Overview

Amazon tracks how your product prices compare to those offered by major retailers outside the Amazon marketplace through a metric called price competitiveness. This metric directly influences your customer experience performance score and carries a 95% excellence benchmark that sellers are expected to meet or exceed. Understanding how this metric is calculated and what tools are available to maintain competitive pricing is essential for protecting your account health and maximizing visibility.

Key Points / What Sellers Need to Know

• 95% excellence benchmark — Amazon expects at least 95% of your page views to be associated with competitively priced products. Falling below this threshold can negatively impact your customer experience performance rating.
• External price comparison only — The competitive price is determined by comparing your listing against the lowest price found at other reputable retailers outside Amazon, not against other Amazon sellers.
• Page-view weighted — Products with higher traffic have a greater impact on your overall score, meaning your best-selling items carry the most weight in the calculation.
• Two-day data delay — The metric updates with a two-day lag, though the reference price used for comparison is updated in real time.
• Inactive products excluded — ASINs that are out of stock or inactive are not factored into the calculation, so your score only reflects products currently available for purchase.

How the Metric Is Calculated

The price competitiveness percentage is calculated at both the ASIN level and the brand level. At the ASIN level, Amazon divides the total number of page views where your product had a competitive price by the total page views that include both competitive and uncompetitive prices. For example, if a product received 1,831 total qualifying page views and 1,603 of those had a competitive price, the ASIN-level score would be 87.55%. The brand-level score aggregates this data across all of your ASINs, summing competitive page views and dividing by total page views across the entire catalog. In one illustrative scenario, a brand with three ASINs totaling 47,198 competitive page views out of 52,448 total would have a brand-level score of 89.99% — still below the 95% benchmark. If Amazon cannot find comparable pricing at other major retailers for a given product, both competitive and uncompetitive page view counts may register as zero, effectively excluding that product from the calculation.