A List Price is one type of strikethrough price Amazon may use to show savings to customers. The List Price is the suggested retail price of a product as provided by a manufacturer, supplier, or seller. In the US, a List Price is also known as the Manufacturer’s Suggested Retail Price (MSRP). List prices are validated against Amazon recent sales history and external competitor prices to ensure we reflect accurate information to our customers. If you do not have a ready-to-provide List Price, a possible value could be the first price at which you’ve offered the product.
For more information, go to Amazon Policy on Reference Prices.
To update a single ASIN:
To update ASINs in bulk through inventory files:
Providing a List Price can help customers understand the value of your offer when the List Price is displayed as a strikethrough price with discount messaging; this may increase your sales on Amazon. For a List Price to display, it must represent the price at which you or other retailers or sellers have recently made substantial sales of the product in question, and your offer must be lower than the List Price.
On a monthly basis, we automatically alert sellers via email to provide new list prices for ASINs where list prices are missing or could not be validated. The emails titled "Add or update a List Price to your listings" are a reminder to update the List Price for your ASINs so that you can display discount messaging to customers. All updates can be done in Seller Central.