA, a new feature in Profit Zones, approved in the Chrome Web Store and rolling out now. It is not a premium feature. Keepa still collects the inventory history of sellers who are no longer on a listing; it just doesn't chart it. Sales DNA puts it on a chart, and the result looks like a DNA test.

Then the careful part. A drop is not a sale, and Sales DNA doesn't call one a sale either. It counts steady stairstep inventory movement as inferred sales, at the price the seller had at that moment, and leaves out fulfillment center transfers, recalls, pricing errors and regating. Counts carry a plus sign because they run low: checked against our own sales, Keepa missed the first two days of one of our products. Evidence, not proof, and you still test.

Plus why the "bought in past month" badge leaves you guessing below 50, why Amazon shoppers aren't shopping on price, why you shouldn't drop Keepa, and a quote of the week from Sherlock Holmes.

In this episode:

• (00:00) Intro
• (00:24) Welcome back to the Modern Builders Network
• (00:39) Robin Joy's new Mac
• (03:14) OneDrive to Google Drive, with a plan
• (03:54) What's new: Sales DNA
• (04:36) Approved in the Chrome Web Store, free in Profit Zones
• (05:08) Writing the book is the easy part
• (05:35) Summer 2023: Mount Rushmore to Columbus
• (07:23) The multidimensional buy box
• (09:15) Build through testing, at low risk
• (10:09) Where the idea came from
• (10:36) Coaching calls were the real unlock
• (11:17) Almost 200 fulfillment centers
• (12:46) Keepa watches Amazon from one location
• (13:41) Buy box spread: 18 metros, about 40% of ASINs
• (14:03) Q4: expect more regional pricing
• (15:10) "Which buy box?"
• (16:27) A drop is not a sale
• (18:25) May 2025: the sales rank change
• (18:44) The "bought in past month" badge
• (19:29) Where are those sales going?
• (19:56) See more ways to buy
• (20:44) Amazon shoppers aren't shopping on price
• (22:01) The three-step check: in and out in 30 to 45 days
• (23:28) 1.5 billion ASINs, about 3 million with the badge
• (23:56) Product Finder and a trailing metric
• (25:05) How bigger sellers read velocity: inventory stairsteps
• (26:17) Historical offers with no data on the chart
• (27:14) The sellers who left the listing
• (27:52) Why it looks like a DNA test
• (28:22) Inferred sales: evidence, not proof
• (28:41) Keepa crossed this bridge long ago
• (29:13) What we don't count: fulfillment center transfers
• (29:52) Counting in ranges: the plus sign
• (30:09) Recalls, pricing errors and regating
• (30:52) Off script: deciding to cross the bridge
• (32:41) Robin Joy's question: In-Stock Head Start
• (33:16) Don't time the market, and panic pricing
• (33:51) Is Keepa becoming less relevant?
• (34:37) Keepa as a source of truth
• (35:27) Twenty dollars a month
• (35:34) Checked against our own sales
• (37:30) Receipts: the Keepa buy box
• (38:45) Live now: update Profit Zones
• (39:10) The jigsaw puzzle
• (39:53) Quote of the week: Sherlock Holmes
• (40:30) Theory first, then test
• (41:29) Don't rig your own results
• (41:54) Homework
• (42:10) Sign-off

Free tool mentioned: Sales DNA comes free with Profit Zones. Run the update, then go back through some of your own listings and look for the data that isn't on the chart.

Decide the price after you look at what moved, not before.

Run your own numbers. The Profit Tune-Up is free. Upload your Amazon or Seller Board data, or even a Seller Board screenshot, and get the same review Brian runs in a live coaching session. officialolsons.com

Everything else lives in one place. The newsletter, the coaching, the community, and the rest of the tools are all at officialolsons.com (all O's, no E's).

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The New Era Reseller is part of the Modern Builders Network, hosted by Brian and Robin Joy Olson.

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