Latest update from Amazon as of Oct 30, 2025
Hello Partner,
As you prepare for the holiday season, we want to ensure you have the information needed to run successful promotions. This is a reminder about the Was Price requirements for most promotions, including during major events like White Friday sales. To ensure our shared customers receive meaningful savings and see reliable discount displays, nearly all promotions require a minimum discount on a product’s Was Price.
The Was Price is the median price customers have paid for a product over the last 90 days. It’s important to note that if a product is frequently on promotion, those promotional prices are included in the calculation.
For example, consider earbuds selling at $39.99 that had sales on 40 days within a 90-day period, and the earbuds were discounted (using a coupon, deal, or price discount) to $29.99 for 30 of those days. The Was Price would be $29.99 since promotional sales represent a significant portion of the total. The Was Price is dynamic and will change over time as a product’s pricing history evolves.
We recommend that you check your product’s reference price before setting up new promotions.
To review your promotions and suggested pricing adjustments, go to your Deals, Price Discounts, or Coupons Dashboards.
To learn more, go to Amazon policy on reference prices, Frequently asked questions about reference pricing and promotions, and Troubleshooting suppressed and active Deals.
Thank you for partnering with us this holiday season.
The Amazon Services Team
