[{"data":1,"prerenderedAt":84},["ShallowReactive",2],{"$fu5vQI_ej8ktkMdTzS4WKStkf4MqZiZ0ZpM9sH8mNEAo":3},{"title":4,"date":5,"dateModified":5,"datePublished":6,"dateModifiedISO":6,"image":7,"content":8,"faq":9,"metaTitle":26,"metaDescription":27,"author":28,"authorBio":29,"authorLinkedin":30,"authorTitle":31,"authorPhoto":29,"lastReviewed":5,"researchBasis":32,"category":33,"readingTime":34,"related":35,"prev":51,"next":54,"toc":57,"takeaways":80},"Charm Pricing on Amazon UK: 49.5% of Priced Products End in .99","25 Sep 2026","2026-09-25","/img/news/amazon-uk-charm-pricing-99-endings-2026.png","\u003Cp>Psychological pricing on Amazon UK is the norm: 49.5% of the 193,782 priced products in our sample end in .99, and 62% of prices end in a 9. The prices come from a snapshot of amazon.co.uk search results taken on 23 to 24 September 2026. Amazon's own listings are the clear exception.\u003C/p>\n\u003Caside class=\"callout callout--note\">\u003Cspan class=\"callout__label\">Note\u003C/span>\u003Cp class=\"callout__body\">How we measured: a keyword-driven sample of 868 keywords, pages 1 to 7, taken at one point in time. We used the price shown in the search result, so a product counts once whatever its variants cost. Seller country means the declared business address on the seller profile, and we capture about 11 sellers per product at most. Our \u003Ca href=\"/blogs/amazon-uk-marketplace-report-2026\">Amazon UK marketplace statistics 2026\u003C/a> report has the full method, and \u003Ca href=\"/blogs/is-price-scraping-legal-eu-2026\">is price scraping legal in the EU\u003C/a> covers the legal side.\u003C/p>\u003C/aside>\n\u003Ch2 id=\"how-amazon-uk-prices-end\">How Amazon UK Prices End\u003C/h2>\n\u003Cp>We took the pence part of every price and counted how often each ending appears. One ending dominates.\u003C/p>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>Price ending\u003C/th>\n\u003Cth>Share of priced products\u003C/th>\n\u003C/tr>\n\u003C/thead>\n\u003Ctbody>\u003Ctr>\n\u003Ctd>.99\u003C/td>\n\u003Ctd>49.5%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>.00 (whole pounds)\u003C/td>\n\u003Ctd>5.2%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>.95\u003C/td>\n\u003Ctd>4.3%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>.49\u003C/td>\n\u003Ctd>3.6%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Any ending in 9\u003C/td>\n\u003Ctd>62%\u003C/td>\n\u003C/tr>\n\u003C/tbody>\u003C/table>\n\u003Cp>The .99 ending is far more common than a whole-pound price. Add the .49, .89, .79 and other endings that finish in 9, and 62% of priced products end on that digit.\u003C/p>\n\u003Cfigure class=\"article-figure\">\u003Cimg src=\"/img/news/amazon-uk-charm-pricing-99-endings-2026-chart-1.png\" alt=\"Bar chart: 49.5% of 193,782 priced Amazon UK products end in .99, against 5.2% ending in .00 and 4.3% in .95.\">\u003Cfigcaption>Scrapewise analysis of amazon.co.uk, 23-24 Sep 2026\u003C/figcaption>\u003C/figure>\n\u003Caside class=\"callout callout--tip\">\u003Cspan class=\"callout__label\">Tip\u003C/span>\u003Cp class=\"callout__body\">Every price in this chart came from the \u003Ca href=\"/scrapers/amazon-search\">Amazon Search API\u003C/a>, which returns the displayed price of each product in a search result, along with its position, rating and review count.\u003C/p>\u003C/aside>\n\u003Cp>Our data cannot say whether .99 makes shoppers buy more. It shows how often the ending is used, and by whom.\u003C/p>\n\u003Caside class=\"article__usecase-card\">\u003Cdiv class=\"article__usecase-label\">Related use case\u003C/div>\u003Ch3 class=\"article__usecase-title\">E-commerce market research\u003C/h3>\u003Cp class=\"article__usecase-blurb\">Size categories, track assortments, and monitor trends with structured data.