If you reload the rounds that did not fire, I presume you looked to see how the strike looked versus the others that did fire (look at the ejected shells).
When you reloaded these unfired rounds, it's not likely you'll be striking them in exactly the same spot, so if they ignite the 2nd try, either (a) the primer was 'off' for that round, or, (b) you had a light strike the first time, or, (c) something else, unlikely.
But your premise of 'if I reload the rounds, they always fire, so it's not the ammo' tells me that it probably WAS the ammo.