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By Martin Heubel · December 8, 2025 · Curated by George's Blog
One of the biggest misconceptions for many #Amazon vendors is to believe that moving to 3P lets them price products freely.
❌ This is -not- the case.
Amazon will:
- Block your listing
- Remove your Buy Box
- Ask you to lower your price
That’s when many brands realise they were misled into thinking 3P is an escape from Amazon’s 1P price-matching algorithm.
So what's really happening?
𝗔𝗺𝗮𝘇𝗼𝗻'𝘀 𝗙𝗮𝗶𝗿 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 𝗣𝗼𝗹𝗶𝗰𝘆 𝗸𝗶𝗰𝗸𝘀 𝗶𝗻.
It's an algorithm that monitors your product prices across competing retailers like #Walmart or #Target. If Amazon finds your products at a lower price elsewhere, it will suppress your Buy Box offer until you match the competitor's price.
It's a highly controversial measure that is under scrutiny in the ongoing #FTC lawsuit against Amazon.
But for now, please don't fall for the idea that moving to 3P gives you ultimate pricing freedom.
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What do you think:
Should Amazon rethink its Fair Pricing Policy?
#amazonvendor #amazonstrategy