ASA Compliance Group • Fair pricing appeal • Since 2016

Amazon flagged your price? We identify the offer, comparison, shipping, or reference-price problem. We find which pricing signal fired, then answer that one with the offer record.

Sellers search for price gouging. Amazon is almost always enforcing something narrower and more answerable.

For cases we accept: the exact notice and offer state, the total price with shipping, the comparison being made, and the repricer or feed that produced it.

  • The problem A suppressed offer, a lost Featured Offer and a deactivation are different events, and the response differs with them.
  • Why appeals fail Higher costs are offered as the justification. That explains the price without answering the customer-trust policy.
  • What we do Identify the exact signal, test the comparison for like-for-like, find the automation that set the price, and correct the total offer.
Get my case strategy See what the file needs

A real person reads your case and replies within about an hour.

Or Shamosh on stage at the European Seller Conference, Prague, March 2025, speaking about Amazon enforcement and reinstatement
I speak about enforcement; I run appeals in Seller Central every day.

ASA Compliance Group operates Amazon Sellers Appeal. On pricing files we identify the signal, test the comparison, and correct the total offer in Seller Central.

Start here

Paste the notice and the ASIN

Include the offer state, the item and shipping price, and any repricer or feed involved. Four short steps. Or Shamosh reads every intake.

  • Every case is personally reviewed before we take it on.
  • Most first replies are sent within about an hour.
  • Eligible cases get a written Case Strategy tied to your Performance Notification.
Or Shamosh, Founder and CEO, ASA Compliance Group

Or Shamosh · Founder and lead strategist

5,500+ enforcement cases since 2016. Every intake is personally assessed before acceptance.

Send what you have, including prior DIY or agency appeals. We say what is viable in writing before you commit.

Questionnaire

If the questionnaire does not load, open intake on the account page.

What happens after you submit

  • You’ll receive a review email within about one hour.
  • If Amazon gave you a reply deadline, mention it in the form so we can time delivery to it.
  • If eligible, you receive a written Case Strategy: what is driving the enforcement, what we would argue, what evidence matters, and how we would run Seller Central.

Let's see what it will take to resolve this.

Why we ask: tell us what happened. A real person reviews what you send and replies in writing with your case strategy, including our assessment of the case and the approach we recommend. We also include the fee before you decide whether to proceed. No sales calls.

About 3 minutes. We save your progress as you go.

What happens when we take over
You submit intake; we run the pricing file
YOU Submit intake with the notice, the offer state, and the item and shipping price
WE Identify which pricing signal fired and test whether the comparison is like-for-like
WE Find the automation that produced it and correct the total offer
GOAL A pricing state Amazon can accept; Amazon decides eligibility
  • Since 2016 · Amazon reinstatement specialists
  • 5,500+ documented cases
  • 98% scoped historical rate
  • Full Seller Central handling for cases we accept

Across ASA’s accepted and fully managed enforcement cases (all notice types we take on), not pricing matters alone. Details under Proof.

Knowledge

Price gouging, and what Amazon is actually enforcing

Sellers arrive searching for price gouging, and Amazon is normally enforcing its Marketplace Fair Pricing policy. That is a customer-trust rule rather than a legal finding, and the distinction is practical: a policy position can be answered with the offer record.

What triggers it varies. An offer materially higher than recent prices or prices elsewhere, excessive shipping, a misleading reference price, a suspected pricing error, or a total customer price Amazon reads as harmful to trust. The policy itself sets out the comparisons in scope, and the reference-price rules govern list and comparison pricing.

Three different outcomes, routinely called by each other's names:

Featured Offer lost

The listing sells and your offer is not the highlighted one. Price is one input among several, including delivery and account performance.

Offer deactivated

That offer is no longer buyable, often as a suspected pricing error. The listing and the account are unaffected.

Escalated action

Listing removal or account-level consequences, which depend on severity and history. A single event can still be treated as serious.

Establish which of those you actually have before drafting, from Pricing Health and the offer state. A response written for a deactivation, sent about a lost Featured Offer, reads as not understanding the notice.

Triggers

Which signal fired

These have different evidence and different fixes. The notice usually names one of them, and the offer record confirms it.

1. An offer price above recent prices

The price is materially higher than what the listing has recently sold for. Cost increases explain how the price was set, and the policy is about the customer's experience of it, so the two arguments pass each other.

