How we check a deal: spotting fake “was” prices on Amazon
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“55% off” sounds like a steal. But 55% off what? On Amazon, the crossed-out price next to a deal can mean very different things, and some of them have little to do with what anyone actually paid last month. This is how we tell a real discount from a big number, and how you can do the same in about 30 seconds.
The three prices Amazon shows you
Amazon explains its crossed-out prices on its Strike-Through Pricing and Savings help page. In plain English:
| What the label says | What it means | How much to trust it |
|---|---|---|
| List Price | The suggested retail price (MSRP) from the manufacturer, supplier or seller. Amazon only shows it if the item sold at or above that price on Amazon, or at other stores, in the past 90 days (180 days for seasonal items like jackets and shoes). | Use with care. Amazon itself notes that list prices may not reflect the going market price. |
| Typical Price | The median price customers actually paid on Amazon over the last 90 days, leaving out short-term promotions. | The best of the three. It’s based on real purchases. |
| Lowest price in 30 days | Today’s price is at or below the lowest featured price for that item in the past 30 days (the number of days can vary). | Useful. It tells you now is at least as good as the recent low. |
The short version: a discount measured against a Typical Price is measured against what people really paid. A discount measured against a List Price is measured against a suggested price that the item only needs to have reached once in a while.
Why a big percentage can mislead
Fashion is where this shows up most. On September 30, we looked at the first page of Amazon’s “Limited time deal” results for women’s sweaters and dresses. 12 of 32 sweaters and 11 of 21 dresses claimed 50% off or more. Plenty of them are fine products. But when half the page is “50% off”, the percentage stops telling you much.
Two examples from the same day:
- A designer backpack claiming 55% off. We passed. The discount was measured against a list price, with no Typical Price shown, so there was nothing to tell us anyone regularly paid the “before” price.
- An Amazon Essentials wrap dress at 31% off. We listed it. The 31% was measured against Amazon’s Typical Price, so it was measured against what customers had actually been paying.
The smaller percentage was the more honest deal. That’s the pattern to look for.
This isn’t just our opinion. The FTC’s Guides Against Deceptive Pricing say a “former price” should be one the item was really offered at, openly and in good faith, for a reasonably substantial period, not a number set just so the sale looks bigger.
What we check before we post a deal
- The reference price. We look for a Typical Price or a “Lowest price in 30 days” tag. If a deal only has a list price and claims 50% or more off, we don’t post it unless the price history backs it up.
- The price history. We compare today’s price with what we’ve tracked before. “Lowest price” on our site means the lowest we’ve seen for that exact item.
- Who’s selling it. For our Amazon picks we want the item sold by Amazon.com or by the brand itself, from a brand people know.
- Ratings and reviews. For Amazon products we want at least 1,000 reviews, and a rating that fits the category: 4.4 stars for electronics and home goods, 4.3 for beauty, 4.2 for clothing and shoes, where fit and sizing pull ratings down.
- Every morning, again. Deals are re-checked each morning. When a price goes back up or an item sells out, the deal comes off the site.
When a deal is real but ordinary, we say so. A “Top deal” label on our site means at least 40% off a real former price. Most deals carry no label, a 10–14% discount is marked “Small discount” (and only listed with a reason), and anything under 10% off isn’t listed at all. The full rules are on our About page.
Check a deal yourself in 30 seconds
- Read the label under the crossed-out price. “Typical price” is a good sign. “List Price” means look a little closer.
- Look for “Lowest price in 30 days.” If it’s there, today is at least as good as the past month.
- Check the price history. Free tools like Keepa and CamelCamelCamel chart an Amazon item’s price over months. If today’s “sale” price is where it usually sits, it isn’t really a sale.
- Check who sells it. Under the Buy button, look for “Sold by Amazon.com” or the brand’s own store.
- Compare one other store. Search the exact model at the brand’s site, Walmart or Target. If they’re all the same price, the “deal” may just be the normal price.
The bottom line
A deal badge tells you a price is lower than something. The label tells you lower than what. Trust discounts measured against what people actually paid, be skeptical of big percentages off a list price, and don’t be afraid to wait. Many October prices come back for Black Friday on November 27.
Every deal we post has already been through the checks above. See today’s verified deals, or our Amazon Picks shop for hand-picked Amazon deals with live prices.
Amazon definitions summarized from Amazon’s Strike-Through Pricing and Savings page, checked September 30, 2026. Examples were checked on Amazon the same day; discounts can change at any time. For current prices, follow the links to Amazon.