Our List Price is no longer showing after the Black Friday/Cyber Monday deals. I reached out to Support already, but they told me we’d need to lower the List Price and match it with the current “Your Price.”
Has anyone dealt with this before?
Thanks so much!
This happens a lot after Amazon runs big promos, the system hides the List Price until it re-validates that the price is truthful and not inflated after a sale period.
To make it visible again without lowering it, make sure the List Price meets Amazon’s criteria:
• It must be a real, recent selling price (Amazon checks historical data).
• It must match what customers could reasonably find elsewhere.
• Your “Your Price” can’t be too far below it for too long.
Usually the List Price returns automatically once Amazon’s system re-verifies your pricing history.
If you want, I can look at your product pricing structure and tell you exactly what to adjust so the List Price shows again safely.
Are you selling on other marketplaces with lower price? If yes, this is because of it.
Amazon hides List Price when it no longer meets its internal “reference price” rules. To restore it without lowering, re-establish a justified List Price: submit MSRP proof (catalogs, invoices, brand site), ensure consistent pricing across channels, and wait for Amazon’s automated review.
I’ve seen this happen quite often after big promo periods like BFCM, so you’re not alone.
In most cases it’s not a “bug” and not really about Buy Box either. Amazon hides the List Price when it no longer trusts it as a valid reference price. That usually happens if:
– the discounted “Your Price” ran for too long
– Amazon detected a lower price history (on Amazon or off-Amazon)
– or the List Price can’t be validated against a consistent MSRP/reference
If you don’t want to lower it, the only real way back is to re-establish the reference price, not force it. That means consistent pricing across channels and, if needed, submitting MSRP proof so Amazon can re-evaluate it on their side.
Unfortunately Seller Support won’t manually flip it back — it’s mostly an automated pricing trust issue.