Overview

Amazon’s reputation for low prices can be a double-edged sword for vendors. When you sell to Amazon as a first-party (1P) vendor, you don’t control the retail price Amazon sets – yet that price directly impacts your brand’s value and other sales channels.

If Amazon slashes the price, every other retailer and distributor is watching, and your premium brand can suddenly look like a bargain-bin item. In a recent Marketplace Masters webinar, host Paul Sonneveld (Co-Founder & CEO of MerchantSpring) and expert guest Josh Cowan (Sales Director & Sr. Account Manager at Intero Digital) unpacked how vendors can influence Amazon’s retail pricing without breaking the rules.

This article synthesises their insider insights into a clear strategy playbook for Amazon agency professionals and brand executives. We’ll explore why Amazon retail pricing matters, how Amazon’s pricing algorithm works, and – most importantly – actionable strategies to protect your brand’s value, profitability, and channel relationships in the face of Amazon’s dynamic pricing.

Why Amazon Retail Pricing Matters for Vendors

Amazon’s retail price for your product isn’t just another number – it’s the reference price for the entire market. Two big reasons make Amazon’s pricing crucial for vendors:

• Multi-Channel Impact: Everyone else is watching Amazon’s price. Competing retailers, distributors, and even consumers in a physical store will check Amazon to see what your product costs. If Amazon is selling it for less, brick-and-mortar stores and other e-commerce sites may feel pressure to match or beat that price. An aggressive Amazon discount can trigger a cascade of price cuts across your retail channels, shrinking margins everywhere. In essence, Amazon often sets the price ceiling (or floor) for your product market-wide.
  
  
• Brand Value & Perception: Deep discounts can devalue your brand. Premium brands rely on consistent pricing to signal quality. If a $100 MSRP item is consistently available on Amazon for $60, it erodes the perceived value. Josh notes that heavy discounting “signals a lack of value” – no brand wants to be seen as cheap or always on sale. Maintaining a strong retail price helps preserve your brand’s positioning and consumers’ willingness to pay. In a perfect scenario, you’d have one harmonised price across all channels, reflecting the product’s true worth.
  
  

In summary, Amazon’s retail pricing matters because it drives pricing equilibrium and brand image across all sales channels. Vendors who ignore Amazon’s price do so at their peril – it can upset partners and tarnish your brand. Next, we’ll examine how Amazon arrives at that all-important price, and why it so often undercuts expectations.

How Amazon’s Retail Pricing Algorithm Works

Amazon famously operates on slim margins and automated pricing. Especially for 1P vendors, Amazon uses a dynamic algorithm to set and adjust retail prices – no human buyers manually tweaking tags day-to-day. Understanding the key inputs of Amazon’s pricing algorithm can help vendors anticipate changes and respond strategically. While the exact formula is a closely guarded secret (even Amazon vendor managers don’t see the full code), here’s what we know:

• Price Matching (≈95% of cases): Most of the time, Amazon is a price follower, not a price leader. The algorithm continuously scans for the lowest prices for your product and matches them. It monitors internal Amazon offers (third-party sellers on the marketplace) and external major retailers. For example, if large competitors like Walmart, Target, Dick’s Sporting Goods, or other category-specific retailers drop their price, Amazon’s system may automatically match that lower price. Importantly, Amazon usually ignores small mom-and-pop websites – it focuses on big players that could affect where customers shop. This price-matching mandate is why your product’s lowest advertised price anywhere becomes the de facto Amazon price.
  
  
• Overstock & Sell-Through (OIH): If Amazon overestimates demand and buys too much inventory, it can trigger an overstock price reduction. Internally Amazon flags this as “OIH” (overage on hand). For instance, after a slower-than-expected Prime Day promotion, Amazon might be sitting on 90 days’ worth of stock for your ASIN. The algorithm will temporarily drop the price to spur sales velocity and clear excess units. Once inventory levels normalize relative to the forecast, the price often bounces back up. However, during the markdown, your brand value can take a hit – and other retailers definitely notice the cut-rate price.
  
  
• Cost-Based Adjustments: In some cases, Amazon will lower the price simply because it’s making “too much” margin on the item. Internally termed “cost plus” pricing, Amazon may see that your cost (the wholesale price they pay you) is very low relative to the current sale price, yielding above-average profit. Amazon doesn’t “need” that extra margin and prefers to offer customers a better deal, so the algorithm might reduce the price to align with category margin norms. The flip side also happens: if Amazon finds no competitive offers and your item is selling well, it might raise the price above MSRP to increase margin. This upward adjustment, though less common, has been observed in recent years on niche or unique products where Amazon faces no pricing pressure.
  
