How to Set Up Strikethrough Pricing on Amazon? A Complete Seller Guide

Strikethrough pricing is one of the most effective ways to grab customer attention and boost conversions on Amazon. You’ve probably seen it in action—your product price is displayed alongside a higher, crossed-out price, making buyers feel they’re getting a deal.

This pricing tactic works because it creates urgency and highlights savings without needing flashy promotions. In this guide here, we will guide you through getting Amazon strikethrough pricing setup, its eligibility, and hacks to maximize it.

What is Strikethrough Pricing on Amazon?

Strikethrough pricing displays a sale price accompanied by the regular price (crossed out) to show customers what they save. Amazon calculates automatically whether to display strikethrough pricing based on price history, competitor prices, and eligibility rules.

It’s typically perceived as:

• Was: $49.99
• Now: $39.99

The contrast visually improves perceived value and accelerates purchasing decisions.

Eligibility for Strikethrough Pricing

Before installing it, the sellers must ensure that they are qualified under Amazon’s terms:

• You must be a professional seller (not individual plan).
• The product must have an average sales history.
• The “regular” price must have been paid for a sufficient period of time before the discount.
• The discounted price must be less than the average price for the previous time span.
• Amazon must verify that the offer truly represents a discount and one that is competitive in the market.

Step-by-Step Instruction to Configure Strikethrough Pricing

Step 1: Log in to Seller Central

Log in to your Seller Central account on Amazon.

Step 2: Get to Manage Pricing

Inventory → Manage Inventory and locate the product you would like to discount.

Step 3: Configure “Sale Price” and “Sale Date Range”

Press Edit on your listing. On the “Offer” tab, you will see fields for:

• Standard Price (the regular price)
• Sale Price (your price)
• Sale Start Date and Sale End Date

Example:

• Standard Price: $50
• Sale Price: $40
• Sale Dates: Aug 20 – Aug 30

Step 4: Save and Monitor

Save the changes and allow Amazon’s system to process and display your strikethrough price. It can take a few hours to appear.

Step 5: Verify the Product Page

Upon going live, make sure the strikethrough price appears properly. 

Best Practices for Strikethrough Pricing

• Offer actual discounts – Don’t artificially inflate prices solely to display a discount.
• Make discounts limited-time – Building a sense of urgency boosts conversions.
• Combine with coupons – Stack discounts for additional impact.
• Stay competitive – Compare your price against best-in-class competitors.
• Monitor performance – Track sales growth with Amazon Business Reports.

Benefits of Strikethrough Pricing

• Increased Conversion Rates – Customers are more likely to buy when they know they are receiving a discount.
• Better Click-Through Rates – All-caps discounted prices stand out in search results.
• Better Inventory Movement – Great for clearing inventory.

Final Thoughts

Strikethrough pricing on Amazon is a powerful strategy to make discounts stand out and drive more sales, but it must be used correctly in order to remain in compliance with Amazon’s policies. By offering actual discounts, setting the right length of sale, and monitoring your result, you can use this pricing strategy to drive more exposure and conversions.

If you require expert assistance with Amazon listing optimization and determining successful pricing strategies, the expert team at GrowithAmazon can help you improve sales within both USA and UK markets.