Amazon's fake discount crackdown: List Price rules tighten April 23 - PPC Land
Amazon tightens List Price (was/now stricter) rules effective April 23, cracking down on inflated reference prices used to manufacture fake discounts. Sellers who pad List Prices to show larger strikethrough savings will lose that pricing display and risk suppression.
Listings that rely on an inflated List Price to show a dramatic strikethrough discount will lose their visual discount badge — directly hurting conversion rates on price-sensitive ASINs. Audit your catalog now: pull the Manage Pricing report in Seller Central and flag any ASIN where List Price exceeds recent sales price by more than 20-30%.
Amazon is tightening price integrity enforcement, a trend mirroring FTC scrutiny of deceptive reference pricing. Sellers dependent on psychological discount displays must shift toward legitimate promotional mechanics or face suppressed buy boxes.
Go to Seller Central > Manage Pricing > filter by 'List Price' -- if your List Price hasn't been validated by recent sales data or competitor pricing, remove or correct it before April 23 to avoid losing your strikethrough discount display.
Set a calendar task for April 14 to re-check high-velocity ASINs using the 'Price Health' dashboard; adjust promotional pricing strategy to rely on coupons or Lightning Deals instead of List Price inflation.
Bottom Line
Fake strikethrough discounts end April 23 — fix List Prices now.
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Official Platform Update
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Fake strikethrough discounts end April 23 — fix List Prices now.
Key Stat / Trigger
April 23 enforcement deadline for List Price validation rules
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This briefing is based on reporting from Google News - Amazon Seller Central. Use the original post for full primary-source context.
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