Overview

Amazon allows sellers to provide a List Price on their products, which can appear as a strikethrough price alongside discount messaging on product detail pages. This feature helps communicate value to shoppers by showing them how much they're saving compared to the suggested retail price. Understanding how to set and maintain accurate list prices is an important part of optimizing your listings for conversions.

Key Points / What Sellers Need to Know

• List Price is a strikethrough pricing tool - When displayed, it appears crossed out next to your current offer price, showing customers the discount they're receiving on your product.
• It represents the manufacturer's suggested retail price (MSRP) - Your List Price should reflect the suggested retail price provided by the manufacturer, supplier, or seller. In the US marketplace, this is equivalent to the product's MSRP.
• Amazon validates List Prices before displaying them - Submitted list prices are checked against recent sales history and external competitor pricing to ensure accuracy. A list price that doesn't pass validation won't be shown to customers.
• Your offer price must be lower than the List Price - For the strikethrough pricing to appear, your current selling price needs to be below the List Price, and the List Price must reflect a price at which substantial recent sales have occurred.
• You can submit a value of zero - If you don't have a List Price for a product, you can enter zero to indicate that no MSRP is available rather than leaving the field blank.
• Amazon sends monthly reminders - Sellers receive automated emails prompting them to add or update list prices for ASINs where the data is missing or couldn't be validated.

How to Update List Price for a Single ASIN

To set or change the List Price on an individual product, navigate to Seller Central and go to your inventory management page by selecting the "All Inventory" view. Locate the SKU or ASIN you want to update, hover over the three-dot menu, and select the option to edit the listing. Within the listing editor, make sure the "More Attributes" section is enabled so that all available fields are visible. Look for the List Price field, which may appear under different names or in different positions depending on your product category and marketplace. Enter your value, then save and finish. The naming convention and field placement can vary across stores and product types, so you may need to look through the available attributes carefully.