Introduction

Strike-through pricing on Amazon is a powerful way to highlight discounts, making your products stand out and encouraging customers to buy. By displaying a higher “list price” with a line through it next to a lower “sale price,” you create a sense of savings and urgency. However, achieving this effect requires careful planning and compliance with Amazon’s policies. In this guide, we’ll walk you through how to set up strike-through pricing effectively and ethically.

What is Strike-Through Pricing?

Strike-through pricing shows a higher reference price (e.g., $49.99) crossed out next to a discounted sale price (e.g., $39.99). This visual cue signals a deal, often accompanied by badges like “Lowest Price in 30 Days.” Amazon uses strict rules to ensure discounts are genuine, based on your product’s sales history and competitor pricing.

Step-by-Step Guide to Set Up Strike-Through Pricing

Here’s how to implement strike-through pricing on Amazon while staying compliant with their Fair Pricing Policy.

1. Understand Amazon’s Requirements

  • You must be a Professional Seller (Individual plans don’t support strike-through pricing).
  • The list price should reflect a price at which you’ve made substantial sales in the last 30 days.
  • The sale price must be at least 5% lower than the reference price or the lowest price in the past 30 days.

2. Set Up Pricing Manually in Seller Central

  1. Log in to Seller Central and go to Manage Inventory.
  2. Select your listing and click Edit > Offer tab.
  3. Enter a higher List Price (the reference price) and a lower Sale Price.
  4. Specify Sale Start Date and Sale End Date to create a time-limited discount.
  5. Save changes. The strike-through should appear within 24 hours if compliant.

3. Use a Flat-File Update for Multiple Listings

For efficiency, especially if managing multiple products, use a flat-file update:

  1. Download the Inventory File Template from Seller Central (Inventory > Add Products via Upload).
  2. Fill in columns for SKU, List Price, Sale Price, Sale Start Date, and Sale End Date.
  3. Upload the file to apply changes across all listings. Ensure correct formatting to avoid errors.

4. Best Practices for Success

  • Offer Genuine Discounts: Ensure the sale price is truly lower than recent prices to avoid suppression.
  • Create Urgency: Use 7-14 day sales to encourage quick purchases.
  • Combine with Coupons: Stack discounts with Amazon coupons for greater visibility.
  • Monitor Competitors: Use tools like Keepa to track competitor prices and stay competitive.
  • Validate with Sales: Make a few sales at the list price (e.g., via PPC ads) to establish a legitimate price history.

5. Leverage Amazon’s Tools

Use the Price-Discounts Dashboard in Seller Central to create and track time-limited discounts. Alternatively, third-party repricing tools like Repricer or Dealavo can automate price adjustments while maintaining profit margins.

Warning: Avoid artificially inflating list prices to exaggerate discounts. Amazon’s algorithms detect manipulative pricing, which can lead to listing suppression or account penalties. Always comply with the Fair Pricing Policy.

Why It Works

Strike-through pricing taps into customer psychology by highlighting savings, boosting conversions, and improving your search ranking when paired with competitive pricing. By using flat-file updates and legitimate sales history, you can scale this strategy across multiple listings efficiently.

Conclusion

Setting up strike-through pricing on Amazon is a proven way to attract customers and increase sales, but it requires careful planning to stay compliant. By following the steps above—whether manually or via flat-file updates—you can highlight genuine discounts and compete effectively. For more e-commerce tips, subscribe to MikesBlogDesign or check out our other posts!