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This article applies to selling in: United Kingdom

Amazon Policy on Reference Prices

Reference prices

In many product categories, you have the option of supplying a reference price that we sometimes display as a strike-through price. These reference prices may be displayed in several places, including the product detail pages and search results for your products, to show savings to our customers.

A reference price may consist of:


  1. A Recommended Retail Price (RRP): This is the suggested retail price of a product set by the manufacturer that is provided to us by our sellers for the applicable marketplace. We regularly check RRPs against prices recently paid by customers in Amazon’s stores and offers at other retailers.
  2. A pre-discounted price when you are offering a temporary discount on your products. Any pre-discounted price used as a reference price must be the lowest price at which you have sold your product in the last 30 calendar days.

If you do not have an RRP or a pre-discounted price that meets these criteria, make sure that you only provide one single selling price. If Amazon cannot verify a reference price that you provide, we may suppress it.

Amazon Deals

The crossed-out price displayed for your Deal should display the price at which you have made substantial sales of the product. If we consider that the Deal discount displayed is misleading, we reserve the right to cancel your Amazon Deal at any time to protect our customers.

Duration of discounts

You discounts must respect any legal minimum and maximum durations. For some of our EU Marketplaces this is a maximum of 30 calendar days. Allow intervals between discounts to ensure a good customer experience.

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