Amazon has rolled out a new Price History button, shaking up how both shoppers and sellers think about pricing. A small Price History button now appears on some product detail pages, giving customers direct access to 30 and 90-day pricing trends. This update may disrupt some sellers’ pricing strategies, especially if it involves increasing prices to run promotions.
What is Amazon's New Price History Button?
Powered by Rufus, Amazon’s new Price History button lives right under the list price on select product detail pages. When clicked, shoppers can see how the product’s price point has moved over the past month or the past 90 days. Historically, this level of transparency has been limited to 3rd party tools like Keepa. The direction is clear: Amazon is working to ensure every shopper can quickly validate whether today’s deal is actually a deal.
How Does the Price History Button Impact Amazon Sellers?
Pricing tactics that rely on inflating a price before applying a discount are now exposed directly on the listing with the click of a button. For example, customers can now see if a Lightning Deal or price slashes are legitimate discounts, or if the price was quietly bumped up a few days earlier.
Sellers will need to think more carefully about how their price appears over time. Pricing consistency is more important than short-term manipulation. Brands that rely on price manipulation tactics will likely feel the pressure first, while sellers with steady, intentional pricing will see stronger consumer trust and better conversion.
Why Did Amazon Implement a Price History Button?
Amazon's new Price History button fits directly into their broader push for buyer trust and confidence. Customers are becoming ever-increasingly more skeptical of deals, especially around Black Friday/Cyber Monday or Prime Day. Providing transparent price history helps reassure shoppers that they are, in fact, getting a real discount.
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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