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By Mansour Norouzi · October 8, 2025 · Curated by George's Blog
Today is Prime Day, and we noticed something strange across many CPG listings:
The Subscribe & Save buy box isn’t showing up.
For some brands, it appears. For many, it’s gone.
At first, I thought it might be because the deal price is lower than the Subscribe & Save price, so Amazon suppresses it — which, from a customer’s perspective, makes sense.
If the deal is cheaper, why would anyone subscribe?
After checking some listings, I realized:
the only products showing Subscribe & Save today are the ones where the final SnS price (after coupon) is equal to close to the deal price.
If it’s higher difference, the option disappears.
Whether that’s intentional or a bug, it’s causing real damage.
Brands might be missing out on massive recurring revenue, just because customers can’t even choose Subscribe & Save on the biggest traffic day of the year.
I hope Sell on Amazon Amazon investigates soon.
💡 One key takeaway for future Prime events:
If you’re running deep discounts, make sure your first-time Subscribe & Save coupon pushes the SnS price below your deal price.
That way, customers still see value in subscribing — and you turn those Prime Day purchases into long-term subscribers instead of one-time buyers.