Sellers please note! The price shown on Amazon front desk has changed!

Recently, some changes have been made in the display of Prime discounts. Many sellers have found that the Prime discount price now directly replaces the original selling price, and the discount information displayed on the front desk has changed significantly.

Recently, some sellers have noticed that products with Prime discounts now display Prime prices directly on the front page, while previously these prices mostly required clicking into the product details page to see.

Image source: Know everything

Specifically, when you use different accounts to view the same product, the prime discounted price will be directly displayed on the front desk, but when you click on the Listing page, you will see two versions.

As shown in the picture below, in addition to the prominent "Prime Member Price" logo, you can also see the "Regular Price" option, which shows the original price and discounted price.

The other one does not have a "Regular Price" option and directly displays the prime price.

Previously, Prime prices were displayed below the regular selling price, but now Prime prices are displayed first. This approach makes discount information more intuitive and helps improve conversion rates.

Currently, the display when clicking to open is different for different accounts. Regarding this change, sellers speculate that Amazon may be conducting A/B testing and trying different display methods. Some sellers also believe that this situation is related to the recent adjustment of prime exclusive discounts.

According to an announcement released by Amazon, starting from January 7, 2025, the Prime member-exclusive discount function will be integrated into the price discount tool, which means that Prime discounts will be managed in a unified manner with other forms of discounts.

After the revision, sellers will set and manage Prime exclusive discounts in the "Price Discount" function, which means that sellers will no longer conduct large discount activities through exclusive discounts, but will adjust prices and discounts through the "Price Discount" function. The specific steps are as follows:

1. Open the "Advertisement" page and select "Price Discount";

2. Click "Create Price Discount";

3. Fill in the form. If you want to create a discount exclusively for Prime members, select Prime members as the audience type.

And from January 1, sellers will no longer be able to create new discounts in the Prime exclusive discount tool. Therefore, at the beginning of 2025, many sellers have said that they can no longer create Prime exclusive discounts as before.

In addition, some sellers have already begun to feel the impact of the new policy. One seller complained: "Last week, I started using price discounts, and the discount price was directly displayed on the front desk, but this week I found that the BD (flash sale) no longer displayed the deal logo, and the customer service replied that it needed to be reduced by another 5% to display normally."

More than one seller encountered a similar situation:

"After I set the price discount, the flash sale price needs to be reduced by another 5% from the original price. I don't know if it is affected by the price discount."

“After the system determined my lowest exclusive price, it asked for another 5% discount.”

"I tried it today and found that the reference price also had to be discounted by another 5%."

While the Price Discounts tool will replace the Prime Exclusive Discounts tool, many sellers are unhappy and complaining about the difference between the two.

1. Price discounts are not much different from direct price cuts, except that there is an additional inventory limit when creating them. The only difference is that price discounts not only affect the lowest price, but may also have an impact on future promotions, while exclusive discounts mainly affect the lowest price. Therefore, price discounts may give sellers more flexibility, but may also affect the profit margins of products.

2. Creation time limit: After the revision, unlike the Prime exclusive discounts that take effect immediately, you need to wait six hours after setting a discount to take effect. During this period, you cannot add new SKUs in real time. You can only delete it and create a new activity.

3. Unable to perform batch operations: Compared with the old system that can perform batch operations, the price discount tool can only add products one by one, which is particularly time-consuming and laborious for sellers who need to handle a large number of goods. However, some sellers refute that although the one-by-one operation is slow, it is clearer than batch operation and can improve efficiency.

Of course, the price discount tool is not all negative. For some sellers, the new system has brought some conveniences. For example, when the seller sets the discount percentage, the system automatically calculates the minimum discount price. After the seller fills in the discount amount, the system will display the potential funds and estimated sales.

In addition, activities can also display relevant data, including the number of days in progress, participating products and sales, which makes it more convenient for sellers to manage activities.

As the policy is about to be fully implemented, sellers can wait and see. In particular, regarding whether the price display will be unified across the entire platform, as well as coupon settings and how to identify the lowest transaction price for flash sales, sellers need to closely follow Amazon's official updates during this period and adjust their operating strategies in a timely manner to cope with possible changes.