Overview

Amazon has rolled out a new “Pricing Status” column on the Manage Inventory page, giving sellers an at‑a‑glance view of how their listings stack up against internal and external price benchmarks. The feature debuted in early March 2024 and is designed to streamline price adjustments, especially for sellers chasing the Featured Offer (formerly Buy Box). By surfacing competitive data directly in the inventory grid, Amazon hopes sellers can react faster to market shifts and keep their offers price‑competitive without leaving the inventory screen.

Key Points

• Pricing Status column added — The column appears beside each SKU in Manage Inventory, showing a color‑coded indicator (green, yellow, red) that reflects how the seller’s total price compares with key benchmarks.
• Benchmark data displayed — Sellers see three reference points: the current Featured Offer price on Amazon, the lowest price found on major off‑Amazon marketplaces, and a “reference price” derived from recent sales velocity.
• One‑click price matching — A “Match” button sits next to each benchmark, allowing sellers to copy that price (including shipping) to their own listing with a single click.
• Total price comparison — Amazon adds the shipping charge to the item price for every comparison, ensuring the displayed figures represent the actual cost a buyer will pay.
• Featured Offer guidance — The column includes a short tip suggesting that the seller’s price + shipping should be equal to or lower than the lowest benchmark to improve the chance of winning the Featured Offer.
• Real‑time updates — Benchmark values refresh every 15 minutes, giving sellers near‑real‑time insight into price movements across the marketplace.

How Pricing Status Works

1. Column activation — Sellers navigate to Manage Inventory, click the “Settings” gear, and select “Add/Remove Columns.” After checking “Pricing Status,” the new column appears on the right side of the inventory table.
2. Benchmark calculation — Amazon pulls the current Featured Offer price from its internal algorithm, scans partner marketplaces (e.g., Walmart, Target) for the lowest external price, and computes a reference price based on the last 30 days of sales for the same ASIN. All three numbers are summed with the seller’s shipping cost to produce a total price for each comparison.