Two different reference prices sit behind these notices and the first job is establishing which one caused the display or the enforcement. List Price is supplied by the seller, and from 23 April 2026 Amazon validates it only where the product was recently offered at that List Price by another retailer, or purchased by customers as the Featured Offer on Amazon at that price. Typical Price, formerly Was Price, is calculated by Amazon from recent sales history, and its calculation changed on 18 May 2026: where more than half of the days in the 90-day price history are below the non-promotional median, Amazon includes all sales, including promotional sales. The reference-pricing FAQ sets out both alongside the reference-price policy. Then map your own price history, promotions, coupons and reference-price inputs across the relevant period. Often the movement is smaller than it appears once a lapsed promotion is accounted for.

2. Excessive shipping

The item price looks ordinary and the delivered price does not. Amazon can evaluate the total a customer pays, so a low price with heavy shipping is a recognised pattern rather than a loophole.

Item price
What the offer shows before delivery. The number sellers usually check and correct.
Delivered price
Item plus shipping, which is what the customer experiences and what can be assessed.

Check the shipping template and its behaviour by destination, because a rate that is reasonable domestically can be the whole problem on a particular route.

3. A misleading reference price

A List Price or Typical Price that implies a discount the product has not genuinely had. Reference pricing has its own rules and is assessed separately from the selling price, so an entirely reasonable price can still fail on the comparison shown beside it.

Reference prices are meant to reflect genuine recent or intended substantial sales. A figure carried over from a launch, or set to make a discount look larger, is the usual finding.

4. A repricer or feed error

The most common cause of a sudden flag, and the most straightforward to evidence. A misplaced decimal, a currency mismatch, a minimum or maximum that was never set, a rule that reacted to a competitor's error, or two feeds writing over each other.

  • A price that moved sharply and briefly
  • A value that is a clean multiple or fraction of the intended one
  • Changes at times nobody was working
  • A minimum or maximum rule that is absent or wrong

Repricer logs settle this quickly, and the correction has to include the rule as well as the price. Fixing the number and leaving the automation unchanged simply schedules a repeat.

5. A comparison with an outside price

Amazon's published policy allows comparison with recent prices offered on or off Amazon. If Pricing Health or the notice identifies another product as the comparison, test whether it is genuinely like-for-like rather than assuming the comparison.

Test it on brand, model, pack count, condition, shipping, membership requirements, region and availability. A comparison that fails on any of those is worth documenting precisely, and a vague objection that it is unfair is not.

Appeals

Why DIY pricing appeals get rejected

Reviewers are looking at a customer-trust signal and a current offer. Most rejected responses argue commercial freedom instead.

Arguing the right to set prices

True as a commercial matter, and it does not engage the customer-trust policy Amazon is applying.

Item price fixed only

The price lowered while excessive shipping, the reference price, the automation or another channel's listing stay as they were.

A named comparison taken on trust

Competitor or similar products offered as proof when they differ in brand, model, pack count, condition or fulfilment.

Cost increase as the answer

Supplier costs presented as automatically justifying the price under Amazon's policy. They are context.

Repeated large changes

Price moved sharply again without checking Pricing Health, the minimum and maximum rules, recent history and external listings.

Naming the wrong event

A lost Featured Offer described as a suspension, or a policy warning as a legal finding. Both signal the notice was not read closely.

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The file

What a correct pricing file usually contains

Identify the signal, test the comparison, find the cause, correct the total offer. Most of this is retrievable in an afternoon.

Diagnosis

Record the notice or Pricing Health entry, the listing and your code, the marketplace, the offer status, the item price, the shipping, the total, and the dates. Then state which event occurred: Featured Offer ineligibility, offer deactivation, listing removal, or something broader.

That classification decides the register of the response. An offer-level suppression is a pricing correction; an account-level consequence is a different conversation, and where Amazon has acted under its suspension or termination provision it may be a Section 3 matter instead.

The comparison, tested

Where a comparison is the stated basis, examine whether it is like-for-like on every axis that affects what a customer gets:

  • Brand, model and generation
  • Pack count and quantity
  • Condition and warranty
  • Shipping cost and delivery speed
  • Membership or subscription requirements
  • Region, availability and seller type
  • The timestamp of the compared price

Document the differences you find with evidence rather than assertion. Amazon's internal model is not published, so the achievable showing is that the comparison as described does not hold, supported by a like-for-like record. Amazon still decides whether to restore the offer or take another action. Where the mismatch is because the listing itself misdescribes the product, correct that first: see incorrect detail page.

