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This article applies to selling in: United States

Pricing Health

The Pricing Health page provides an overview of your Featured Offer (Buy Box) eligibility, sales conversion from a pricing point of view, and any deactivated offers with potential pricing errors.

The Featured Offer tab lists:

  • All offers currently ineligible to be a Featured Offer on the Product Detail page because they are not priced competitively compared to other retailers outside of Amazon (the Competitive Price) . To resolve this issue where:
    • offers are not competitive, consider setting your offer's total price (price + shipping) at or below the Competitive Price.
  • Offers currently eligible to be the Featured Offer, but are not currently the Featured Offer are the result of not being priced competitively compared to other retailers on Amazon (the current Featured Offer price). You can improve your chances of being the Featured Offer by setting your offer’s total price (price + shipping) so that it matches or is lower than the current Featured Offer price.

The Sales conversion tab listsAll offers with customer views but no sales in the last 7 days. You may improve sales conversion by considering lowering your total price (price + shipping) so that it is at or below the suggested lower price.

The Inactive Offers tab lists all offers currently deactivated because of potential pricing errors. Amazon detects potential pricing errors based on several factors including our Marketplace Fair Pricing Policy, and the Featured Offer price. When Amazon detects potential pricing errors in your listings, we will notify you, and in more serious cases, might deactivate the affected listings to avoid a potentially negative customer experience. Reconsidering your price inputs in Pricing Health in light of the Reference Prices and in accordance with Amazon’s Marketplace Fair Pricing Policy may resolve this pricing issue and reactivate your offer.

Note: Reference prices include the Featured Offer (Buy Box) price, 60-day average selling price, highest 14-day price (shipped and sold by Amazon), and/or the product’s list price.

Providing a great customer experience is essential to successful selling on Amazon. We reserve Featured Offer placement for seller offers that maintain our customer experience standards, including price competitiveness.

Frequently asked questions

I received a message that one or more of my items are not eligible to be a Featured Offer on the Product Detail page. What does this mean?

We notify you when your offer becomes ineligible to be a Featured Offer on the Product Detail page. This happens when your total price (price + shipping) is above the Competitive Price .

For your offer to be eligible to be a Featured Offer on the Product Detail page, you need to be priced competitively and meet other qualifying criteria.

What is the Competitive Price and how is it determined?

The Competitive Price is the lowest price for this item from other major retailers. It does not include the prices from other sellers in the Amazon store.

While we do not reveal the names of competitors, this list is reviewed regularly to ensure competitors are relevant for each country and product group.

What is the Average Selling Price and how is it determined?

The average selling price of a product is calculated based on the prices that customers have purchased in the last 60 days weighted by units sold. Prices and quantity sold during promotions (for example, Best Deals, Lightning Deals) are excluded.

What is the price by Amazon and how is it determined?

The price by Amazon is the highest price listed for the product in the last 14 days that is shipped and sold by Amazon.

What is the product’s list price and how is it determined?

Click here to learn more about list price.

Why do some offers have no applicable Reference prices?

We display the average selling price, price by Amazon, and/or the product’s list price. For some products, we do not have those reference prices available.

Are all uncompetitive seller offers ineligible to be a Featured Offer on the Product Detail page?

Yes, Featured Offer qualifications apply to all sellers.

How is the Featured Offer percentage calculated?

The Featured Offer percentage is calculated as the total page views in which you are the Featured Offer divided by the total page views received by products you list. Only active items are considered. You will see ‘—‘ if we are unable to calculate your Featured Offer percentage.

How is sales conversion rate calculated?

Sales conversion rate is calculated as your total orders (minus returns) divided by the total page views received on products you list. You will see ‘—‘ if we are unable to calculate your sales conversion rate.

What is the suggested lower price and how is it determined?

The suggested lower price is based on a range of factors including historical selling prices, recent Featured Offer eligible prices, lowest price for this item from other major retailers, and input from customers for your products.

Do you have any Automate Pricing rules to ensure that my offers remain competitive?

Yes, you can use Automate Pricing to create a pricing rule to keep your selected offers competitive on an ongoing basis. Visit the Compare Prices with External Prices help page to learn more.

How do I keep my offers competitive if I use third-party repricing services or MWS APIs?

The Competitive Price, Featured Offer price, and suggested lower price are published through our MWS APIs. The AnyOfferChanged notification provides this data through the CompetitivePriceThreshold element, BuyBoxPrice element, and SuggestedLowerPricePlusShipping element, respectively. Ask your repricer for more information on how you can stay competitive.

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