Sales on Amazon

Is it really impossible to change prices on Amazon Vendor Central? We debunk the myth!

27 Jan 2025

Price Management on Amazon Vendor Central
Price management on Amazon Vendor Central is a topic full of challenges and misunderstandings. Many sellers believe that changing prices is impossible or requires superhuman effort. Is this true? Not exactly! With the right strategy and understanding of the platform's processes, changing prices is not only possible but can become one of your key tools for increasing profitability.

Let’s start with the basics: what do you need to know about prices on Vendor Central?

The secret of price management: Cost price and List price with tax

Cost price – your operational base
Cost price is the price at which you sell your products directly to Amazon. To set it correctly, you need to account for all costs – from production to transport to logistics.

How to calculate cost price?

  • Material costs – raw materials, packaging

  • Transport and logistics – including fuel price increases

  • Fees arising from contracts – Amazon commissions

  • Your margin – deliberately included

Cost price is not visible to customers, but it affects your negotiating position with Amazon.

List price with tax – the price visible to the customer
This is the retail price on the product page. It includes:

  • Cost price as a base

  • Amazon’s pricing strategy

  • VAT

Amazon has full control over the list price. Even if you change the cost price, the customer may not always see the difference.

How to change cost price?

Step 1: Preparing the Excel file
Amazon requires bulk data updates. Download the template from Vendor Central and fill in:

  • the new cost price

  • the effective date of the change

  • an optional reason for the change

Step 2: Regularity
It rarely works on the first try. Upload the file weekly – consistency increases the chances of approval.

Step 3: Monitor the results
After approval, check to see if the new prices have appeared in the system.

What to do when Amazon says "no"?

  • Reduce the increase – e.g., from 15% to 5%

  • Add justification – e.g., increased raw material prices

  • Keep trying – regularly uploading files gives better chances

Price reductions – quick, but with pitfalls
Amazon uses Auto Price Protection (APP) – a mechanism for recovering losses:

  • if Amazon bought the product at a higher price and sells it cheaper, the difference may be deducted from you

  • you can file a dispute if the charges are unjustified

How to protect yourself?

  • monitor every change

  • file a dispute when necessary


Cost price vs. List price with tax

Feature

Cost price

List price with tax

Who sets it?

Seller

Amazon

What does it include?

Production costs, transport, margin

Cost price, Amazon’s pricing strategy, VAT

Visible to the customer?

No

Yes

Can it be changed?

Through Vendor Central

Through Amazon – suggestions can be made, but there is no guarantee

Sample scenario: increase in transport costs

  1. You download the Excel template and enter the new prices (+10%).

  2. You add justification: "Transport +15%".

  3. You upload the file and monitor the changes.

  4. If rejected – you try again with a smaller increase.

Summary: Understanding prices is crucial
Price management on Amazon Vendor Central is a demanding process, but it can be mastered. The key is:

  • differentiating cost price and list price with tax

  • patient communication with Amazon

  • consistency in actions

Why act now?
Every week of delay is a loss. The competition is already updating its prices. Don’t wait – start acting before others get ahead of you.

Don’t let a lack of knowledge hinder the growth of your business. Changing prices on Amazon Vendor Central is a thoughtful process that will increase your profits and market position.