\u003C/p>\u003Ca class=\"article__usecase-link\" href=\"/use-cases/ecommerce-market-research\">See how it works →\u003C/a>\u003C/aside>\u003Ch2 id=\"who-uses-99-and-who-does-not\">Who Uses .99 and Who Does Not\u003C/h2>\n\u003Cp>To see which sellers pick .99 prices, we looked at listings with exactly one seller. On those, the price belongs to one seller, so we can group listings by who sells them: Amazon itself, or a marketplace seller grouped by its declared business address.\u003C/p>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>Seller group\u003C/th>\n\u003Cth>Share of single-seller prices ending in .99\u003C/th>\n\u003C/tr>\n\u003C/thead>\n\u003Ctbody>\u003Ctr>\n\u003Ctd>Hong Kong-based sellers\u003C/td>\n\u003Ctd>65.7%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>China-based sellers\u003C/td>\n\u003Ctd>61.7%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>US-based sellers\u003C/td>\n\u003Ctd>60.2%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>UK-based sellers\u003C/td>\n\u003Ctd>59.8%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>EU-based sellers\u003C/td>\n\u003Ctd>45.8%\u003C/td>\n\u003C/tr>\n\u003Ctr>\n\u003Ctd>Amazon\u003C/td>\n\u003Ctd>27.4%\u003C/td>\n\u003C/tr>\n\u003C/tbody>\u003C/table>\n\u003Cfigure class=\"article-figure\">\u003Cimg src=\"/img/news/amazon-uk-charm-pricing-99-endings-2026-chart-2.png\" alt=\"Bar chart: on single-seller Amazon UK listings, 27.4% of Amazon's own priced listings end in .99, against 61.7% for China-based sellers and 59.8% for UK-based sellers.\">\u003Cfigcaption>Scrapewise analysis of amazon.co.uk, 23-24 Sep 2026\u003C/figcaption>\u003C/figure>\n\u003Cp>Marketplace sellers based in the UK, the US, China and Hong Kong behave almost the same way. Between 59.8% and 65.7% of their single-seller prices end in .99. Amazon, it turns out, is not a big fan of the .99 ending. Its sellers more than make up for it.\u003C/p>\n\u003Cp>EU-based sellers sit in between at 45.8%. The data does not tell us why, and we would rather leave the gap unexplained than guess.\u003C/p>\n\u003Cp>Whole-pound prices are the other side of the story. Products priced at an exact pound amount have a median price of £36.00, against £16.99 for the median priced product, and Amazon is among the sellers on 44.3% of them. Round prices lean towards dearer items and towards Amazon's own stock.\u003C/p>\n\u003Ch2 id=\"the-most-common-price-points\">The Most Common Price Points\u003C/h2>\n\u003Cp>The single most common price in our sample is £9.99, carried by 6,914 priced products, or 3.6% of them. That is 6,914 products standing one penny short of a tenner. Next come £19.99, £14.99 and £12.99.\u003C/p>\n\u003Cfigure class=\"article-figure\">\u003Cimg src=\"/img/news/amazon-uk-charm-pricing-99-endings-2026-chart-3.png\" alt=\"Bar chart: £9.99 is the most common price on Amazon UK, used by 6,914 of 193,782 priced products (3.6%), ahead of £19.99 and £14.99.\">\u003Cfigcaption>Scrapewise analysis of amazon.co.uk, 23-24 Sep 2026\u003C/figcaption>\u003C/figure>\n\u003Cp>The top four prices all sit one penny under a round number of pounds. We look at the gap between just-below and exact round prices in more detail in \u003Ca href=\"/blogs/price-threshold-psychology-amazon-uk-2026\">price threshold psychology\u003C/a>, and at the one category that mostly skips .99 in \u003Ca href=\"/blogs/amazon-uk-beauty-market-2026\">the Amazon UK beauty market\u003C/a>.\u003C/p>\n\u003Caside class=\"article__inline-cta\">\u003Cp class=\"article__inline-cta-text\">Try ScrapeWise on your own URL. \u003Cstrong>Your first 5 requests are free.