Amazon Germany Updates Reference Price and Recommended Retail Price Verification Rules, Other EU Sites to Roll Out Changes Gradually

According to foreign media reports, starting September 9, 2026, Amazon's German site will officially roll out upgraded verification rules for on-site reference prices and recommended retail prices (RRPs). This set of rules was first implemented on Amazon's UK site on June 23, 2026, and will be gradually introduced across Amazon sites in other EU countries going forward.

Previously, Amazon integrated all features of its former AI shopping assistant Rufus into the newly launched Alexa Shopping edition, and rolled out a price history chart function that can show consumers the daily lowest featured offer for products. This adjustment to RRP verification requirements is intended to align the reference prices displayed on product pages with the content of the price history charts, ensure that the discount information consumers see is clear and valid, and maintain trust in the platform's pricing.

Under the original rules, the RRP provided by merchants could pass verification as long as it met one of two conditions: either the product had recently been sold at that price by other formal retailers, or the product had been sold at that price as an Amazon featured offer with at least 9 days of featured offer data. After the new rules take effect, a merchant's sales records at the RRP on Amazon will only be counted as valid verification evidence if the offer has been displayed as a featured offer in the price history chart for a reasonable period of time.

All merchants are required to conduct self-checks on the RRPs they have currently submitted, and update entries that do not meet the new standards. Non-compliant RRPs will be hidden by the platform and will no longer be displayed on product detail pages.

A price that is equal to or slightly higher than the RRP will be deemed a match. For example, for a product with an RRP of ?29.49, a ?40 offer will not pass price verification, while a ?29.99 offer will be counted as valid evidence. This standard applies to all products, including seasonal items, with a 90-day price lookback period.

For a pair of headphones priced at ?50, verification will be passed if consumers have purchased the item on Amazon at ?50 or a price close to that for a sufficient number of days over the past 90 days, or if other retailers have recently sold the same item at the same price. For a set of computer speakers priced at ?100, verification will fail if no consumers purchased the item at or near that price on Amazon over the past 90 days, and no other retailers have recently sold the same product at that price point.

This article was first published on the official website of Ebrun.