What is the Difference Between the Standard Price vs List Price on Amazon?


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Amazon is a well-known online retail store that sells products from different countries. More than 500 million people utilize it regularly, the most significant number of items sold on any website. With such a vast user base and inventory, it’s essential to know how Amazon price lists labor to gain knowledge so you may decide on what you buy on the site. Here in this blog, you will get a deep analysis of standard price vs list price Amazon. 

What is the standard price? 

A standard price is the sum of money you agree to pay to acquire an asset. This can be contrasted with a list price, which is how much someone will ask to sell it.

Standard prices are usually determined by auction and may vary from month to month or year-to-year depending on supply and demand in your market. For example, if there’s enough interest in your product but no new demand for it yet (supply), its standard price will be low. Conversely, if there are plenty of orders but few sales at those higher market prices (demand), your regular price will likely increase accordingly!

What is the list price? 

The list price on Amazon refers to the fee that Amazon shows buyers. You see this when browsing through all of the products in your product search results and selecting “buy.” It’s a simple reference point for those buying from Amazon, but it’s also an excellent way for sellers to get an idea about whether or not their products will sell at a specific price point.

The list price doesn’t always mean what it says, though—because it can vary depending on how much seller fees are added to each listing fee and how many sellers are competing with each other (or not). So while there may be some variation between different listings’ prices within one category/product type (like books), they’re still being displayed with this same basic formula:

  • Listing Fee + Shipping + Tax + Sales Tax = Your Total Cost.
  • Your Total Cost = 10% of the Listing Price times the Number of Units Sold.

What is a retail price? 

It is the amount of money that a business charges customers for a product. For example, the retail price is the sum of money you agree to pay to acquire possession, such as a car or home.

The list price is the total cost to produce and market your item, including all costs associated with manufacturing, packaging, and distribution. If you have already made your item but haven’t sold it at any given time (or if you’re selling through wholesale channels), this number includes any overhead expenses like rent and utilities but does not include labor or operating expenses like taxes or insurance.

What is the selling price? 

The selling cost is the amount that a product or service is sold/purchased by a set of buyers and sellers in a market.

The selling price is used to determine whether or not you have made enough money on an item to make it worth selling, as well as what you can charge for your products.

What does wholesaling mean? 

Wholesale refers to the practice of purchasing goods in large quantities from producers or manufacturers and reselling them at higher prices through retailers.

Wholesalers are middlemen between manufacturers, who make the goods and sell them to consumers, and retailers, who buy the goods from wholesalers. Usually, they have a large inventory of products, so they can offer lower prices than you would find on Amazon or eBay because they don’t have to pay as much for shipping if there’s more than one item sold at once.

What refers to retailing? 

Retailing refers to selling products directly to consumers. For example, retailers buy from wholesalers and sell to customers directly, whereas wholesale companies purchase bulk quantities of products and then resell them at lower prices.

Retailers can also sell their merchandise through retailers or online marketplaces such as Amazon Marketplace or eBay’s eBay Plus platform to reach more customers. So, in this way, retailing vs wholesaling is different. 

What does a retailer do? 

A retailer is a business or individual that sells goods and products to consumers. Retailers buy from wholesalers, who are middlemen between manufacturers and distributors. The products are subsequently sold by wholesalers to shops, which are the end users of products (such as you).

Wholesalers purchase goods wholesale at a lower cost than they can sell them retail. They also have access to inventory at all times—no matter where they are in the supply chain—and can purchase large volumes of products at once, which lowers their cost per unit of output (CUP).

Standard price vs list price Amazonthe difference between regular price and sale price 

The main difference between the standard price vs list price Amazon is that the standard price is usually the same as the List Price, but it can be higher or lower depending on the product. The standard price is the minimum amount Amazon will pay you for your item. The sale price is the amount you can get by listing an item on Amazon Marketplace. 

List price—suggested retail price. 

The List Price is sometimes called “Suggested Retail Price” or “Manufacturer’s Suggested Retail Price.” This is what the manufacturer initially recommends that merchants sell their product for.

The standard price is how much buyers pay on Amazon, while the list price is how much sellers receive when they sell their products. The two prices are not always equivalent; it depends on where you live, how much money you have to spend and if any taxes apply to your purchase (if so). So buyers and sellers must have this knowledge of the difference in standard price vs list price Amazon.

