How to Fix Amazon High Potential Pricing Errors? [Proven Ways]

How to Fix Amazon High Potential Pricing Errors
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Every Amazon seller knows the exhilaration of sourcing and listing the right product on the platform, only to receive a message saying, "Listing deactivated for potential pricing error". This can be even more annoying when you use the same price range as your competitors. The Amazon high pricing error started in January 2015. Since then, Amazon has kept sending out these pricing alerts and deactivating product listings they believe are too high.
In this article, we will suggest some of the best methods to fix the potential high pricing error and find out why Amazon sends these alerts in the first place.

When Does High Potential Error Occur on Amazon?

Amazon is known for being a fair and reliable marketplace for sellers and buyers alike, which is why it’s also important to avoid risky OA leads. According to the marketplace’s Fair Pricing policy, sellers must not list items at an artificially high or low price to attract customers. Amazon regularly monitors the prices of available products to spot pricing practices that may hurt customers’ trust. This is done by constantly and automatically comparing your set price for an item and its historical selling prices or the competitors’ price range.

High Potential Error on Amazon

Suppose they find a product priced too high (compared to the same or similar products). In that case, they may remove the offer, suspend the shipping option, or suspend the seller’s account if they repeatedly price their products too high. It’s best to know how to prevent account suspension for OA sellers to prevent this from happening.

So, the primary reason for Amazon high pricing error is setting an unusually high price compared to the market average. Amazon’s sophisticated algorithm detects this irregularity and flags it to maintain fairness in the marketplace. This protects buyers and sellers from unintentional mistakes or fraudulent activities. Utilizing repricing tools without proper supervision can also contribute to these errors.


History of Amazon’s Pricing Error

There was a time when Amazon alerted sellers when it detected unusual pricing, and sellers could edit or delist their items to prevent them from being deactivated. But in 2015, Amazon launched the “Price Alerts” tab in Seller Central, which included every listing with an Amazon high pricing error. However, when sellers accessed the listings, they would find out it had already been deactivated, and they couldn’t edit or delist the item. Many sellers manually set min. and max. price thresholds to prevent the price from getting out of control and triggering an alert, but this solution was not ideal, especially for seasonal and in-demand products.

Today, Amazon uses a variety of sources to detect pricing errors, including list price, public carrier rates, reasonable handling charges, min. and max. price validation, etc. According to Amazon’s Fair Pricing policy, here are some of the most common triggers for Amazon high pricing error:

  • The price misleads customers.
  • The price of an item is significantly higher than recent prices for the same item on and off Amazon.
  • The price for multiple units is hiked and then passed off as a volume discount.
  • Shipping fees are excessive to offset a very low item price.


How Amazon Tells You to Fix a “High Pricing Error”?

According to Amazon, the way to fix a high pricing error is on the “Fix Price Alerts” page (Pricing tab > Fix Price Alerts). They tell you to simply reactivate to verify the price you set was not a mistake, and Amazon will reactivate your listing. However, this isn’t always the case.

Within minutes, you’ll receive an email notifying you about the Amazon high pricing error and stating that your listing has been deactivated again. You repeat the process again and again until, finally, you give up, and Amazon wins! Some say you have to change the existing price (by a cent or two) each time, but this also needs a lot of persistence, and even then, there is no guarantee that your listing will get reactivated.


How to Fix Amazon’s High Pricing Errors?

Say you tried the method above, and it didn’t work – which is usually the case for most sellers. What to do now? How to fix Amazon high pricing error? We’ll suggest some of the best methods below:

Check Your Price Again

When Amazon first introduced the “potential pricing error”, it was pretty accurate. For example, if you wanted to price an item at $59.99 but, due to a typo, you priced it at $599.9 instead, Amazon would find out by checking the item’s pricing history and alerting you before deactivating your listing. Then, you could simply go to your inventory, correct your pricing mistake, and request the listing be reactivated.

You can still use this method to check if you have accidentally set a price too high. To do this, go to the Pricing tab and select Fix Pricing Alerts. This takes you to a page where you can review your listings with pricing alerts. Verify the prices and pay close attention to any errors that might have led Amazon to deactivate your listing and flag it as overpriced. Once spotted, adjust these inaccuracies to resolve the problem and reactivate the listing.

Add Minimum & Maximum Price

But what if you check your prices and find no typos or errors? In this case, there’s another method for fixing Amazon high pricing error. You can set a minimum and maximum price for your listings. This shows Amazon that your prices are intentional and not set by mistake.

To do this, go to the Pricing tab in your Seller Central account and select Fix Pricing Alerts or open the Manage Pricing page. Adjust the min/max prices of the ASIN with the price alert to ensure your prices fall within a reasonable range, and edit the existing price of the listings before clicking Reactivate. You can also utilize the best Amazon repricer and set your min/max prices there. 

Lower Your Prices

The above method may not always work, and sometimes, the Amazon high pricing error returns after a few hours. In this case, lowering your prices could cause the alert to disappear. Check that item’s product page and look at the current low prices of competitors. Maybe the prices are now a lot lower than when you set yours, so even if you hadn’t received a price alert, customers wouldn’t buy from you when other options with significantly lower prices are available.

If you don’t want to lower your prices that much, just tweak it to be a bit lower so the pricing alert goes away and your listing gets reactivated. Don’t forget to update your min/max prices after lowering the price to below your current minimum.  

Create a Support Ticket

When checking the price of an item, Amazon’s algorithm takes both the product’s and your own pricing history into account. If you have sold this item in the past at a lower price, Amazon’s algorithm remembers that and thinks your price might be too high when compared to past pricing habits.

Suppose an Amazon high pricing error happens to you, and this is the issue. In that case, you can open up a support ticket with Amazon and tell them that all current sellers of the item are offering it for a specific price, and your low price is comparable. You can even include a screenshot of the lowest-priced competition to show them your price is not that different.

Even if you have a legitimate reason for selling the item at a higher price, you can give that to the Amazon rep. Legitimate reasons include your supplier raising their prices, increased shipping costs, etc. Be honest, and don’t lie in your ticket. Amazon will probably reply with a copy/paste list of links for fixing the error. Try out each suggestion and do whatever they suggest to fix the Amazon high pricing error, but if it still doesn’t work, refer to the following method.

Escalate the Case to a Supervisor

If you send a ticket to Seller Support, but the rep is not helpful, or you want to get a supervisor involved who might better understand the situation, you could include this exact sentence in your reply: “Please escalate this case to your supervisor.” The rep will know what you mean and forward your case to their supervisor. Usually, the supervisor better knows how to help you and can even fix the issue.

Fix Your MSKU Issue

Sometimes, no matter how low you price an item, you still get the Amazon high pricing error. If this happens, there is one strategy that Amazon sellers have found helpful:

  1. Create a removal order for the item that received a high-price alert.
  2. Once it has been returned to you, close and delete your listing in your Amazon Seller Central account.
  3. Send the item back to Amazon with a new MSKU.

For some sellers, a glitch connected with the old MSKU causes a high price alert, and sending the same item with a new MSKU to Amazon can solve this problem.

Final Thoughts

Fixing an Amazon high pricing error is crucial for sellers because it helps ensure their listings remain active and competitive. The best way to prevent this issue is to regularly review and update your pricing or use a repricing tool to ensure your prices stay competitive. If the error still happens, you can try out the strategies provided in this article, but if the issue persists, you can contact Seller Support or ask for your inventory to be removed and then send it back to Amazon with a new MSKU.


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