Amazon is tightening price control. And yet, somehow, a handful of brands are st
By Brandon Fishman · May 12, 2026 · Curated by George's Blog
Amazon is tightening price control. And yet, somehow, a handful of brands are still pricing however they want.
The Fair Pricing Policy update that rolled out in late April changed the bar. List prices now have to be substantiated by actual sales or by what other retailers are charging. The strike-through "was $X, now $Y" trick most brands used for years no longer works.
The enforcement is automated. No human review. The algorithm compares your Amazon price to your prices on Walmart, Target, your own DTC site, and the rest of the marketplace, continuously.
If you trip the threshold, your Featured Offer disappears.
For most $1M to $10M brands on Amazon, losing the Buy Box cuts sales by roughly 80% overnight. So the cost of getting this wrong is most of your revenue, on a delay of about 4 hours.
This is the part I can't square.
While most brands I talk to are dealing with tighter price match enforcement than they've ever seen, a small number of brands seem to be operating outside it entirely. Same category. Same competitors watching them. Aggressive pricing across channels. No suppressions.
I have my theories. I'd rather hear what you're seeing.
If you're a brand operator and you've watched a competitor get away with pricing that should have triggered enforcement, drop the category in the comments. I want to see if there's a pattern.
♻️ Repost if your team has been firefighting price suppressions in the last few months.
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