Pricing tells a story. When the story is clear, shoppers understand value and convert more often; when it is fuzzy, they hesitate and your margins suffer. List Price and other reference prices exist to make value explicit. This article reframes Amazon’s guidance in a seller-first way: what each reference price means; when and why Amazon shows the strikethrough; how to suggest or update a List Price correctly; and how to keep your Account Health safe while you improve conversion.
Table of Contents
Reference prices on Amazon: what they are and how they display
Reference prices are benchmarks that help customers see potential savings versus today’s offer price. On Amazon you will most often encounter List Price and Typical Price; both can render as a strikethrough next to the current offer.
Quick definition recap
• Offer Price: the price a buyer pays today.
• List Price: suggested retail price (often MSRP/RRP) provided by a manufacturer; vendor; or seller; validated by Amazon for credibility.
• Typical Price: Amazon-computed median of prices actually paid in the last 90 days; excludes short-term promos.
• Strikethrough: the visual treatment of a reference price; shown smaller and crossed out to anchor savings.
Where shoppers see strikethrough prices
Strikethroughs may appear on the homepage; in search; and on product detail pages (PDP). They are comparison points; not guarantees; and visibility can vary by locale and device.
List Price vs Typical Price: definitions, math, and use cases
The two validated reference prices serve different purposes. Use them appropriately to set expectations without misleading buyers.
| Reference type |
Who sets it |
How it is determined |
Where it shows |
Best for |
Pitfalls to avoid |
| List Price |
You; brand; or vendor; then validated by Amazon |
Suggested retail price supported by recent substantial sales intentions or evidence |
PDP; search; sometimes home modules |
Clear value framing when MSRP/RRP is recognized |
Inflated or stale MSRP; wrong region reference; using it as a proxy for a sale |
| Typical Price |
Amazon |
Median of buyer-paid prices over 90 days; excludes limited-time promos |
PDP and other placements |
Transparent anchor on stable ASINs with consistent sell-through |
Expecting it to move instantly after short promos |
| Was Price |
Amazon |
Derived from past offer history |
Savings widgets; PDP copy |
Communicating historical price context |
Treating it like a user-editable field |
| Offer Price |
You |
Your current selling price |
Everywhere |
The number that actually converts |
Ignoring margin when stacking incentives |
Narrative example
A brand publishes an MSRP of $49.99 for a new shaver. You suggest that value as List Price and launch at $39.99. Search results now show $49.99 crossed out; $39.99 as today’s price; and a clear You save message. After 90 days of consistent sales between $37.99 and $41.99; Amazon may also compute a Typical Price near $39–$40; reinforcing the anchor without any manual input.
When List Price helps most
• Products with recognizable MSRP/RRP
• Seasonal pushes where you want clear value framing
• Premium items where a truthful anchor prevents a race to the bottom
Turn post purchase momentum into reviews. If List Price framing and incentives lift your sales; capture that demand with
SellerMagnet Review Request. Automate compliant requests with a
blacklist rule; or trigger
one click sends when needed; so you build rating density and sustain conversion without manual workload.
Suggesting or updating a List Price: single SKU and bulk
You can provide a suggested List Price for eligible products. Amazon will reconcile multiple suggestions across selling partners and will show the value only if it passes validation and meets savings thresholds.
Single-SKU update (Seller Central)
- Go to Inventory → Manage All Inventory.
- Find the product; open Edit listing; switch to the Offer tab and enable All attributes.
- Enter the List Price value in the relevant field for your category.
- Save and finish; then monitor the PDP to confirm if the strikethrough renders.
Bulk update (inventory files)
- Navigate to Catalog → Add Products; choose Spreadsheet → Download blank template.
- Under Update Product Details select Get product template and generate the spreadsheet for your store; language; and product types.
- In the Offer section (red-shaded columns) populate the List Price field.
- Upload on the List Your Products → Spreadsheet tab and keep a backup for future edits.
Operational tips
• Keep dated MSRP/RRP proofs: brand catalogs; price sheets; or screenshots.
• Align to region: US MSRP is not EU RRP.
• Review quarterly: if the market shifts; update or remove the List Price to stay credible.
• Learn more: providing a List Price → https://sellercentral.amazon.com/gp/help/external/GU7Q2X52ZKQ3WENW
Validation signals Amazon checks before showing the strikethrough
Amazon validates suggested List Prices against store sales and external competitors. If a value looks inaccurate or misleading; it will be hidden or edited.
Signals that help visibility
- Offer history consistent with the reference value.
- Clean catalog data: brand; GTIN; pack; and condition match.
- Alignment with reputable retailers for the identical item.
Signals that hurt visibility
- Reference far above prevailing market or your recent pricing.
- Old MSRP copied from a prior model; wrong region; or different pack size.
- Using List Price to simulate a sale when there is no credible anchor.
Remember
Strikethrough is a display outcome. Suppression is not a penalty by itself; it is a signal that the anchor does not pass today’s checks. Fix the cause; do not try to force the render.
For policy details and guardrails; review
Amazon Marketplace Fair Pricing Policy and
Amazon policy on reference prices; they define acceptable anchors; validation expectations; and enforcement actions.
Risks, policy pitfalls, and how to stay compliant
Misuse of reference prices damages trust and can lead to enforcement or reduced visibility. Keep your anchors truthful and current.
Avoid
• Inflating List Price to exaggerate savings.
• Treating List Price as Was Price; they are different concepts.
• Leaving stale anchors after cost or assortment changes.
• Using US MSRP in markets that expect RRP.
Account Health considerations
Misleading price displays can raise negative feedback and A-to-z claims. Review pricing policies; watch for PDP changes that remove strikethroughs; and keep documentation ready for audits.
Align repricing with credible references. If you are a
reseller fighting for the
Featured Offer; set minimum margin stops; floor and ceiling logic; and competition rules in the
SellerMagnet Amazon Repricer so your
Offer Price stays consistent with a verifiable List Price. If you are a
private label brand; use dynamic strategies tied to demand; inventory cover; and event calendars; avoiding price swings that would undermine reference validity.
FAQ (seller-friendly Q&A)
Offer Price is today’s selling price. **List Price** is a suggested retail value (often MSRP/RRP) that Amazon may show as a strikethrough if it passes validation.
Amazon likely reconciled suggestions and found the anchor **no longer credible**. Check recent sales levels; competitor references; region; and pack equivalence.
Often yes. It clarifies savings and sets expectations. Results are strongest when the MSRP is well known and your PDP content is clear.
No. Amazon computes it as the **median** buyer-paid price over **90 days** excluding short promos.
Review at least **quarterly** or when brands update MSRP; remove or revise anchors that are no longer representative.
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