Price Parity
Price is an important factor customers consider when making buying decisions, and customers trust that they'll find consistently low prices and other favourable terms on Amazon.co.uk. Of course sellers are free to determine the prices at which they sell products on their various sales channels. We ask sellers who choose to sell their products on Amazon not to charge customers higher prices at Amazon than they charge elsewhere. This is critical to preserve fairness for Amazon customers.
Please read the FAQs below to learn more about this policy.
What do you mean by price parity?
Price parity generally means that the price of each product you list on Amazon.co.uk is not higher than your best price for that product on any other non-physical sales channel. More specifically, it means that the total price and corresponding item price of each product you list on Amazon.co.uk are not higher than the lowest total price and corresponding item price at which you or your affiliates offer the product on any other non-physical sales channel. Specific terms apply to products fulfilled using FBA and other products subject to Amazon.co.uk defined delivery rates. These terms are explained in additional FAQs below.
What do you mean by "total price" and "item price"?
"Total price" means the total amount payable by a customer inclusive of delivery charges and other things like rebates, promotional discounts, and other benefits, but excluding taxes. "Item price" means the price of the product itself.
Why do you ask us to provide parity?
We believe that price is an important factor in customer buying decisions. Accordingly, we ask sellers who choose to sell their products on Amazon.co.uk not to charge customers higher prices on Amazon than they charge customers elsewhere. Customers trust that they'll find consistently low prices and other favourable terms on Amazon.co.uk and we think this is an important step to preserve that trust.
What does this mean for me?
It means that if you choose to sell on Amazon.co.uk, you need to ensure that the total price and corresponding item price of each product you offer on Amazon.co.uk are not higher than the lowest total price and corresponding item price at which you or your affiliates offer that product on any other non-physical sales channel. The non-price terms you offer on Amazon.co.uk (e.g., customer service, return and refund policies, etc.) must also be at least as favourable to customers as the most favourable corresponding terms offered by you or your affiliates on any other non-physical sales channel. We also hope that the spirit of the price parity principle will be followed with respect to other channels, and that your prices on Amazon will be competitive with your prices in physical retail stores.
This policy applies to all sellers selling under the Amazon.co.uk marketplace Participation Agreement and is reflected in the standard terms and conditions of the Amazon.co.uk Participation Agreement.
How do you measure price parity?
Price parity is measured against your and your affiliates' offers on other non-physical sales channels and takes into account whether you or Amazon determines the delivery charges for a product.
What do you consider to be non-physical sales channels?
Non-physical sales channels include all sales channels and other means through which products are offered or sold by you or your affiliates, other than physical stores. Non-physical sales channels specifically include any online channels, mobile device applications, catalogues, third party platforms or marketplaces (e.g., ebay.co.uk), and other electronically-enabled channels or other means through which products are offered or sold by you or your affiliates, other than physical stores.
Do price parity requirements take account of auction pricing on my other non-physical sales channels?
No, these requirements do not take account of auction pricing. However, they do take account of fixed (e.g., "buy it now") prices on auction sites.
Do these requirements apply to other international Amazon marketplaces?
These requirements apply to the Amazon.co.uk, Amazon.fr, and Amazon.de marketplaces. The same general requirements also apply to other Amazon marketplaces.
What if I use Fulfilment by Amazon (FBA)?
For FBA products, the item price of the product may be higher on Amazon.co.uk than the item price of the product on other non-physical sales channels so long as the total price of the product on Amazon.co.uk, assuming free delivery, does not exceed the lowest total price of the product on any other non-physical sales channel.
What if I sell other (non-FBA) products subject to the Amazon.co.uk defined delivery rates?
For non-FBA products subject to Amazon.co.uk defined delivery rates, the item price of the product on Amazon.co.uk may need to be lower than the item price of the product on other non-physical sales channels to ensure that the total price of the product on Amazon.co.uk, assuming standard domestic delivery, does not exceed the lowest total price of the product on other non-physical sales channels. However, you will not be required to offer item prices that are less than £0.01 or lower than permitted by applicable law.
What if an Amazon.co.uk defined delivery rate is greater than my item price?
As noted above, the item price of the product on Amazon.co.uk may need to be lower than the item price of the product on other non-physical sales channels. However, you will not be required to offer item prices that are less than £0.01 or lower than permitted by applicable law.
Does price parity apply to products dispatched using premium shipping options or to international destinations outside the UK?
Yes. But remember that you assume free delivery when setting the prices of FBA products and standard domestic delivery when setting the prices of other products subject to Amazon.co.uk defined delivery rates.
Do price and other parity requirements apply to all products I sell on Amazon's EU marketplaces?
Yes. Parity requirements generally apply to all products you offer on any of Amazon's EU marketplaces.
Are any types of offers excluded from price and other parity requirements?
Yes. Parity requirements don't apply to discounts, rebates, promotional offers or other terms that we don't honour or support (but only until such time as we honour or support them) or that you make available solely to wholesale purchasers.
How do the parity requirements apply to French books sold through the Amazon.fr site and German books sold through the Amazon.de site, the prices of which are fixed by law?
Price parity requirements still apply, but you are not required to offer item prices that are lower than permitted by applicable law. Other parity requirements (e.g., in relation to customer service and return and refund policies) continue to apply.
I have more questions. Who should I contact?
Please contact Seller Support via your Amazon Seller Account page with additional questions.
|
