My list price has always been the same, but Amazon suddenly lowered it which made my percentage-off discount much smaller during a deal.
Did this happen to you too? How did you fix it or get Amazon to correct the list price?
Thank
Yes. This can happen if anyone else lists the same ASIN with a lower price, even on a different Amazon marketplace.
Yes, this is a common issue on Amazon. Sometimes Amazon automatically adjusts the List Price (MSRP) based on recent sales history or market data, which causes the percentage-off discount to appear smaller.
Yes, this happens all the time, Amazon often auto-adjusts the list price/reference price (the RRP) based on what they call “external and historical pricing signals,” and it can override whatever you manually entered even if you never changed anything.
Their system compares your stated list price against the typical selling price on Amazon, competitor sites, and even your own past pricing, and if they think your RRP is too high relative to the market, they suppress it or replace it with what they consider a “validated” reference price. When that happens, the strike-through discount becomes tiny or disappears altogether, which is exactly what you’re seeing.
Unfortunately, you can’t just “fix” it by editing the listing, the system will ignore your update unless Amazon believes the RRP is credible. A few things sellers try: first, temporarily raising your actual selling price for a few days so Amazon recalculates the typical price and sometimes restores your intended list price later.
Second, submitting a case under “Product Page Issue → Other product page issues” and asking for a manual review of the reference price, though success is hit-or-miss.
Third, running a coupon or voucher instead of relying on list-price discounts, because those don’t depend on Amazon accepting your RRP. In short, yes, it happens to many sellers, and the only reliable workaround is to focus on promos Amazon doesn’t auto-adjust, since reference prices are ultimately controlled by Amazon’s pricing algorithm.