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This article applies to selling in: United Kingdom

How does the Competitive External Price rule work?

The majority of Amazon customers purchase the Featured Offer (Buy Box) on the Product Detail page. Offers may be ineligible to be featured when they are not priced competitively compared to other retailers outside of Amazon (the Competitive Price). The Competitive External Price rule allows you to automatically reprice your offers based on the Competitive Price by choosing either of the following:

  • Match External Competitive Price which will keep your price equal to the Competitive External Price.
  • Stay below the External Competitive Price which will only update your price if the Competitive External Price falls lower than your current price.

Here are a few examples of how this rule works:

  • For an offer repriced by a Competitive External Price rule with ‘Match External Competitive Price’ selected:
    • If your current offer price is £15 and the Competitive Price is £16, then your offer will be repriced to £16 to match the Competitive Price.
  • For an offer repriced by a Competitive External Price rule with ‘Stay below the External Competitive Price’ selected:
    • If your current offer price is £14 and the Competitive Price is £16, then your offer will stay at £14.

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