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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, such as a list price (for example, a Manufacturer’s Suggested Retail Price or MSRP). 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.

  • The list price you provide must represent the price at which you or other retailers or sellers have recently made substantial sales of the product in question.
  • You also are responsible for ensuring that the reference prices you provide to us remain current.

If you do not have a list price that meets these criteria, please leave the field blank when adding a new product. If Amazon cannot verify the List Price you provide, we may not use it.

Other reference prices

A Was price may display in several places, including the product detail page, the deals page, and search results for your products, to show savings to customers. The Was price is determined using historic prices paid by customers for the product on Amazon.

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 European Marketplaces this is a maximum of 30 calendar days. Allow intervals between discounts to ensure a good customer experience.

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