  
• Missing List Price or Other Errors: Sometimes a pricing quirk is simply due to data issues. If your MSRP (list price) isn’t in Amazon’s system, the algorithm lacks a reference and might set a seemingly arbitrary price. Always ensure your Vendor Central item data has a correct list price. Other times, odd pricing could result from bugs or a misinterpreted competitive match. In rare cases, Amazon might test promotional pricing funded by itself (e.g. small discounts to improve price perception), but generally, they seek vendor funding for deals.
  
  

In short, Amazon’s retail price is driven by competition and inventory economics. About 95% of the time, they’re matching the lowest market price. The remaining cases involve overstock clearance, margin normalisation, or data gaps. For vendors, this means if you see an unexpected price drop on Amazon, the first suspects are a cheaper competitor somewhere or Amazon trying to dump stock. With this understanding, let’s look at the challenges this price-following behaviour creates – and what you can do about it.

The “Price Follower” Effect and Vendor Challenges

Because Amazon will almost always match the lowest price in the market, any rogue discount can become your new Amazon price in a flash. This “price follower” effect poses several challenges for vendors:

• Price Erosion & Race to the Bottom: One unauthorised seller or overzealous retailer can start a domino effect. For example, a distributor unloads old inventory to a small e-commerce site at 40% off MSRP. Amazon’s algorithm detects that and drops its price to match. Now other big retailers see Amazon’s low price and panic – they lower their prices too. Very quickly, a product meant to sell at $100 everywhere is $60 on Amazon and beyond. This price erosion permanently lowers consumers’ perceived value and makes it hard to ever raise the price back up.
  
  
• Channel Conflict: Your other retail partners will not be pleased to see Amazon undercutting them. Many brick-and-mortar stores have thin margins; if Amazon’s price is lower, it can steal in-store sales or force those stores to markdown stock (hurting their profits). This strains vendor relationships. In some cases, brands have even been dropped by retailers due to chronic Amazon undercutting. Maintaining price parity or at least a predictable delta is critical to keep all channels happy.
  
  
• Margin Pressure & CRaP Risk: Amazon’s relentless low pricing can squeeze your own margins as a vendor. Amazon cares about its Net PPM (Net Pure Profit Margin) on each product – a key metric in vendor negotiations. If the retail price falls too low relative to your cost, Amazon’s margin suffers. Products that are unprofitable for Amazon are informally dubbed “CRaP” (“Can’t Realise a Profit”) and risk getting dropped from Amazon’s catalogue or seeing reduced orders. Thus, uncontrolled price drops not only reduce your brand’s ASP (Average Selling Price) but could eventually threaten whether Amazon continues to order your product at all.
  
  
• Limited Direct Control: Perhaps the biggest challenge is psychological – as a vendor, you feel powerless. Amazon explicitly forbids vendors from dictating retail prices (price-fixing laws) and will remind you that they alone set the selling price. Unlike in Seller Central (3P), where you set your own prices, Vendor Central requires a more indirect approach to influence pricing. This can be frustrating when you see your product’s price tanking, but can’t log in and just change it. However, “indirect” does not mean “impossible,” as we’ll explore with several tactics next.
  
  

The bottom line is that Amazon’s price follower model demands vendors be proactive and strategic to avoid a downward spiral. So what can you do? It turns out, vendors do have levers to pull – through distribution control, policies, and savvy negotiation – to protect their pricing power. Let’s explore those.

Controlling Distribution to Protect Your Price

The single most effective way to keep Amazon’s retail price at a healthy level is to prevent those rock-bottom competing prices from ever appearing. That comes down to controlling who sells your products and under what terms. Josh Cowan emphasises that a strong distribution and reseller policy is the cornerstone of retail price stability.

1. Streamline Your Distribution Network: It’s tempting to sell bulk orders to many distributors to boost revenue, but too many hands in the pot lead to price leaks. Distributors, by nature, focus on volume and will unload excess inventory at cut-rate prices if needed. If a distributor floods small online sellers or grey-market vendors with cheap products, those will end up on the Amazon marketplace (3P) or other sites, undercutting you. Limit the number of distributors and ensure they are trusted partners who understand your pricing expectations. The goal is to know exactly who is selling your product and where. Every additional step away from you (e.g. distributor → sub-distributor → reseller) increases the risk of an off-price listing emerging.
   
