At the end of May, a number of new laws came into force that are intended to ensure more transparency and security when shopping online. Among other things, retailers are now obliged to display prices more transparently. Amazon also has to implement the regulation, which suddenly makes many supposed bargains less attractive.
One or the other may have noticed the changes in the price information on Amazon. The offers are no longer compared to the conventional Amazon sales price or even the RRP, but to the last lowest price. The new information means that discounts can suddenly be significantly lower than before. Amazon shouldn’t be particularly happy about this, but the changeover is practical for customers.
New price information at Amazon finally shows actual savings
So far, Amazon has liked to compare the discounted prices with the RRP or the list price. As a result, customers were tricked into getting a higher discount than they actually got. Because the earlier comparative prices usually had little in common with the “street prices”. TECHBOOK has repeatedly pointed out this fact during campaign days such as Black Friday, Cyber Monday or Singles Day.
Also read: These online shopping changes are now in effect!
However, a change in the price indication regulation has now led to Amazon having to change its price indications. The revised §11 has been in place here since the end of May, which obliges the seller to state the lowest total price that was calculated within the last 30 days before the current price reduction in the event of a price reduction. So instead of comparing with the significantly more expensive RRP, dealers have to indicate the cheapest price of the past month. As a result, the discounts they advertise shrink, sometimes enormously, and customers in turn see a realistic price comparison. You can therefore judge much better whether an offer is really good or whether it might not be worth it at all.
Another advantage of this transparent price information on Amazon and other retailers is that they cannot artificially increase the price of an item before the offer comes into effect, only to then simulate a larger discount.
Also Read: The Unknown Bargain Category on Amazon
exceptions to the rule
The mandatory changes to the price indication apply not only to Amazon, but to all (online) retailers who advertise their offers with price comparisons. However, some promotional prices are excluded from this. According to the IHK, for example, a sticker with a percentage discount on the goods is sufficient for perishable goods with a short shelf life.
Furthermore, the dealers may draw a comparison with the non-binding sales price (RRP) if this does not give the impression that this price was ever asked for at the time of sale.
There are also the following exceptions to the Price Indication Ordinance:
- general price statements, such as “banger price”, “sale” or “low price”,
- mere indication of the reduced price without indication of a previous price,
- new products added to the range,
- Promotions such as “1+1 free” or “Buy 3 pay 2”,
- discounts due to loyalty programs,
- individual price reductions,
- Price reductions for perishable goods or goods with a short shelf life.