In the competitive world of Amazon selling, setting the right price for your products is crucial to attracting customers. One of the best ways to highlight the value of your offers is by utilizing Amazon List Prices and strikethrough pricing. These tools not only show customers the savings they’ll get but also help build trust and increase conversions.
In this blog, we’ll walk you through how Amazon’s List Price system works, why it matters, and how you can use it to stand out from the competition.
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What is a List Price?
A List Price is a reference price that helps customers compare your product’s offer with the original retail price, often the manufacturer’s suggested retail price (MSRP). When Amazon displays the List Price alongside your actual offer price, customers see the savings they’ll get from buying from you.
This strikethrough price makes it easy for customers to see how much they’re saving and encourages them to make a purchase.
Why List Prices Matter for Sellers
List Prices help set clear expectations for customers about the value of your product. By displaying savings through strikethrough pricing, you:
- Increase visibility: Products with clear savings often rank higher in search results.
- Boost trust: Customers are more likely to buy when they understand the value they’re getting.
- Drive conversions: The “anchoring effect” means seeing a higher List Price next to your offer price can influence customers to buy faster.
How to Suggest a New or Updated List Price
You can suggest a List Price for your products directly in Seller Central. Make sure to keep it consistent with recent sales data, and avoid inflating the price to make savings seem larger than they are.
Follow Amazon’s pricing guidelines to ensure your List Price is accepted, and avoid potential penalties.
Best Practices for List Prices
- Use real, recent data when setting a List Price.
- Keep the price consistent with the manufacturer’s suggested retail price (MSRP).
- Don’t inflate prices to make discounts look better — this could get your listing flagged.
Amazon’s List Price strategy is a powerful tool to drive sales and customer trust. Make sure you’re leveraging strikethrough pricing to highlight the savings your customers are getting.
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