Why are list prices usually higher than the standard prices? 

In most cases, there is a conflict in pricing between the standard price and vs the list price of Amazon because the List Price is usually higher than the Standard Price. This is because it’s set by the manufacturer or seller (depending on the product), and it’s their recommended retail price. This can be because they want to make more money, or it could simply be that they don’t want to undercut their competition by selling products at a lower cost.

List prices are also typically higher than standard prices because they’re used as guidelines for retailers when deciding how much to charge customers who purchase items from Amazon:

  • Retailers use them as a basis for setting their prices
  • Customers use them as a benchmark against which they compare other retailers’ prices

Types of prices

You must now recognize the distinction between the standard price vs list price Amazon, so here is a summary of pricing on Amazon. The list price is the price printed on the product label. It’s often referred to as “suggested retail price” or “manufacturer’s suggested retail price.”Standard prices are what you’ll see if you search for a product using your preferred search engine and enter its name, but don’t include any variants or other conditions that may apply to that item (e.g., size).

How do you price Amazon Items? 

  • Understand the profit margin.

To guarantee the success of your business and profit margins are met every month or every quarter, it is essential to keep track of all your expenses in detail. So that they can be analyzed appropriately by using graphs which can help in identifying trends in terms of spending patterns over time, hence; this way, we can identify any changes that may have occurred over time or if there has been any significant change in our spending pattern over time, then this may indicate whether something else might have happened. 

You must take the profit margin into account when setting the price of your goods. The profit margin is the discrepancy between the product’s selling price and its cost of goods sold (COGS). To calculate your COGS, you need to know your costs.

  • Competitive Pricing

The amount you want to charge for your product is essential, but it’s not enough to throw out a price. You must be aware of your capacity and expect people will pay for it and what kind of return on investment (ROI) they will get from buying your product. This is where Amazon comes into play because they offer excellent tools that help with calculating these things. You can use their tool called “Price Lookup” or “Product Details” to set a price so that it makes sense and create an attractive image when displayed on Amazon Prime Day or Black Friday events!

  • Setting a business price. 

Setting a business price is essential for your business to be successful. But how do you know what fee to charge? Follow these steps:

  1. Create a business account with Amazon. This will help you get bulk discounts on your products.
  2. Look at the product details page and see the regular retail price, then compare that to a list of suggested prices. You may find that one or two of your suggested prices are close enough to the regular retail price that it would be hard for customers to tell the difference between them and the normal retail price (and it would make sense for customers to buy from you). Or maybe none of your suggested prices are close enough to the standard retail price (and it would make sense for customers not to buy from you).
  3. If none of your suggested prices are close enough, then set a retail price by using these guidelines.
  • Offer discount coupons 

Amazon has been offering discounts to customers for many years. You need to consider this strategy if you want your product listing to get more attention from the customers. To offer a coupon on your product listing, you need, firstly, to create an account on Amazon. You may register as an Individual Seller or a Professional Seller. Once you have created an account, you must add products eligible for coupons. This is your chance to write now the descriptions of products suitable for coupons. In addition, you should also write some keywords related to those products so that they appear in the search results when users search with relevant keywords.

  • A/B testing prices

A/B testing is the best way to determine the product price and performance. Simple pricing tests can be used to compare versions of your product that are listed at two different prices.

  • In a split test, you can compare two versions of your product: one with a higher price point (A) and one with a lower price point (B). Then, you can see which version performed better or whether there was any difference in sales or conversions between the two versions.

It’s important to note that while A/B testing can be used on websites as well as products, it should only be used when there are enough data points so you can analyze how each change affects sales or conversion rates.


In summary, standard price vs list price Amazon, the average cost is used when you buy a product from a wholesaler, and the list price is used when you buy directly from the manufacturer. So, for example, if you are buying jeans, your standard price would be $100 per pair, but if you were to buy them at a retailer such as JCPenney, their list price would be $110 per pair.


Picture of Zeeshan Riaz <br> <span class="designation">Chief Operating Officer</span>
Zeeshan Riaz
Chief Operating Officer

With education and experience in IT. Law and E-commerce industry, I have successfully helped more than 250 E-commerce businesses worldwide to reduce their operational cost with cutting edge eCommerce Marketing Services. I do manage a team of more than 250 people team which includes Amazon, eBay, Shopify, website development, SEO and SMM experts.

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