A strikethrough price on Amazon doesn't always mean a bargain. Learn how to spot a fake discount, the EU's Omnibus Directive, and why Glitchoo separates coupons from the real deal.
Have you ever looked at a product on Amazon with a nice strikethrough price and a -50% next to it, feeling clever for catching it? Then, checking the price history, you realise the "original" price was never that. The Amazon strikethrough price as a real deal? Often, it's not. It's the oldest trick in the book, but platforms still use it (and legally, under certain conditions). In this article, I'll explain what a reference price is, how to spot an inflated strikethrough, what the EU's Omnibus Directive says, and how Glitchoo acts as a shield, showing only the true Amazon discount, never aggregated with dodgy coupons.
What is a strikethrough price on Amazon? Definition and mechanisms
The strikethrough price (or list price, RRP – Recommended Retail Price) is the price the seller indicates as "original" before the discount. On Amazon, you often see it next to the current price, with a percentage next to it. It seems simple: that product used to cost more, now it costs less.
But reality is more nuanced. The strikethrough can be:
- The manufacturer's suggested retail price (MSRP): the recommended public price, not always the one actually charged.
- The average market price: in some marketplaces, the strikethrough is calculated based on other sellers.
- An Amazon historical price: if the product was sold at that price for at least a period.
- A fictitious price: the seller raises the price for a few days, then strikes it through and "discounts" it, creating a fake bargain.
Why can the strikethrough be misleading?
The main problem is that there's no obligation for Amazon to verify that the strikethrough price was actually the selling price for a significant period. On many products from third-party sellers, the strikethrough is the brand's list price, but it can be far from the real selling price. Example: a bag with an MSRP of £200 that has never actually been sold above £120. If Amazon puts it on offer at £110, the -45% is fake.
Real data? To know, you need a history. Glitchoo has it: we verify the selling price over the last 90 days. If we discover the product was stable at £100, then raised to £199 for a week, then "discounted" to £99, the -50% is fictitious.
The Omnibus Directive: what changes for the consumer?
From 28 May 2022, the Omnibus Directive (2019/2161) introduced a key obligation for online sellers in Europe: any price reduction must refer to the lowest price applied by the seller in the previous 30 days. This applies to Amazon and all online shops operating in the EU.
How does it work in practice?
- If a seller wants to indicate a discount, the starting price (strikethrough) must be the lowest price at which they sold that product in the previous 30 days.
- They cannot take an arbitrary list price and discount it, unless sold at that price.
- Exceptions? Fresh products, perishable goods, and some temporary promotions (e.g., Prime Day) can have different rules.
Practical problem: The Omnibus Directive is clear, but its application leaves something to be desired. Many sellers circumvent it by raising the price for a short period, then discounting it. Without a history, you won't notice.
How does Amazon comply?
Amazon, in theory, respects the directive: the strikethrough price you see should be the lowest price of the last 30 days. But often the strikethrough is the "list" price of the third-party seller, not the actual selling price. Additionally, coupons and promotional discounts can muddy the waters.
Glitchoo to the rescue: We show the Trust Score and the 90-day history. If the product has had a real and stable drop, you'll see it. If it had a fictitious price spike just before the discount, we expose it.
How to spot an inflated strikethrough price: practical guide
Here are the warning signs for figuring out if the strikethrough is real or fake, even without tools:
1. Use the price history (the real one)
Never trust the strikethrough price alone. Use monitoring tools like Glitchoo (which compares with the 90-day history) or sites like CamelCamelCamel.
2. Compare the strikethrough with the average price of recent months
If the strikethrough is double the average historical selling price, it's fake.
3. Look at the discount percentage
If the discount is over 60-70% on well-known branded products in non-holiday periods, it's probably a fake discount.
4. Check if the seller is Amazon or a third party
Third-party sellers are more likely to inflate list prices. Amazon generally has a more transparent history (but not always).