   
2. Establish a Strict Amazon Seller Policy: Make it clear in your contracts who, if anyone, is allowed to resell your products on Amazon. Many brands implement an Authorised Reseller program – a short list of entities permitted to sell on marketplaces. If you primarily sell to Amazon 1P, you might decide that no one else is allowed on Amazon without permission. Communicate this policy to all partners and include consequences for violating it (e.g. loss of supply). It may feel uncomfortable to threaten cutting off a distributor or big retailer, but “your policy is only as strong as your willingness to enforce it.” You must be prepared to act if a partner tests your resolve by breaking pricing rules. As Josh advises, “they will test you” – especially large accounts who know Amazon is the 800-pound gorilla. Stand firm early to set the tone.
   
   
3. Use a Minimum Advertised Price (MAP) Policy: A MAP policy sets a floor price for advertised promotions by your resellers (e.g. “Thou shalt not advertise below $X”). This can help maintain consistent pricing across channels. However, note that Amazon itself does not formally recognise MAP – if you mention “you’re breaking our MAP” to Amazon, you’ll get a legal rebuttal about price-fixing. The better approach is to use MAP as a tool with your other retailers and distributors to prevent those low external prices that Amazon’s algorithm would match. Make sure your MAP policy has “teeth” – e.g. escalating sanctions for violators, up to cutting off supply. And update it as needed; for instance, during holiday promotions, you might allow a temporary 20% off, but outside of that, everyone must stick to the agreed price. (Note: In some regions, MAP policies are not legal or enforceable. Always check local regulations.)
   
   
4. Build Strong Relationships & Communicate: Ultimately, getting your partners on board requires education. Explain to your distributors and retailers why maintaining an Amazon price is in everyone’s best interest. Josh points out that a majority of product searches start on Amazon even if the purchase happens elsewhere – “Amazon is kind of a gateway… a rising tide floats all boats, and it starts on Amazon,” he says. If your Amazon presence is healthy and your price isn’t being undercut, it drives confidence in your brand and can lift sales in brick-and-mortar stores, too. Help partners see Amazon not just as competition, but as a source of product discovery that can benefit them if price integrity is maintained. This perspective can transform adversaries into allies in upholding your price strategy.

By tightening your distribution channels and aligning everyone to a unified pricing strategy, you remove the fuel that ignites Amazon’s price-matching engine. The fewer surprise discounts in the wild, the steadier your Amazon retail price will be. Next, we address how to navigate conversations with Amazon itself about pricing – because while you can’t tell Amazon what to charge, you can certainly influence them with the right approach.

Minimum Advertised Price vs. Amazon’s Policy (Navigating the Conversation)

Many vendors wonder, “Can’t I just ask Amazon to honour my MAP policy?” In short, no – at least not directly. Amazon’s official stance is that it does not honour MAP, and it will reject any overt attempt to dictate retail prices. Bringing up “MAP” to your Amazon Vendor Manager will likely get you a polite legal warning. However, there are tactful ways to engage Amazon when you see price issues:

• Frame it as a Question or Concern: Instead of “You’re violating our MAP of $50,” approach your Amazon contact with a data-driven query. For example: “We noticed the ASIN’s price dropped to $45 – can you help us identify the cause? Is Amazon matching a competitor or flagging overstock?” This invites Amazon to investigate without accusing them of wrongdoing. If it’s a match, they might (informally) tell you which retailer is prompting it. If it’s overstock, this opens a discussion to adjust inventory or run a deal (more on that soon).
  
  
• Leverage Vendor Manager Relationships: If you have a dedicated Vendor Manager, build rapport and have regular business reviews. Well-prepared vendors can sometimes negotiate “price holds” or other support on key items, especially if your Net PPM is healthy and you have leverage. For instance, if Amazon’s margin on your product is above category average and you’re a significant vendor, a sympathetic Vendor Manager might use internal tools to keep the price at MSRP during a new product launch or a critical period. This isn’t guaranteed and varies by manager, but relationships matter. Always present the request in terms of mutual benefit: e.g. “Maintaining price at $100 will allow us to support Amazon with more marketing funds and drive higher sales without angering our other channels.” It must never sound like you’re demanding price-fixing – rather, you’re aligning on a strategy for growth and brand equity.
  
