If you are an Amazon Seller doing business on their US platform, you must have received Amazon’s warning e-mail entitled New requirement for list prices starts June 30 in your inbox. Starting that date, Amazon will require any newly created listings to contain the List Price.
If you are wondering why is setting a List Price so important for Amazon, in this article I will be addressing your concerns. Whilst it will only take you a few seconds to update any listing with a List Price, you may not be aware of its pros and cons.
Once you upload the List Price, Amazon will save this figure as the product’s RRP. When you try to decrease or increase the product price later, your listing will get automatically deactivated over a Potential high / low pricing error or you will lose the BuyBox.
This is why you should carefully rethink whether you will provide this attribute on your existing listings and what figure will be entered as the List Price.
On the other hand, List Price can be a good idea when you have an otherwise expensive product, which you intend to sell at a significant discount. It is then shown as a strike-through Recommended Retail Price making the savings visible on the product detail page. Displaying the RRP when you are offering a price that is below it, will help customers understand the value of your offer, which may help to increase conversion.
If you do not have a ready-to-provide list price, Amazon suggests that a possible value could be the first price at which you have offered or will be offering the product. You can also provide a value of 0 to indicate that you do not have a list price.
Here you can view a copy of the wording of Amazon’s e-mail regarding the matter:
| New requirement for list prices starts June 30 Hello, You are receiving this email because you have previously added offers for certain product types that commonly include list prices. Beginning June 30, 2023, we will require the “List price” (also referred to as a Manufacturer’s Suggested Retail Price) attribute to be completed for these product types. Your existing offers will not be affected by this change. Rather, when you create a new item listing, or when you edit an existing listing, you will see a prompt to fill out the “List price” attribute. If you do not have a ready-to-provide list price, a possible value could be the first price at which you have offered or will be offering the product. You can also provide a value of 0 to indicate that you do not have a list price. For more information, go to “Product type and attributes”: https://sellercentral.amazon.com/gp/help/GYV2F6WS9N9FDYD9 You can download the full list of impacted product types from the following link: https://m.media-amazon.com/images/G/01/Product_Types_Requiring_List_Price/Product_Types_Required_List_Price.xlsx For more information on how Amazon uses list prices, go to “Show a reference price on your products by providing a List Price”: https://sellercentral.amazon.com/gp/help/G27XM55CQM3SBMD2 The Amazon Services team |
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