Amazon has just shaken up how pricing works on its site with that new “Price History” button on product pages. It’s not just a small change to make things look nicer – it’s a big shift in strategy. Shoppers can now check how a product’s price has changed over time, all without needing extra apps or tools.

This means a few things for sellers:

• Fake discounts are out. No more pretending something’s on sale when it’s not.
• Inflated list prices get spotted easily.
• Brands that are “always on sale” might lose trust from customers.
• Keeping prices steady now builds real credibility.

Take the screenshot from an Amazon deals product – the price is higher now than it was a week ago. As a buyer, I’d be in a right pickle: do I grab it today, or hang on for a drop? This feature puts the power with shoppers, so sellers need to play fair.

If you’re an Amazon seller, it’s time to review your pricing strategy. Fancy chatting about it?