Strikethrough Pricing & Minimum Advertised Price (MAP) on Amazon

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Amazon has created the ability for merchants to show their discounted prices with strike-through notation. In addition, merchants have the ability to list their prices below Minimum Advertised Price (MAP) and hide the value to the buyer until the product is added to cart. Amazon may refer to this feature as 'hidden prices' - with one important exception : Prices will always be visible for Amazon Prime customers as long as they are logged into their accounts.

Using ChannelAdvisor's Amazon template, both pricing strategies can be accomplished.


You should be familiar with the following topics before continuing:


Tasks to Complete



Strike-Through Pricing

The strike-though pricing allows you to show a list price with a strike-through next to a price. Amazon will calculate and display the 'You Save' amount and percentage to show the buyer the value of your offer. This type of pricing may improve your conversion rate for your listing.  Please Note: The strike-through price will show for the seller who owns the Buy Box.









  1. Access your Amazon Common Template.
  2. Populate the following fields on the template:
    • Price - The price value mapped in this price field should be the higher value than the sale price. The price will be shown with a strikethrough.
    • Sale Price - Amazon will strikethrough the item's normal list price and indicate that the item is on sale at the sale price.
    • Sale Start Date - Set the Sale Price start date
    • Sale End Date -  Set the Sale Price end date


Minimum Advertised Pricing (MAP)

Some manufacturers dictate that resellers cannot show an advertised price under a certain amount for their product. The selling price for your product will not be displayed on the product detail page or offer listing page if it is less than the minimum advertised price. Using the MAP field creates a "peek-a-boo" pricing feature on your Amazon listing. The customer only sees the price you're selling the item for if they add the item to their Shopping Cart.

The price you include in the MAP field will only trigger "peek-a-boo" pricing if the difference between MAP and your selling price is greater than $1.00.

  1. Access your Amazon Common Template
  2. Populate the following two fields on the template:
    • MAP - The Minimum Advertised Price value that the manufacturer has set as the lowest a product can be advertised for.
    • Price - Provide your selling price. If this price is less than the MAP, it will trigger the hidden MAP price feature.

Please note that according to Amazon as of September 2014 that MAP functionality is  not available   for these Amazon US categories:

  • Baby Products
  • Clothing & Accessories
  • Health & Personal Care
  • Home & Garden (including Pets)
  • Kitchen
  • Jewelry
  • Luggage & Travel Accessories
  • Office Products
  • Shoes, Handbags & Sunglasses
  • Software & Computer/Video Games
  • Sports & Outdoors




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