How to Capitalize on Amazon’s Super Saver Shipping Price Increase

Amazon just changed the price for non-Prime members to qualify for Free Super Saver Shipping, an increase from purchases of $35 to $49 In other words, non-Prime members now have to have at least $49 of Prime eligible items in their shopping cart in order to qualify for free shipping. This can be an order containing a combination of items from every category. Another update is that book buyers can now qualify for Free Super Saver Shipping when they buy at least $25 in books.

This is the first time in over 2 years (and the 2nd time in over a decade) that Amazon has changed the price to qualify for free shipping.

Already, people on FBA forums and Facebook pages are complaining about this change, but I see it as a way for FBA sellers to capitalize on a HUGE opportunity. If you react correctly, then this change by Amazon will actually help your business. Here are some reasons to celebrate this change:

Amazon-Prime-Streaming-Video-Service-Bundles1. With this change, more people will sign up for Amazon Prime. With even more people signed up for Prime, there will be more people to buy your FBA products.

2. Before today, the “magic number” for pricing an item was $35. Since people want some items to be Fulfilled By Amazon and arrive at their door just 2 days later, some people are willing to pay just about anything to get that item fast. Before today, people would buy an item for $35 just to get it in 2 days even though there were Merchant Fulfilled sellers selling the same item for $10. Now that the price is $49, that means more people paying more money for the same items.

It will take some work, but those that react the fastest will win. I recommend doing some price changes quickly. Here is what I plan on doing with my inventory:

Price-Increase1. Change many of my $35 priced items to $49 immediately.

2. See what items I have that are priced between $40 and $48.99 and raise ALL of those prices to $49.

3. Look at the items that are currently between $30 and $39.99 and see if I want to raise those prices to $49. Based on the competition, there might be some items that I would be smart to raise the price on.

4. See if I have any books that are priced between $20 and $24.99 and raise those prices to $25.

Of course there will be some exceptions to the above rules. Exceptions come into play when you look at other current FBA prices, how many items are being sold of that item, how the particular product category works, and more… but most of my prices will be updated with this thought process in mind!

One last tip: Another “magic” price point will be $24.50. If the item you have could possibly be bought in multiple quantities, then this is a great price point for people who want to buy two. Two items at $24.50 total $49 and qualify for Free Super Saver Shipping!

So what do you think about the new $49 price point (and $25 price point for books)? How do you plan to react to these changes? I’d love to hear your thoughts in the comments below.

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14 responses to “How to Capitalize on Amazon’s Super Saver Shipping Price Increase

  1. Great spin on this, everything else I’ve read has been more from a negative aspect. I’m repricing today!

  2. I had the exact same thought about more people subscribing to Prime! I think ultimately this will help FBA sellers. Thanks for the push to reprice quickly, I’m going to do that right now.

  3. This is great advice!

  4. Be careful …. When I first started FBA ,over 3 yrs ag, I followed this logic an designed listing to price at $35 or 17.50….. This all made sense to me… trouble is it the $35 price point did not work very well and i had to back off because of competition… The $17,50 and now 24.50 worked better….
    Another idea is to revisit the idea of doing more MF w/free shipping give your customers a choice… that amazon does not.

    • Yes, be careful… my suggestions are not to be taken on every item in your inventory… only on those where it makes sense. If you have a lot of competition on some items, then it makes more sense to not raise your price, but on many items it does make sense. Everyone runs their business differently, so do what is best for your business model.

  5. I appreciate the positive CONTENT. It’s a great way of looking at it.

  6. Interesting take, Stephen, but most of all I love your positive attitude. You look for ways to make a change work to your advantage. I think that is the real gold nugget in this post! Attitude is everything…

  7. Some folks have already said it in the comments, but I too think that this is a wonderfully positive spin on what could be perceived as a potentially negative change at Amazon.

    I am learning something new from your posts and blog all the time, thank you for the effort you put into encouraging others!

  8. “Before today, people would buy an item for $35 just to get it in 2 days even though there were Merchant Fulfilled sellers selling the same item for $10.”

    This is not entirely correct. prime gets you free two day shipping, but non prime members got free super saver shipping on orders over $35. Super saver shipping was usually around 5 days. So now an even bigger incentive to sign up for prime.

  9. I agree AZ has great wordsmiths they say free two day shipping and most customers think they will get it in two days what AZ really means it they will get around to shipping it out in 2 days…. that is why when i have AZ fulfill something I sell on eBay I don’t even get a tracking number from them in a timely way to report it to eBay …. Most of us know that MF can ship faster than AZ.. but you can’t argue with AZ customers who are in Love with AZ it seems no matter what…

    • elligible, Amazon tells the customer that they will get their Prime eligible purchases by the 2nd day if they order by a certain time that day. If you are ever buying a prime item and get it later, you can actually ask Amazon for an extra free month of Prime if they deliver an item after the 2 day promise period.

  10. I agree!! GREAT NEWS for FBA Sellers!!! this will help us enormously!

  11. Jay,

    You have that backwards. Amazon guarantees 2-day delivery from date of shipment. They do not guarantee that it will be shipped within 2 days.

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