Higher priced and FBM sellers sell more than FBA

Hey Sellers!

There is a product I’m thinking of selling which Amazon is selling as well. From Keepa, I see that buy box almost 100% is owned by Amazon but other sellers also sell some volume. One thing that is not making sense is that FBM sellers are selling more units than other FBA sellers even when FBM prices are much higher, up-to 30% in some cases? How is that possible? I would imagine that Amazon algorithm would prioritize sellers with 1) Lower price, 2) FBA channel.

Would love people’s insight on it.