Recently, discounts have increasingly been displayed in relation to the previous “lowest price”. Real progress for consumers and finally more transparency in pricing on Amazon. The background is a new directive for consumer protection ( HERE ). This is intended to prevent prices from being artificially increased in order to then be able to show high discounts.
New EU directive
The new directive, in force since May 28, 2022, states that when advertising price discounts, the previous sales price must be indicated using the so-called 30-day rule. This 30-day rule requires that the previous sales price to which the discount is applied must be the lowest overall price in the previous 30 days. However, the list of exceptions is long. The comparison with the manufacturer's RRP is expressly included ( HERE ).
Discounts on RRP so far
Until now, it was common practice for the online giant to offer discounts based on the recommended retail price (RRP).
This offered consumers the opportunity to realize what felt like gigantic price savings. However, very few products are usually sold at this RRP. It is precisely this non-binding nature that ultimately gives retailers the opportunity to position themselves in the market with their own price structure and forces thrifty consumers to make precise price comparisons. Books, for example, are subject to fixed prices until this is lifted and they end up in the grab bag. But there is no price competition for new releases. The RRP often only serves to classify a product in a certain category of comparable products or to give it a certain quality impression. In the end, the real market prices look completely different. And this often occurs relatively quickly after market launch.
Now also discounts from the lowest last price
When referring to the RRP, the percentage discount is not really meaningful from the outset. Amazon is one of the last companies to increasingly move away from this form of price advertising ( HERE ) and is now increasingly offering its customers the much more realistic discount from the lowest last price.
Then it becomes really clear how much customers are actually saving. Of course, this means that the absolute amount of the discount is lower. Apparently the decision as to which type of discount is displayed has nothing to do with the product group. As can be seen here with the example of headphones, different shapes can be chosen within the same product category.

Save with a discount voucher
Amazon also has a third way to offer discounts, the discount voucher. It only shows that a discount voucher can be applied and what the percentage discount is. The new, absolute final price only appears when the customer checks out. The use of this discount voucher can be subject to conditions, such as ordering the desired product in a savings subscription.

Everything in the interest of the consumer?
On the one hand, the move to show discounts from the lowest last price is a clear improvement for consumers. You can see what you are really saving in the current price comparison. On the other hand, Amazon's use of three different options for displaying discounts, some of which are still tied to conditions, ultimately makes it more difficult for the consumer to get a price overview quickly and easily. If you really want to be sure that you are getting the lowest price or getting the highest discount, you have to study the matter intensively. And very important! Also make price comparisons on other platforms.
Also interesting! Counterfeit products and pirated content
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