Amazon shoppers can now see a full year of price history on the product page. Amazon added the 365-day view in May, and it put the feature front and center again in its September 14 announcement for Prime Big Deal Days, October 6 and 7, telling shoppers they can “see up to 365 days of pricing insights on hundreds of millions of products.”
For shoppers, it’s a way to check whether a deal is real. For sellers, it means every price you set this week, including the one you set right before the event, stays visible for a year. Here’s what the chart shows, how it connects to your strikethrough price, and what to check before October 6.
What shoppers see
On product pages, a Price history link sits next to the price. Shoppers can also ask Alexa for Shopping, the assistant formerly called Rufus. The chart has 30-day, 90-day and 365-day views. Amazon says more than 50 million customers have used price history since it launched in 2024, and the average user checks it about three times a month.
The detail that matters most for sellers comes from Seller Central, not the shopper announcement: the graph shows the lowest Featured Offer price each day. It isn’t your list price or your average price. It’s the lowest price a shopper could have bought at, every day, for a year.
The 365-day view launched in the U.S., the U.K. and India. If you sell in other marketplaces, check a few of your own listings to see which views are live there.
How the chart connects to your strikethrough price
The price history graph and the strikethrough price aren’t separate systems anymore. In a Seller Central announcement this spring, Amazon said it would “align reference pricing” with the information shown in the price history graph. Three rules explain most of what sellers are seeing:
- Typical Price is the 90-day median. It’s labeled “Was Price” in some stores. Since May 18, if your Featured Offer was below its normal non-promotional price for more than half of those 90 days, Typical Price counts every sale, promotions included. In other words, a product that is always on sale no longer has a “regular” price to discount from.
- Peak-event sales are excluded. Prices from events like Prime Big Deal Days don’t count toward Typical Price. Unadvertised price cuts do count as non-promotional prices.
- List Price needs proof. Since April 23, a List Price only shows if the product was recently offered at that price by another retailer, or bought on Amazon as the Featured Offer at that price.
If your strikethrough disappeared this year, one of these three is usually the reason. Our post on how the Featured Offer is decided in 2026 covers the other half of the picture: which offer’s price gets plotted in the first place.
Prime Big Deal Days 2026: what’s still open
| Deal type | Status for October 6 and 7 |
|---|---|
| Lightning Deals and Best Deals | Submissions closed September 22 |
| Prime Exclusive Discounts | Can be submitted up to 12 hours before the event ends |
| Coupons | Open through the end of the event |
Prime Exclusive Discounts need a validated reference price, and Amazon’s minimums apply: at least 5% off your lowest non-promotional price from the last 30 days, 5% off the current price and 5% off the reference price. For event deals, Amazon sets a maximum deal price from several inputs, including your reference price, the lowest price across sellers in the last 30 days and your 60-day low. It notes that a higher discount may be required at peak events.
Two timing rules help you plan the next two months. Peak-event prices are removed from the 30- and 60-day lookbacks after the event. And Amazon says Prime Big Deal Days promo prices won’t affect your maximum deal price for Black Friday week and Cyber Monday.
What a year of visible history changes
Until this spring, Amazon’s own chart stopped at 90 days, and anything older took a tracker like Keepa or camelcamelcamel. Now a full year is one tap away on your own listing, which covers last year’s holiday pricing, Prime Day and everything in between. That changes three things:
- Pre-event markups are visible. Raise your price in late September and drop it on October 6, and the chart shows exactly that, for a year, to every shopper who checks.
- Shallow discounts look shallow. A 10% “deal” on a product that sat at that price for most of the summer won’t read as a deal to anyone looking at the graph.
- Mistakes stay on the record. A pricing error that lasts a few hours becomes the lowest point on your chart. We broke down what a five-hour pricing error actually costs earlier this month, and a year of visible history adds one more line to that bill.
There’s also a legal reason to keep your reference prices honest. The FTC’s Guides Against Deceptive Pricing say a “former price” should be a price the item was actually offered at, in good faith, for a reasonably substantial period. Amazon’s own rules now point the same way.
Your pre-event price history check
Before October 6, open the price history on your top 20 products and look at them the way a shopper will.
- Check the 90-day view first. If the product spent most of the last 90 days on promotion, expect the Typical Price to be low and the strikethrough to be small or missing.
- Don’t raise prices this week. Any increase now sits right next to your event price on the chart.
- Confirm your reference prices are validated before submitting Prime Exclusive Discounts. No validated reference price means no discount.
- Decide your post-event price now. Plan where the price goes on October 8. Dropping straight back to a normal price keeps the history clean. Lingering at the event price for weeks lowers your Typical Price going into Q4.
- Use coupons for smaller tests. Coupons remain open through the event and are a lower-commitment way to add value than a permanent price cut. Our coupons and deals margin breakdown shows how the math compares.
- Write down what you ran. Keep a simple log of event prices and dates. Next year’s Prime Day planning starts from this chart.
For a look at what went wrong for sellers after the July event, see our post-Prime Day mistakes review.
The bottom line
A year of price history rewards brands that price the same way all year and discount for real at events. It punishes the pre-event markup and the permanent sale. If your pricing, promotions and advertising are run by different people, this is where they need to agree on one plan.
That coordination is most of what our Amazon management services team does, alongside Amazon PPC management that plans ad spend around event pricing. If you want a second look at your pricing before Q4, book a free Amazon audit.
Sources: Amazon, “How to check Amazon price history“; Amazon Seller Central help: Reference pricing and promotions FAQ, Deals for events, Prime Exclusive Discounts; Amazon, Prime Big Deal Days announcement (September 14, 2026); FTC, Guides Against Deceptive Pricing. Deal rules can change by marketplace and account, so confirm details in your own Seller Central before acting.