The cause, in the automation

Price history, repricer settings and logs, feed records, minimum and maximum rules, promotions, coupons, reference-price inputs, shipping templates and user permissions. Between them these usually show exactly how the flagged price came to exist and who or what set it.

Cost and supply changes belong in the file as context. Presented as the justification they invite the answer that the policy is about the customer's experience of the price rather than the seller's reason for it.

The corrected state

Correct the whole offer rather than the visible number: item price, shipping, reference price, promotions, and the automation rules that produced them. Then verify with a fresh Pricing Health check and a live look at the offer.

Add the control that prevents a repeat: minimum and maximum bounds, an approval threshold above a defined change, alerting on sharp movements, and a named owner. Correcting a price restores an offer sometimes; it does not restore the Featured Offer, which depends on factors beyond price.

Have ready when you submit intake

  • The notice or Pricing Health entry, and the offer state
  • The listing, your code and the marketplace
  • Item price, shipping and total, with dates
  • Recent price history and any promotions
  • Repricer settings, rules and logs
  • Your own listings on other channels
  • Every prior appeal, case and Amazon reply

If the comparison Amazon used is not stated in the notice, say so rather than guessing at it. Working from an invented comparison produces a response that answers nothing.

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Proof

Documented outcomes

Scoped historical outcomes on cases we accepted and fully managed. One seller voice below; deeper galleries live on account reinstatement.

Since 2016 Amazon reinstatement specialists
5,500+ Documented enforcement cases
98% Scoped historical reinstatement rate
Seller Central We run the appeal for cases we accept
What the 98% figure means (population, success, review)

Population: historical cases ASA accepted and fully managed (we prepared the compliance response and ran follow-ups in Seller Central). The figure combines reinstatement and restoration work across notice types in that managed population, not pricing matters alone. Declined intakes and self-serve template buyers are not in the rate.

Success: reinstatement or restoration of the privileges Amazon had restricted for that file (account, listing, verification, funds, or related, depending on the case). Amazon decides every outcome; the rate is not a guarantee for future cases.

Review: the underlying records were independently reviewed. Verified as of .

More methodology context and galleries: account reinstatement proof.

“In less than 24 hours after the appeal, my account was reactivated with all products available for sale.”

Alex Huditan · Seller · Account reactivated

More outcomes and video proof: account reinstatement proof.

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FAQ

For sellers who already have the Performance Notification. Broader questions: full FAQ library.

Is a fair-pricing warning the same as price gouging?
Not exactly. Amazon generally enforces its Marketplace Fair Pricing Policy and may suppress an offer, remove a listing or take broader action where pricing harms customer trust. That is not necessarily a legal finding of price gouging. Identify the exact notice, the offer state, the total price, the timeframe and the comparison point before responding.
Can shipping charges trigger the policy?
Yes. Amazon may evaluate the total price a customer pays, including shipping, so unusual or excessive delivery charges can trigger action even where the item price looks reasonable. Review the item price, shipping, promotions, reference price, marketplace settings and automation together, then document the corrected total offer.
Does Amazon compare prices outside Amazon?
The published policy allows comparison with recent prices offered on or off Amazon. It does not set out a general comparable-product rule, so where a notice names another product the first job is to test whether it is genuinely like-for-like. Review your own external channels, the item and shipping totals, model and pack-count equivalence, promotions and timing. A comparison is only useful evidence when the products and the commercial terms are genuinely comparable.
Why is my Featured Offer suppressed?
Featured Offer eligibility can be affected by price competitiveness, total price, delivery, account performance, inventory and other factors. Check Pricing Health and the offer status before attributing the result to one policy. Correcting a fair-pricing issue may restore eligibility, and it does not by itself return the Featured Offer.
What records should a pricing appeal include?
The notice, the listing and code, the dates, item and shipping price history, Pricing Health status, repricer settings, minimum and maximum rules, promotions, reference prices, external listings, and any documented correction. Cost changes provide context, and the response should address Amazon's customer-trust concern and the current offer state directly.
What do you need to start?
The notice or Pricing Health entry, the listing and offer state, the item and shipping price with dates, any repricer or feed involved, and every prior appeal or Amazon reply.
What is in the Case Strategy?
For eligible cases: which pricing signal we think fired, whether the comparison holds up, what produced the flagged price, and the offer and rule corrections we would make. Amazon’s decision is never guaranteed.

Send the notice. Get the strategy.

If Amazon flagged your price or deactivated an offer, start with the questionnaire.

Get my case strategy Account reinstatement services

Listing removed rather than mis-described: listing reinstatement. Other notice names: all suspension types.