Amazon is tightening price markdown rules for third-party sellers to eliminate misleading discounts before Prime Day.
Sellers must now provide evidence for a product's manufacturer's suggested retail price. Amazon validates these reference prices against recent sales history both on and off its platform.
The policy change follows increased regulatory pressure and class-action lawsuits alleging the use of inflated original prices. Stricter validation for strikethrough pricing and coupons aims to boost customer trust and avoid deceptive advertising penalties.