  
• Document and Escalate Out-of-Policy Sellers: If the low price causing Amazon to match is coming from an unauthorised 3P seller on Amazon, you have recourse. Use Amazon’s Brand Registry tools to enforce against sellers violating your policies or intellectual property. For example, if they are not honouring your MAP (even though Amazon won’t enforce MAP, you can enforce distribution agreements via cease-and-desist). In some cases, you can get listings removed if sellers violate trademark, use improper content, or sell grey-market goods. While this is more reactive, it’s part of the toolkit to shut down persistent undercutters on the platform.
  
  
• Focus on Win-Win Outcomes: Remind Amazon of the bigger picture. For instance, if Amazon keeps slashing prices, your other retailers will order less or drop the brand, meaning fewer sales overall (including for Amazon). Amazon wants selection and happy vendors, too. By emphasising brand value protection as a long-term sales strategy, you position your requests as pro-Amazon and pro-customer, not just pro-margin.
  
  

The key is to engage Amazon in a dialogue about pricing indirectly, with data and diplomacy. Many vendors have successfully gotten Amazon to lay off aggressive matching in select cases by using the right language and proving it’s in Amazon’s interest (e.g. to avoid out-of-stocks, to secure exclusive introductions of new products, etc.). Always steer the conversation toward root causes (competition, inventory, etc.) and away from “you’re pricing too low.” This collaborative approach can yield pricing stability without tripping legal wires.

Managing Inventory to Prevent Price Erosion

Even with pristine distribution control, inventory mismanagement can trigger Amazon price drops from the inside. We saw how Overstock (OIH) status will cause Amazon to mark down a product to clear inventory. Therefore, an essential part of the pricing strategy is the supply chain and inventory strategy on Amazon. Here’s how to avoid common missteps:

• Be Wary of Over-Buying Programs: Amazon may entice vendors with programs like “Born to Run” (where Amazon buys a large initial lot of a new product) or large seasonal POs. While it’s exciting to get a big order, don’t let optimism or pressure lead to massive overstock. If Amazon can’t sell through those units in a reasonable time, you’ll either get a return request or see steep discounting as Amazon tries to offload inventory. It’s better to grow steadily than to have Amazon fire-sale your product. Only commit to volumes that realistic demand can absorb, even if Amazon’s forecast suggests more. Remember, their forecasting can be wrong – and you’ll pay the price (literally) if they end up long on stock.
  
  
• Monitor Sell-Through and Forecasts: Keep a close eye on your Vendor Central reports for inventory levels and coverage (how many weeks of stock Amazon has). If you notice your sell-through velocity isn’t meeting forecasts and inventory is building up, act before Amazon does. This could mean halting or reducing future POs until things normalise. It could also mean planning a promotion.
  
  
• Use Promotions Proactively: Running vendor-funded promotions on Amazon can be a smart way to move inventory on your terms, without damaging brand perception as much. For example, if you need to clear stock, you might set up a coupon or a Deal event that offers 15-20% off for a limited time. This can bump up the sell-through and reduce overstock risk. Crucially, because you are funding it, you can coordinate the timing and messaging (perhaps framing it as a special holiday sale or bundle deal) rather than Amazon suddenly slashing the everyday price. A short-term promo is generally kinder to brand value than a long-term price drop. It also sends a signal to Amazon’s algorithm that sales are increasing, which can raise the dynamic forecast and justify the current inventory level. In other words, a well-timed discount now can prevent a deeper, unplanned discount by Amazon later.
  
  
• Don’t Blindly Accept Every PO: This is a tough shift in mindset, but vendors need to sometimes say “no” to Amazon. If Amazon orders 1,000 units and you know that’s far beyond what will sell in 60 days, it’s often wiser to short-ship or refuse a portion of the PO. Yes, your Vendor Scorecard’s fill rate may take a small hit, but that is far less damaging than the downstream effect of chronic overstock and price cuts. As Josh bluntly puts it, what’s more important: a high confirmation rate metric, or your brand’s price integrity? If needed, communicate with your Vendor Manager about adjusting forecasts. Pair it with data: “Our sell-through is X units/week, this PO would cover 6 months – to avoid overstock, we can only fulfill Y units now.” In many cases, Amazon will understand – they don’t want excess inventory any more than you do.
  
