Typical Price vs List Price on Amazon: how to read a deal
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During Black Friday and other sales, Amazon product pages show a crossed-out price next to the current one. What that crossed-out number means depends on its label. This page explains each label using Amazon's own help page on strike-through pricing, so you can tell what a "percent off" is actually measured against.
The labels at a glance
| Label | What Amazon says it is | What it tells you |
|---|---|---|
| List Price | The manufacturer's suggested retail price (MSRP) supplied by the manufacturer, supplier or seller | A suggested price, which may not reflect what the item usually sells for |
| Typical Price | The 90-day median price customers paid for the product on Amazon, excluding limited-time promotions | Closest to "what people normally pay here" |
| Lowest price in XX days | The current price is lower than or equal to the lowest featured offer price on Amazon in the past XX days | A claim about a stated recent period only |
| New Price | The current featured offer price for a new version of the item | Shown against renewed offers |
| One-Time Price | The current featured offer price for a one-time purchase | Shown against Subscribe & Save offers |
List Price: a suggested price, with a usage check
Amazon describes the List Price as the suggested retail price of a new product, as provided by a manufacturer, supplier or seller. Amazon adds a condition: except for books, it only displays a List Price if the product was bought by customers on Amazon, or offered by other retailers, at or above that price in the past 90 days for non-seasonal products (like TVs and headphones), or in the past 180 days for seasonal products (like ski jackets and shoes).
Amazon itself notes that List Prices may not reflect the prevailing market price. A "40% off List Price" deal can therefore be a smaller saving against what the item usually sells for. A Bundle List Price works the same way for bundles: the List Price of the bundle, or the sum of its items' List Prices.
Typical Price: the 90-day median
The Typical Price is the 90-day median price paid by customers on Amazon. Amazon says it excludes prices paid while the product was on a limited-time promotion, and prices paid in the Amazon Haul or Amazon Now stores. For Amazon Fresh offers it is the median local price over the last 35 days, excluding promotions.
Because it is a median of what customers actually paid, a discount measured against the Typical Price is usually the more useful number when you compare deals.
"Lowest price in XX days"
This label means the current price is lower than, or equal to, the lowest featured offer price for that item on Amazon in the past XX days, for example 30 days. It says nothing about earlier periods. An item can be at its lowest price in 30 days and still have been cheaper during a sale before that.
How Amazon Haul is different
Inside Amazon Haul, a strike-through amount labeled Typical Price is, per Amazon Help, the 90-day median price paid by customers for that product in Amazon Haul, excluding limited-time promotions. Since the Amazon-wide Typical Price leaves out Haul prices, the two are measured separately: a Haul discount compares Haul with Haul. For more on Haul savings, see Amazon Haul deals and discounts.
Reading a Black Friday deal
- Find the label. Is the crossed-out price a List Price or a Typical Price? The percentage shown is measured against that number.
- Prefer Typical Price for comparisons. It reflects what customers paid over 90 days, without limited-time promotions.
- Read "lowest in XX days" literally. It covers that many days, no more.
- Check the seller and the version. New, renewed and Subscribe & Save offers each have their own reference price.
- Check returns before you buy. See our holiday return policy guide.
If a strike-through price looks wrong, Amazon says to use "Report an issue with this product or seller" on the product page.
What this site does not do
We explain the labels; we do not track prices, send price alerts or publish price histories. For event dates, see Amazon Black Friday 2026.