Amazon’s ‘See Price in Cart’: Key Insights For Brands

Amazon continues to introduce features aimed at improving the buying experience for its customers, and the “See Price in Cart” option is one such tool. While this feature allows flexibility in pricing strategies, brands need to be aware of its potential impact on sales and customer perceptions. Though seemingly minor, it can add complexity to the checkout process, which could influence how customers engage with your products on the platform. Understanding these dynamics is essential for brands looking to maintain a seamless and effective customer journey.

1. Impact on Sales Conversion

Adding friction to the customer journey is rarely beneficial, and the “See Price in Cart” feature is a perfect example. This feature requires potential buyers to take extra steps to see the final price, making the purchasing process more cumbersome. Evidence shows that streamlining the buying experience leads to higher conversion rates, as seen with Amazon’s “Buy Now” button, which simplifies the checkout process and significantly boosts sales.

With the “See Price in Cart” feature, customers might get frustrated by the added steps and abandon their purchase altogether, leading to reduced unit sales. The key takeaway here is simple: fewer steps lead to more conversions. Brands must consider whether this additional friction is harming their sales performance.

2. Brand Perception and Discounting

The “See Price in Cart” feature can also affect how your brand is perceived. By not displaying the price upfront, it often signals to customers that the product is discounted. Even if the actual discount isn’t significant, the association with a “hidden” price can lead to the perception that your brand is part of a bargain strategy, which might not align with premium positioning.

This can erode brand value over time, especially if customers start viewing your products as perpetually discounted. Maintaining a premium brand image on Amazon becomes even more critical when you’re competing with unauthorized sellers and gray market listings that already undermine your pricing strategies.

3. Is “See Price in Cart” a MAP Violation?

The legal debate surrounding Minimum Advertised Price (MAP) policies and the “See Price in Cart” feature is ongoing. Some might argue that hiding the price until the cart could be a gray area in terms of MAP compliance. However, rather than delving into legalities, it’s important for brands to focus on protecting their pricing integrity.

Including clauses on “See Price in Cart” scenarios in reseller agreements could help manage this. This would ensure that your resellers align with your brand’s pricing strategy, minimizing price erosion and protecting your product’s perceived value.

Navigating the “See Price in Cart” Complexity with POTOO Solutions

While Amazon’s “See Price in Cart” feature may seem like a small change, its impact on unit sales, brand perception, and potential MAP policy compliance cannot be overlooked. Brands should be proactive in managing how this feature affects their business. Including it in reseller agreements, improving product perception, and leveraging the right tools to monitor pricing will ultimately lead to better outcomes on the platform.

At POTOO Solutions, we’re here to support your brand’s strategy, providing actionable insights and protection to ensure you’re navigating Amazon’s complexities successfully.

Contact us today to help safeguard your brand and elevate your strategy!