Amazon Policy on Reference Prices

Reference prices

In many product categories, you have the option of providing a recommended retail price (RRP) or a manufacturer’s suggested retail price (MSRP) which is the recommended or suggested retail price of a product set by the manufacturer. Providing an RRP will help customers understand the value of your offer. This RRP may be displayed in several places, including the product detail pages and search results for your products, to show savings to our customers.

• The RRP that you provide must represent the price applied by you or other retailers or sellers outside of short-term discounts for the product in question.
• You also are responsible for ensuring that the RRP you provide to us remain current.

If you do not have an RRP that meets these criteria, provide a value of 0 when adding a new product. If Amazon cannot verify the list price that you provide, we may not use it.

If we consider that an RRP or saving message displayed is misleading to customers, we reserve the right to stop displaying the RRP at any time to protect our customers.

Other reference prices

A Was price may display in several places, including the product detail page, the deals page and search results for your products, to show savings to customers. The Was price is determined using historic prices paid by customers for the product on the Amazon store, excluding sale prices.

Duration of discounts

Your discounts must respect any legal minimum and maximum durations. For some of our EU stores, this is a maximum of 30 calendar days. Allow intervals between discounts to ensure a good customer experience.