How to Use Amazon List Price to Highlight Savings & Boost Conversions

One of the most powerful ways to make your Amazon listings more compelling is through reference pricing. In particular, the Amazon List Price can help show potential customers what kind of value they’re getting — and highlight how much they’re “saving” when your offer price is lower.

What Is a Reference Price?

A reference price is essentially a benchmark or comparison price. Amazon uses this to give shoppers a sense of value. When done correctly, it builds trust and emphasizes the discount in a meaningful way.

There are two primary types of reference prices on Amazon:

List Price: The manufacturer’s suggested retail price (often called MSRP), provided by manufacturers or sellers.
Typical Price: A dynamically calculated price based on the median amount customers have paid over a recent period (usually 90 days).:contentReference[oaicite:0]{index=0}

What Is a Strikethrough Price?

A “strikethrough price” is simply the visual representation of a reference price — crossed-out, typically smaller text, and shown next to a lower offer price. This is how Amazon displays either the List Price or the Typical Price to shoppers.:contentReference[oaicite:1]{index=1}

By showing a higher reference price (strikethrough), Amazon allows your offer to look more attractive and drives home the idea of a deal — leveraging what marketers call the “anchoring effect.”:contentReference[oaicite:2]{index=2}

Why Reference Prices (Especially List Price) Matter for Sellers

Reference prices are more than just a marketing trick — they play a real role in how customers perceive value and make purchase decisions. Here’s why List Price is important:

Builds Trust: People are more likely to buy when they can clearly see how much they’re saving.
Improves Conversion: Seeing a discount can increase urgency and click-through rates.
Better Positioning: Using a legitimate List Price (MSRP) helps position your product as a valuable deal, not just a random low price.
Policy Compliance: Amazon validates a suggested List Price against real sales and competitor data, helping to ensure authenticity.:contentReference[oaicite:3]{index=3}

How to Suggest or Update a List Price

If you want Amazon to show a List Price for your ASINs, here’s how to do it correctly:

For a Single Product

Log in to your Seller Central account and go to Inventory > Manage All Inventory.
Find the product you want to update, click the three dots next to it, and choose Edit listing > Offer. Make sure the “All attributes” view is on.
Locate the List Price field (its location may vary by category) and enter your suggested value.:contentReference[oaicite:4]{index=4}
Click **Save and finish** to submit your change.

For Multiple Products (Bulk)

In Seller Central, go to Catalog > Add Products > Spreadsheet option.
Download the appropriate inventory template (Update Product Details type).
Open the spreadsheet, locate the “List Price” column in the Offer section, and provide your new suggested list prices.:contentReference[oaicite:5]{index=5}
Save the file, then upload it back through the “Upload file” option.
Keep a backup of the file — it’s useful for future updates.

Best Practices for Setting Your List Price

To make the most of List Prices on Amazon, follow these recommended best practices:

Use Realistic Values: Your List Price should reflect a genuine retail price — it’s often tied to MSRP or real-world sales.:contentReference[oaicite:6]{index=6}
Keep It Updated: Make sure your suggested List Price is current. Stale or inflated list prices reduce trust and may be rejected.:contentReference[oaicite:7]{index=7}
Avoid Artificial Inflation: Listing a very high List Price just to make your offer look like a “big discount” is risky. Amazon validates your number against other sellers’ list prices and external market data.:contentReference[oaicite:8]{index=8}
Suggest Updates:** When MSRP changes or market conditions shift, update your List Price accordingly to maintain accuracy.:contentReference[oaicite:9]{index=9}

Understand Amazon’s Validation: If the List Price doesn’t seem accurate or violates policy, Amazon may remove or decline to display it.:contentReference[oaicite:10]{index=10}

Common Seller Questions About List Prices

Q: What’s the difference between offer price, list price, and sale price?

A: The offer price is what your customers actually pay. The list price is your suggested retail or MSRP — a benchmark. A sale price is a temporary discounted price, often used in promotions.:contentReference[oaicite:11]{index=11}

Q: Do I have to provide a List Price for my products?

A: No, it’s not strictly required. But providing a List Price can result in the strikethrough “you save” display, which can improve conversions.:contentReference[oaicite:12]{index=12}

Q: Can I set the List Price to zero?

A: Yes — some sellers use “0” to indicate that there is no meaningful list price.:contentReference[oaicite:13]{index=13}

Q: Why isn’t my List Price showing up on the product page?

A: There are a few reasons. Amazon may not consider your suggested List Price valid, or it may not meet their display criteria (like being consistent with market data).:contentReference[oaicite:14]{index=14}

Why Using a List Price Can Boost Your Amazon Business

When used properly, List Prices are more than just a “strikethrough gimmick.” They serve as a credible anchor point that helps customers understand your product’s true value. This can lead to:

Higher Engagement: Savings messaging draws attention and increases click-throughs.

Improved Trust: Transparent, realistic List Prices build confidence in your pricing strategy.

Better Conversion: Seeing that they’re getting a deal can push customers toward purchase.

Competitive Advantage: If your List Price is well-chosen, you may outperform competitors who don’t use reference pricing.

Final Thoughts

Setting a thoughtful Amazon List Price is a smart strategy for any seller wanting to highlight value and boost conversions. While it isn’t mandatory, when done correctly, it helps customers see how much they’re saving — and it can give your offer greater visibility and trust.

Here’s what you should do next:

Review your catalog and decide which SKUs are good candidates for having a List Price.

Suggest or update your List Prices in Seller Central (either individually or via spreadsheet).:contentReference[oaicite:15]{index=15}

Monitor your pricing performance — look at click-throughs and conversions to see how the savings messaging affects sales.

Keep your list prices realistic and up-to-date, based on MSRP or real sales data.

If you need help determining your List Prices or want to optimize your pricing strategy on Amazon, Your Brand is here to support you every step of the way. Let’s make your offers shine and maximize your conversion potential.