Explosion! Amazon updates its pricing feature for the third time

Amazon has recently updated many of its products little by little, without sending widespread email notifications or making major changes. It seems that each update is small and insignificant, but the frequency is very fast.

Amazon's "historical price transparency " feature was also reported in detail in an article two days ago. The content can be seen: The sky is falling! Amazon discloses the historical prices of products to buyers

But this feature has been quietly updating some new details so far , and recently sellers have discovered two new places where prices are published.

1. The “historical lowest price” is displayed directly below the Amazon product search results page.

This is also the third time that the price in the search interface has been changed. Once it becomes popular, whether a product has this mark will be one of the reasons why sellers decide whether to place an order.

This is good news for consumers. They can tell at a glance whether a product is truly a good deal or a "fake promotion", and can more intuitively judge when it is more cost-effective to buy it.

However, once this label is officially launched, consumers will have another way to compare prices, and for sellers, the conversion rate of products will be further affected.

2. On the product details page, a question appears: "Where did you see a lower price?", asking the buyer if they have seen a lower price anywhere.

Amazon is really ruthless. In addition to AI and big data, it has begun to use consumers to monitor and screen the lowest prices.

Sellers speculate that this action is because the principle of AI in determining whether products are of the same category is rather rigid. Through seller feedback, the prices of products in similar categories can be compared over a wider range.

With these two features, consumers can know the lowest price of a product without asking Rufus, and can also intuitively see which product has a more advantageous price on the entire search page.

Once Amazon makes “price transparency” available, the impact on sellers will be quite significant:

1. Intensified price competition : Sellers have to pay more attention to price strategies, which may lead to price wars, and they may even have to lower prices to stabilize orders. Small and medium-sized sellers often find it difficult to compete with large sellers on price, and their operating pressure will only increase.

2. Limited pricing strategies : Sellers need to consider more factors when formulating pricing strategies, such as historical prices, competitor prices, etc., which increases the difficulty of pricing.

3. The return rate will increase : Most of Amazon’s return rates are basically due to subjective reasons of buyers. Therefore, when buyers become more sensitive to price changes, it is likely to lead to more returns.

Amazon's recent series of updates actually have a clear core purpose, which is to lower product prices and enhance the price competitiveness of the platform. If sellers cannot compete with competitors on price, they will likely be eliminated by the market.

Currently, this feature is only open to some users for testing, and is expected to be expanded to a wider consumer group in the future.

Once the promotion is fully launched, sellers will need to pay more attention to the formulation and adjustment of pricing strategies to adapt to consumers’ shopping needs and price sensitivity. For sellers whose prices are slightly higher but whose products do not have a differentiated advantage, they may need to consider lowering prices or increasing product value to maintain competitiveness.