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This article applies to selling in: United States

Show a reference price on your products by providing a List Price

What is a List Price?

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.

You can also provide a value of 0 to indicate you do not have a List Price.

For more information, go to Amazon Policy on Reference Prices.

Update the List Price

To update a single ASIN:

  1. In Seller Central, select Inventory, and then click Manage Inventory.
  2. Click Edit next to the relevant SKU/ASIN.
  3. In the Offer tab, ensure that More attributes is enabled.
  4. Fill in the MSRP or List Price field (naming and order varies across stores and categories).
  5. Click Save and finish.

To update ASINs in bulk through inventory files:

  1. In Seller Central, select Inventory, and then click Add Products via Upload.
  2. In the Download an Inventory File tab, complete steps 1 to 3 to download the inventory file corresponding to the type of products and store (Step 3: Custom template with Offer attribute or Advanced template), and then click Generate Template.
  3. In the Offer section (shaded red), complete the List Price field labeled list_price.
    Note: You will only have to complete the Product ID Type and Update Delete columns in your List Price update. It is important to select PartialUpdate in the update_delete field.
  4. In the Upload your Inventory File tab, browse to upload the relevant file.
  5. Under File Type, select Inventory Files for Specific Categories.
  6. Click Upload file.

Benefits of providing a List Price

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.

Monthly seller outreach for 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.

Note: If you would like to offer a time-bound promotional discount on your product, such as a percentage discount, buy one get one free, or free shipping, you can use the Promotions tools. For more information, go to Promotions. You can also show coupons on the detail page. For more information, go to Create a coupon.
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