  

By managing how much product Amazon carries and for how long, you retain some control over the supply-demand balance that influences pricing. The goal is to never let Amazon get so over-inventoried that they feel compelled to slash prices. Prudent inventory acceptance and occasional promotions are your tools to achieve that.

Aligning Cost Increases with Retail Pricing Strategy

Retail pricing and your cost to Amazon (wholesale price) are two sides of the same coin. In fact, this article is the “part two” of a discussion – part one was all about securing cost price increases from Amazon. If you negotiate a higher cost but Amazon’s retail price architecture isn’t aligned, you could end up with Amazon margin issues or retail price hikes that hurt sales. Conversely, if you raise cost and Amazon doesn’t raise retail price (because the market price is low), Amazon’s margin shrinks – triggering pushback or CRaP status.

To avoid these problems, vendors should coordinate cost and retail strategies holistically:

• Set Realistic Initial Costs: When launching a new product or renegotiating terms, pick a cost price that Amazon can live with for a while. Don’t assume you’ll get frequent cost increases. Factor in known inflation and tariff impacts so you’re not desperate for a bump in 6 months. Also, consider the implied retail price. For example, if you want the item to retail around $50, don’t price it such that Amazon’s optimal margin would force a $80 retail. Amazon might drop the price anyway (using the cost-plus logic) or just never order enough due to low margin. Conversely, don’t price it so low that Amazon could make a 50% margin – they might then slash retail to gain volume. Aim for a cost that yields a competitive retail price with a normal margin. This foresight prevents immediate price disarray once the product hits Amazon’s virtual shelves.
  
  
• Maintain Healthy Amazon Margins: Amazon’s Net PPM (profit margin) targets by category are usually in the 20-30% range. If you secure a cost increase, be mindful of what that does to Amazon’s margin at the current retail. Often, you’ll need to support a retail increase in tandem with your cost increase request. One strategy is to provide market context to justify a higher retail – for instance, if all retailers are moving from $19.99 to $21.99 due to cost inflation, show Amazon evidence of that. They might follow suit if competitors do. What you want to avoid is Amazon eating the entire cost increase while keeping the old price; that squeezes their margin and can make future negotiations (or even POs) difficult.
  
  
• Launch Variations/Line Extensions for Margin Reset: A clever tactic Josh shared is using new product introductions to improve overall margin structure. If some of your older items have suffered price erosion or slim margins, launching a new variation (new colour, pack size, or model) at a better cost:price ratio can offset the low-margin items. Amazon often treats each ASIN’s economics separately, but will look at your portfolio average in Vendor negotiations. By continuously adding new ASINs with healthy margins (and ideally unique features that allow higher pricing), you “refresh” your Amazon assortment’s profitability. This also gives Amazon’s algorithm new products without a pricing history to match – a chance to set higher list prices from the start. Over time, a robust pipeline of new products can keep your average PPM up, so you have more leeway to enforce pricing discipline on older items without Amazon pushing back as hard.
  
  
• Plan for Annual Vendor Negotiations (AVN): As the Annual Vendor Negotiation season approaches (typically Q4 for many vendors), analyse your pricing and cost holistically. If Amazon’s retail prices have eroded on key items, be ready to discuss how you are addressing it – through the measures discussed (distribution control, MAP, inventory adjustments). Demonstrating a plan to protect or improve Amazon’s margin on your products strengthens your case when asking for better terms or coop adjustments. Essentially, show Amazon that you are a proactive partner in managing profitability. This can turn AVN from a contentious cost increase battle into a more collaborative review of business health.
  
  

The overarching idea is synchronisation: your cost strategy and retail pricing strategy should work hand-in-hand. By thinking two steps ahead about how a change in one affects the other, you can avoid surprises like Amazon undercutting MSRP too far or refusing cost raises because the retail side is out of whack. This alignment is key to sustainable vendor profitability.

Looking Ahead: Amazon Retail Pricing Trends

What does the future hold for Amazon’s retail pricing, and what should vendors be prepared for? Josh Cowan suggests that without a major competitive shake-up, Amazon is likely to continue its low-price, algorithm-driven approach. No serious challenger has emerged to make Amazon reconsider being the price leader/follower that it is. So the fundamental principles we’ve discussed – price matching, margin-based tweaks, etc. – will probably remain the status quo.

