Recently, Amazon is doing something again!

The calculation rules for flash sale prices have been significantly updated, introducing a new "double price verification mechanism".

Simply put, the flash sale price not only depends on the lowest selling price in the past 30 days, but also the net price after the coupon.

what does that mean?

If your product has been sold at a low price in the past 30 days, or a coupon has been added, the flash sale price may be pushed even lower!

Sellers, hurry up and highlight the key points!

What exactly has changed in the new rules?

Old rules:

The flash sale price refers to the lowest selling price in the past 30 days (T30D), including special discounts, coupons, price reductions and other promotions.

New rules:

The flash sale price should not only be based on T30D, but also on the net price.

Net price = Flash sale price - Coupon amount

Final flash sale price = the lower of T30D lowest price and net price

For example:

Your lowest selling price in the past 30 days was 100 yuan, and the coupon reduced it by 20 yuan, so the net price is 80 yuan.

Then, your flash sale price can only be 80 yuan, not 100 yuan!

1. No coupons will be issued during flash sales

Calculation formula:

Lowest price in the past 30 days = selling price × (1 - special discount ratio) × (1 - coupon ratio)

Net sale price = flash sale price

The final flash sale price is the lower of the two.

2. Use coupons during flash sales

Calculation formula:

Normal net price (lowest price) = selling price - coupon amount - special discount amount

Net price during flash sale = flash sale price - coupon amount

The final flash sale price is the lower of the two.

3. Enable coupons and special discounts at the same time

For example:

Price: $32.99

Activate 30% coupon, member-only discount price: $25.99

Highest promotional price during the flash sale: $18.19

Calculation logic:

First calculate the exclusive discount price: 32.99 × (1 - 30%) ≈ $25.99

Add coupon: 25.99 × (1 - 30%) ≈ $18.19

The final flash sale price was $18.19.

Impact of the new rules on sellers

Profit margin compression: low-price flash sales may lead to a significant reduction in profits or even losses.

Promotional strategies need to be adjusted: Sellers need to re-plan the combination of coupons, special discounts and flash sales to avoid price cuts.

Coping strategies

Plan your prices in advance: In the 30 days before a flash sale, try to avoid selling at low prices or stacking too many coupons.

Optimize promotional mix: reasonably set up coupons and special discounts to avoid prices being pushed too low.

Monitor historical prices: Regularly check the lowest selling price in the past 30 days and adjust your strategy in a timely manner.

Test small-scale flash sales: Test on a small scale first to observe the actual effect under the new rules, and then decide whether to promote it on a large scale.

Amazon's adjustment of its flash sale price rules is obviously intended to allow consumers to enjoy more benefits, but it also creates greater challenges for sellers.

Although low-price flash sales can boost sales, they may also cause profits to evaporate.

Sellers, adjust your strategies quickly and don’t let the new rules “trap” you!

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