Table: signs of fake vs real discount
| Sign | Fake discount | Real discount |
|---|---|---|
| Strikethrough price | Much higher than average historical selling price | Consistent with selling price of recent months |
| Already discounted for weeks? | Yes, often the "strikethrough" remains unchanged for months | Discount is time-limited (flash offer) or seasonal |
| Additional coupon | Often a -20% extra, but the strikethrough is inflated | Coupon is on an already reduced price, not a fake list price |
| Trust Score (Glitchoo) | Low (e.g., 2/10) for volatile history | High (e.g., 8/10) for stable history |
| Seller | Unknown third party | Amazon or direct brand |
Why Glitchoo never calculates the -X% badge on aggregated coupon
This is our distinctive feature. Many deal sites show a -60% discount by adding: Amazon discount (-30%) + coupon (-30%). But a coupon is a temporary price reduction, often tied to a Prime account or a minimum spend. It's not a generalised discount.
Glitchoo's method: The -X% badge you see on our cards is calculated only on the real Amazon discount applied to the selling price (which is itself compared to the 90-day history). The coupon is reported separately, never added.
Concrete example: Today on Amazon UK, you find a Bluetooth Headphones, Bluetooth 5.4 Earbuds on offer at £21.99, with a strikethrough at £89.99 and -85%. Glitchoo's history shows the product was selling at £39.99 for 60 days. The real discount? Not -85%, about -45%. And the extra coupon of £5 is indicated separately. This prevents you from falling for the illusion of a fake bargain.
Why do we do this? For honesty and to respect the Omnibus Directive. If we added the coupon, we'd be misleading the consumer. Moreover, the directive states that the reference price should be the one from the previous 30 days, not the inflated one.
Current examples: real deals today on Glitchoo
To make the article concrete, let's look at some featured deals on our site today:
- Endgame Rubies Black Panther Mask, Multicolour (UK, -92%): A cosplay product with a real discount? The history shows the average price was £25, now sold at £1.49. True discount.
- Champion Legacy American Classics Heavy Powerblend Terry Logo Hoodie Men (UK, -85%): Branded hoodie, but the history shows fluctuations. The strikethrough (£79.99) might not be the lowest selling price of the last 30 days? Glitchoo calculated the real discount on the average selling price.
- Bluetooth 5.4 Earbuds with ENC (UK, -85%): As mentioned, a real discount smaller but still a deal.
You'll find the featured deals below with up-to-date details. Don't wait: prices change constantly. A price error can last hours. Discover the verified deals now.
Domande frequenti
Is the strikethrough price on Amazon always the lowest price of the last 30 days?
No, not always. The Omnibus Directive would require it, but many third-party sellers indicate the list price (MSRP) as the strikethrough, even if it wasn't the selling price. The only way to know is to check the price history. Glitchoo provides it for free.
Why does Amazon show a higher strikethrough than the recent lowest price?
Because Amazon considers the manufacturer's list price as a reference, not the actual selling price. This is legal if the seller indicates it as "recommended retail price", but it can be misleading. The Omnibus Directive tries to limit it, but doesn't ban it completely.
What does "reference price" mean in Amazon's terms?
It's the price Amazon uses to calculate the discount. It can be the list price (if sold by third parties) or the average selling price (if sold by Amazon). It's not a 30-day history, but a variable average.
How can I tell if a coupon is included in the discount?
On Glitchoo, we always separate the coupon from the discount. On Amazon, look at the "Details" section of the offer: if there's a coupon, it's indicated separately. Don't trust sites that add the percentages together.
What's the best tool for verifying the real strikethrough price?
Our 90-day price history is the most transparent. It shows the trend of the selling price, not the list price. You can see if the price has been stable or has had a fictitious spike.
Conclusion
The Amazon strikethrough price is a real deal only if the history confirms it. The Omnibus Directive has raised the bar, but hasn't eliminated fake discounts. Your best ally is verification: use price history, be wary of discounts that seem too good, and always separate the coupon from the real discount.
Call to action: Don't get fooled. Visit Glitchoo's verified deals and check every offer with our Trust Score. Prices change every hour. Snag the real deal, not the fake one.
Want to know how our system works? Discover how Glitchoo works and learn to recognise real deals. But don't waste time: the featured deals below have already passed our checks. Click, verify on Amazon, and grab your bargain.
Glitchoo is an Amazon UK affiliate: if you buy through our links we earn a small commission at no extra cost to you.