unplug your controllers. Reboot your pi, when it comes back up it should have a message about not detecting any controllers. Plug your controller in and it should say something like press and hold any button to map controller. This should allow you to remap it properly.
Just an update if anyone ever has the same problems. I went is a reset my controller configuration and rebooted to ES and was prompted to map keys like when you first boot. Mapped all the keys, switched to AM and everything works fine.
Not really anything to do with your problem but those are not Sanwa buttons just that you know.
Most won't really care but if you are into arcade sticks or arcade machines then you'll know the quality differences.
There are no Sanwa buttons that look like that and I guess they'll feel different when pushed. Look it up on google, search for OBSF-30 and you'll see what i mean.
I myself own 2 self build arcade sticks and I bought Seimitsu and Sanwa buttons and sticks and they cost way more then that set price.
For 33 GBP you could probably get 10 buttons. Looking at the sellers info...no surprise, China.
Like I said not that most mind but once you have used quality stuff you won't get satisfied with that and it kinda angers me that they actually write Sanwa Push button in the title description.