Upcoming Improvements to Reference Pricing
Reference prices like List Price (Manufacturer’s Suggested Retail Price) and Typical Price make it easy for customers to understand the value they’re getting when purchasing products in Amazon’s store. To maintain customer trust in pricing and ensure discounts are clear and meaningful to customers, we’re updating our requirements for these reference prices.
These updates will also align reference pricing across our store with information shown in the Price history graph on product detail pages. The graph shows the lowest Featured Offer price each day, helping customers understand how a product’s price has changed over time.
List Price
Effective April 23, 2026, the List Price you provide must meet one of the following criteria to be validated:
- The product has been offered at this List Price at another retailer recently
- The product has been purchased by customers as the Featured Offer on Amazon at this List Price
To see examples and how to update your List Price, go to Show a reference price on your products by providing a List Price.
Typical Price
Typical Price is the median non-promotional price customers paid for a product over the last 90 days. Effective May 18, 2026, if more than half of the days in a product's 90-day Price history are below the non-promotional median price, we'll calculate Typical Price using all sales, including promotional sales. Price discounts that are not advertised to customers as promotions are treated as non-promotional sales and are included in Typical Price. For more information, including examples, go to Reference pricing and promotions FAQ.
For additional information, go to Amazon policy on reference prices and Troubleshooting suppressed and active Deals.
Upcoming Improvements to Reference Pricing
Reference prices like List Price (Manufacturer’s Suggested Retail Price) and Typical Price make it easy for customers to understand the value they’re getting when purchasing products in Amazon’s store. To maintain customer trust in pricing and ensure discounts are clear and meaningful to customers, we’re updating our requirements for these reference prices.
These updates will also align reference pricing across our store with information shown in the Price history graph on product detail pages. The graph shows the lowest Featured Offer price each day, helping customers understand how a product’s price has changed over time.
List Price
Effective April 23, 2026, the List Price you provide must meet one of the following criteria to be validated:
- The product has been offered at this List Price at another retailer recently
- The product has been purchased by customers as the Featured Offer on Amazon at this List Price
To see examples and how to update your List Price, go to Show a reference price on your products by providing a List Price.
Typical Price
Typical Price is the median non-promotional price customers paid for a product over the last 90 days. Effective May 18, 2026, if more than half of the days in a product's 90-day Price history are below the non-promotional median price, we'll calculate Typical Price using all sales, including promotional sales. Price discounts that are not advertised to customers as promotions are treated as non-promotional sales and are included in Typical Price. For more information, including examples, go to Reference pricing and promotions FAQ.
For additional information, go to Amazon policy on reference prices and Troubleshooting suppressed and active Deals.
25 replies
Seller_LMe2tTGsXPyG8
Would "Vine order price" be considered as "The product has been purchased by customers as the Featured Offer on Amazon at this List Price" ?
Seller_PCshC7t8gZjqm
The FAQ page states:
What kind of promotions are included or excluded from the Typical Price calculation?
Buy X, Get Y promotions, Subscribe and Save promotions, and tailored coupons are excluded from the Typical Price calculation. Promotions during peak events (including Prime Day) are also excluded. Starting May 18, 2026, price discounts that are not advertised to customers as promotions are treated as non-promotional sales and are included in Typical Price.
What qualifies or doesn't qualify as "price discounts that are not advertised to customers as promotions?
- Buy X, Get Y: qualify as advertised
- SnS: qualify
- Deals: qualify
- Price Discounts through the Seller Central Price Discounts tool: qualify (?)
- Tailored Coupons: qualify (mentioned in the announcement)
- Regular, non-tailored Coupons: ?
- Brand Tailored Promotions: ?
- Sale Price through the SKU attributes: don't qualify (?)
Trying to confirm the Price Discounts tool, broadly available Coupons (vs. just tailored), Brand Tailored Promotions, and Sale Prices through SKU attributes.
Seller_UkejiplbVAzaK
Is Amazon going to be releasing data points so that we can monitor if an ASIN's typical price is going to be changed? Or are we going to be flying blind?
Seller_jvfhuXWiqaKrs
These changes are long overdue. The Big Spring Sale home page is almost entirely filled with scam deals, where Amazon is reporting a discount off a list price that was really only offered for a single day, for the sole purpose of enrolling phony deals.
"Effective April 23, 2026, the List Price you provide must meet one of the following criteria to be validated:
- The product has been offered at this List Price at another retailer recently --- this a good rule. It should require the product to have been offered at that List Price for an extended period of time, not just a single day.
- The product has been purchased by customers as the Featured Offer on Amazon at this List Price" --- to prevent gaming of the system, this rule should require the product to have been purchased by multiple customers in multiple zip codes over the course of a significant time window.
Seller_z1JDNz6de1lqc
Does Amazon want to eliminate all sellers sure seems the case?
Seller_6HfJAf5SWaGSB
@Dougal_AmazonWill manufacturers be able to set that (Manufacturer’s Suggested Retail Price) or will Amazon be doing that for manufacturers?
Seller_WzIrHAJHwrjre
List price and Typical Price, which one would be the prefered be choosed as the reference price showing the the details page?
Seller_z1JDNz6de1lqc
It does not matter Amazon will do whatever the AI decides updating anything is a waste of time.
Seller_JqG5DqriJPlnW
We need a more transparent way to report discrepencies on Reference prices - particularly when the only explanation is that the wrong product is being found elsewhere.
Right now we are being restricted from selling a 'plug-in' version of a device that also has an older, less powerful battery version available.
The battery version is 'allowed' right now but we are being forced to sell the plug-in model for the same price as the battery version. And of course we never really know where it's getting that price from so it could be a coincidence.
Seller_Robyrd4zc9gt4
List Price -> The product has been "offered" at this List Price at another retailer recently.
This part in the new policy is unclear. Could you please elaborate more on this? @Indy_Amazon@Dougal_Amazon
My question is :
1. Does the product have to be "sold" at this list price at another retailer recently? or just being offered (but not yet sold) at the list price is okay?
2. Does "retailer" include brand owned website?