However, a few trends are worth monitoring:

• Amazon Experimenting with Vendor Promotions: Amazon has been testing new promotional levers, even funding small discounts on the 1P side (in beta programs). Vendors might see Amazon occasionally initiate limited-time price drops (with Amazon bearing the cost) to improve customer price perception on highly competitive items. These tests could increase, but Amazon will still expect vendors to shoulder most discounts. Stay open to Amazon’s new programs that might help you strategically lower price during key events in exchange for better placement or other benefits.
  
  
• Tighter Enforcement of Profitability: Amazon’s focus on product-level profitability (Net PPM) seems to be intensifying. We may see Amazon more quickly flag unprofitable items (CRaP) and either require vendors to fund discounts/allowances or risk Amazon not ordering them. This underscores the importance of all the strategies we’ve covered – protecting price and margin is not just about brand optics, but about staying on Amazon at all. Vendors should utilise tools and analytics (whether via Amazon reports or third-party software like MerchantSpring) to track their PPM and identify items at risk early.
  
  
• Data Transparency and Vendor Tools: Amazon might provide vendors with slightly more data or tools to understand price movements. For instance, they could enhance the Pricing Dashboard in Vendor Central to indicate when a price is lowered due to a specific competitor’s promotion. If such data becomes available, use it – it can help you quickly pinpoint which partner to call when Amazon’s price drops (e.g. “I saw Target ran a flash sale – let’s ensure this doesn’t happen frequently”).
  
  
• Continued Importance of Brand Value: In an era of rampant discounting and commoditization, strong brands stand out. Amazon is aware that if vendors can’t maintain brand equity, they might pull away from the platform. So, expect Amazon to keep a balance – driving low prices to please shoppers, but also launching programs like Amazon Brand Registry, Premium A+ content, Brand Stores, etc., that help brands tell their story and justify their price points. Leverage those tools to differentiate your product beyond price.
  
  

In summary, while Amazon’s core pricing DNA likely won’t change (barring a new competitor in e-commerce), the savvy vendor’s job remains the same: stay vigilant, manage what you can control, and be ready to adapt. By implementing the strategies we’ve outlined – from distribution agreements to inventory control – you essentially immunise your brand against the worst pricing pressures and put yourself in the driver’s seat.

Conclusion: Winning the Amazon Price Game (Your Next Steps)

For Amazon vendors, winning the price game means mastering both sides of the equation: cost price (what Amazon pays you) and retail price (what Amazon charges customers). In Part 1 of this discussion, we learned how to push through cost increases with data-driven negotiations. Here in Part 2, we’ve seen that retail pricing, though not directly controllable, can be influenced through smart, proactive tactics:

• Keep your distribution tight and aligned to prevent rogue discounting.
  
  
• Use policies like MAP and authorised sellers, and enforce them decisively.
  
  
• Communicate with Amazon carefully about price concerns, focusing on causes and solutions rather than demands.
  
  
• Manage Amazon’s inventory like it’s your own – don’t let them overstock, and use promotions to avoid forced markdowns.
  
  
• Coordinate your cost and retail strategies, ensuring Amazon maintains a fair margin while your brand maintains its value.
  
  

By reframing your approach with these strategies, you add unique value to your organisation – you’re not just a vendor reacting to Amazon, but a true partner guiding your brand’s destiny on the platform. This thought-leadership mindset is what separates successful Amazon vendors from the pack.

Finally, remember that you’re not alone in this journey. Many brands have navigated these challenges, and the landscape is always evolving. Stay informed, keep building relationships, and invest in tools and analytics that give you visibility into pricing dynamics.

If you found these insights helpful, consider watching the full webinar with Josh Cowan for an even deeper dive – it’s packed with real-world examples and additional tips. You can access the on-demand session on MerchantSpring’s website (link below). For weekly expert conversations on marketplace strategy, subscribe to the Marketplace Masters podcast. And if you need assistance in monitoring pricing or optimising your Amazon vendor performance, reach out to us at MerchantSpring – we’d love to show you how our analytics platform can empower your agency or brand.

By taking control of the factors within your reach, you can influence Amazon’s retail pricing to protect your brand and profitability.* It’s a marathon, not a sprint – but the payoff is a resilient brand that thrives both on Amazon and beyond.*

A strong pricing strategy helps Amazon vendors protect their brand value – keep prices consistent across channels to avoid a race to the bottom. In the Amazon marketplace, retail pricing control and brand equity go hand-in-hand.