Reference or Strike-Through Pricing on Amazon: How to monitor sellers on this marketplace

What is a reference or strike-through price on Amazon, and how to use it

Amazon provides various reference, or strike-through prices, for its promotional products, to help sellers and buyers compare and make informed decisions. They usually appear crossed out below the current price and next to the discount percentage and can show the RRP or list price, was price, one-time price, or new price.  

Any seller or brand that wants to improve its positioning and competitiveness in this marketplace needs to know these reference prices. We explain them one by one. 

• RRP (Recommended Retail Price) or List Price 

This is the suggested or recommended retail price of a product set by the manufacturer. It is also known as the Manufacturer’s Suggested Retail Price, or MSRP. Amazon only displays it if the price on Amazon - or at least the price of one of the sellers within the platform- is the same as or higher than the RRP or List Price.

• Was price

This represents the average price paid by customers, excluding promotions. This price is crucial to understanding buying trends and adjusting pricing strategies to compete effectively.

• One-Time Price in Subscribe and Save

This is the price charged for an individual purchase of a product within the Subscribe and Save program.

This is usually crossed out next to the reduced price offered for the regular subscription, thus showing the amount the consumer saves by choosing the repeat purchase instead of a one-off purchase

• New price

This is the price at which a new product is sold. It is shown as a reference for almost-new, refurbished or second-hand products sold on Amazon. 

These reference prices are seen throughout Europe. In the USA, the Bundle List Price and the Lowest Price in XX Days are also shown. 

• Bundle List Price

This is similar to the RRP or List Price, but for bundle products, which are common in the USA. i.e., it is shown when the prices applied on the platform are the same as, or higher than, the total list prices of the products had they been sold individually. For example, a bundle of a Nintendo Switch with a video game costs $300, but the RRP of the game and console sold individually amounts to $350.  

• Lowest Price in XX Days

The Lowest Price in XX Days indicates that the current price is the same as, or less than, the lowest featured offer price for this item sold on Amazon during the last X days (e.g., 30 days).
 

Advantages of Amazon reference pricing or strike-through pricing

Amazon reference or strike-through prices offer several advantages for sellers and buyers, including:

• Transparency in savings: Showing the original price next to the current price allows customers to clearly see the discount applied, incentivizing the purchase.
• Increased customer loyalty: Displaying discounts based on authentic reference or list prices strengthens the seller’s credibility and trustworthiness. 
• Competitiveness in the market: Using reference pricing helps to position products more attractively against the competition, highlighting the available offers.
• Boosts the perception of value: Customers perceive that products with visible discounts are worth more, which can speed up the purchase decision.
   

How to monitor competitors’ prices on Amazon

In the competitive Amazon market, knowing all the reference or list prices on the marketplace is not enough. To ensure competitiveness, you must monitor your competitors’ or sellers’ prices. Advanced tools are needed to track and respond to price changes in real-time. 

If you’re looking for a tool that allows you to monitor your competitors’ prices on Amazon to implement the most effective pricing strategies at all times, you need to look at Minderest’s Amazon Price Comparison tool. This solution is designed to help companies adapt to the constant price changes on Amazon, optimize their sales strategies and improve their competitiveness in the world’s largest marketplace.