At a glance
A live alert list of ASINs whose Amazon price has fallen below your DTC list price, the canonical price you set on your own store. When the Amazon offer (yours, a reseller’s, or an automated repricer’s) sits under your DTC price, you are undercutting your own channel, eroding margin, breaking pricing discipline, and potentially breaching a minimum advertised price (MAP) policy. This card flags every ASIN where that has happened so an owner, marketing, or finance lead can act before the price war spreads. It is a cross-channel card: the comparison is Amazon price versus DTC list price.
| What it counts | Each ASIN whose current Amazon price is below your DTC list price, shown as a live alert list. The DTC list price is the reference; the Amazon price is the offending value. |
| Cross-channel basis | Compares the live Amazon offer price against your canonical DTC price for the matched SKU. The violation is any case where Amazon is cheaper than your own store. |
| Who causes it | You (a repricer or promotion set too low), a third-party reseller undercutting on your ASIN, or an automated minimum that drifted below MAP. The card flags the symptom; the cause sits in pricing rules or reseller activity. |
| Why it matters | Undercutting your DTC price trains customers to buy the cheaper Amazon offer, erodes margin, damages reseller and retail relationships, and can breach MAP agreements with consequences for distribution. |
| Relationship to other cards | The broader catalogue comparison is Catalogue Drift vs DTC; the money roll-up of all drift is Catalogue Drift Revenue at Risk. |
| Chart | Alert list of offending ASINs. |
| Unit | Number (count of ASINs below DTC list price). |
| Time window | RT (real-time / live). |
| Alert trigger | >0 ASINs below DTC list price. |
| Roles | owner, marketing, finance |
Calculation
Calculated automatically from your Amazon Seller Central data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A UK premium-cookware brand with a DTC Shopify store and an Amazon presence, plus authorised resellers. Snapshot taken 14 Mar 26.| ASIN | Product | DTC list price | Amazon price | Below DTC by | Likely source |
|---|---|---|---|---|---|
| B0XXXX1 | Cast-iron casserole | £120 | £99 | £21 (18%) | Reseller repricer race-to-bottom |
| B0XXXX2 | Chef’s knife | £85 | £79 | £6 (7%) | Your own promotion left running |
| B0XXXX3 | Frying pan, 28cm | £60 | £54 | £6 (10%) | Reseller undercut |
| MAP Violation Risk (this card) | 3 ASINs |
- The worst one is reseller-driven and self-reinforcing. The casserole at 18% below DTC is a reseller repricer racing to the bottom. Left alone, other resellers follow and the floor keeps dropping. This needs a direct response: enforce your MAP policy with the reseller, or compete on the Buy Box with an authorised offer that holds the line.
- One violation is your own doing. The chef’s knife is 7% under because a promotion was left running on Amazon while the DTC price reset. That one is fixable in seconds, end the promotion or raise the Amazon price. Always check your own pricing rules before blaming resellers.
- Small percentages still matter on premium goods. Even the 7% and 10% violations undercut a premium brand’s positioning and margin. For a brand whose value rests on consistent pricing, any sustained gap below DTC is a problem, which is why the alert trips on a count above zero rather than a percentage threshold.
>0). The action: correct your own promotion immediately, enforce MAP with the offending resellers, and where a reseller will not comply, decide whether to compete on price with an authorised offer or escalate. Cross-check Catalogue Drift Revenue at Risk for the money exposed.
Sibling cards merchants should reference together
Price discipline sits inside the wider drift and channel picture:| Card | Why pair it with MAP Violation Risk |
|---|---|
| Catalogue Drift vs DTC | Price is one form of drift. This card is the price-only slice; that card covers content, pack, and attribute drift too. |
| Catalogue Drift Revenue at Risk | The money roll-up of all drift, including the margin exposed by these price violations. |
| Channel Mix (Amazon vs DTC) | Context: the more sales depend on DTC, the more damage Amazon undercutting does to your highest-margin channel. |
| ASINs with Third-Party Offers | Identifies the ASINs where resellers compete, the usual source of MAP violations. |
| Top Buy-Box-Loss ASINs | Resellers undercutting on price often take the Buy Box too; the two problems frequently appear together. |
Reconciling against Amazon Seller Central
Where to look in Seller Central: This card has no single native equivalent, because it compares the Amazon price against an external reference (your DTC list price). To verify it manually you compare two sources:Amazon side: the live detail-page price for each ASIN (Seller Central → Inventory → Manage Inventory shows your offer; the detail page shows the winning offer including resellers). DTC side: your canonical list price for the same SKU on your own store or price master.Where the Amazon price is below the DTC list price, that ASIN is a violation. Amazon enforces no MAP for you, the policy is yours, so there is no native Amazon report for this. Timing and reporting-lag table:
| Topic | Detail |
|---|---|
| Price freshness | Amazon offer prices are read each sync. A reseller can change price between syncs, so a brand-new undercut may take a short while to appear. |
| DTC reference freshness | The comparison uses the DTC list price from the connected source of truth; a DTC price change just made may not yet be reflected. |
| Winning-offer vs your offer | A violation can come from a reseller’s offer, not yours. The card looks at the relevant Amazon price for the ASIN, which may not be your own listing. |
| SKU mapping | Detection depends on a clean Amazon-to-DTC SKU mapping; unmapped products cannot be compared. |
| Reason | Direction | Why |
|---|---|---|
| Reseller price volatility | Either direction | Reseller repricers change prices frequently; a manual check minutes later can show a different price than the card’s last sync. |
| DTC reference lag | Either direction | If the DTC list price feed is stale, the comparison uses the last known DTC price, not the live one. |
| SKU mapping gaps | Ours can be lower | Products without a clean Amazon-to-DTC mapping are not compared, so genuine violations on unmapped SKUs are missed. |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
| DTC / Shopify price data | This card is the join. It only exists because Amazon and DTC pricing are both connected; the violation is Amazon price minus DTC list price. | If the DTC connector is not linked or mapping is incomplete, the card under-reports because it has no reference price for some products. |