New reference-price requirements for Prime Exclusive Discounts

To participate in Prime Exclusive Discounts, your product must display a reference price that indicates to customers the value of your offer.

An example of a reference price is a “was” price or list price.

On regular days, the Prime Exclusive Discount must be 5% lower than the reference price.

During special events, such as Prime Day and Black Friday, Prime Exclusive Discounts must be 10% lower than the reference price.

To learn more, go to Amazon policy on reference prices.