\u003C/strong>\u003C/p>\u003Ca class=\"article__inline-cta-btn\" href=\"https://portal.scrapewise.ai/login\" target=\"_blank\" rel=\"noopener\">Start Free →\u003C/a>\u003C/aside>\u003Ch2 id=\"why-the-habit-is-so-strong-on-a-marketplace\">Why the Habit Is So Strong on a Marketplace\u003C/h2>\n\u003Cp>The usual explanation for charm pricing is the left-digit effect: shoppers read £9.99 as "nine pounds something" before they register the pence. Whether or not that holds for every shopper, a marketplace adds its own pressure. On a search results page, a product sits right next to its competitors, often with near-identical photos. The price is one of the few things a shopper can compare at a glance, so small differences in the first digit are visible in a way they are not on a shop shelf.\u003C/p>\n\u003Cp>There is also a copying effect. When most competitors in a search sit at £9.99, a new seller who picks a round ten pounds looks like the odd one out, and one who drops to .49 gives away money on every sale for a first digit that is already the same. Joining the cluster is the low-risk choice, and the price point data fits that reading.\u003C/p>\n\u003Ch2 id=\"what-the-endings-mean-for-price-monitoring\">What the Endings Mean for Price Monitoring\u003C/h2>\n\u003Cp>Endings also matter when you collect prices at scale. A few habits make the data easier to use:\u003C/p>\n\u003Cul>\n\u003Cli>Watch for threshold crossings. A move from just under a round pound amount to just over it crosses a line most sellers avoid. A move of the same size below the line does not. Treat the first as the bigger signal.\u003C/li>\n\u003Cli>Flag round prices separately. Whole-pound prices are rarer and dearer, and Amazon sells on more of them. A competitor who switches to round prices may be changing position as well as price.\u003C/li>\n\u003Cli>Store the raw price. A report that rounds £9.99 up to the nearest pound hides the pattern sellers care about.\u003C/li>\n\u003C/ul>\n\u003Ch2 id=\"what-it-means-for-sellers-and-brands\">What It Means for Sellers and Brands\u003C/h2>\n\u003Cp>If you sell on Amazon UK, a .99 price puts you in the majority. That has two sides.\u003C/p>\n\u003Cul>\n\u003Cli>Matching the habit is safe. A .99 price looks normal to shoppers, because about half of the prices in our sample end that way.\u003C/li>\n\u003Cli>Breaking it sends a message. Amazon uses .99 far less often than its marketplace sellers do, so a round price can read as a retailer's price. Some brands will want that and others will not.\u003C/li>\n\u003Cli>Watch the price points. Competitors cluster at £9.99, £14.99 and £19.99. A product priced just above one of those points sits next to a crowd that looks cheaper by a few pence.\u003C/li>\n\u003Cli>Collect more than once. One snapshot shows where prices sit today. It cannot show how often sellers move between price points, or who moves first.\u003C/li>\n\u003C/ul>\n\u003Cp>Our guides on \u003Ca href=\"/blogs/how-to-track-competitor-pricing-strategies\">how to track competitor pricing strategies\u003C/a> and \u003Ca href=\"/blogs/price-scraping-ecommerce-guide-2026\">price scraping for e-commerce teams\u003C/a> cover how to automate it.\u003C/p>\n\u003Ch2 id=\"how-we-collected-this-data\">How We Collected This Data\u003C/h2>\n\u003Cp>This post used three Scrapewise data APIs on amazon.co.uk. The \u003Ca href=\"/scrapers/amazon-search\">Amazon Search API\u003C/a> ran 868 keywords, pages 1 to 7, and returned each product's displayed price, which gave us the endings and the price points. The \u003Ca href=\"/scrapers/amazon-offers\">Amazon Offers API\u003C/a> returned the offers on each product, so we could find listings with one seller and see whether Amazon was that seller. The \u003Ca href=\"/scrapers/amazon-seller\">Amazon Seller API\u003C/a> returned the declared business address from each seller's public profile; we publish only aggregates. Each of the three is billed at €0.00015 per call (€0.15 per 1,000 calls), and scheduled runs build a price history, so a competitor's jump across a round pound shows up next to the old price. To pull the price points for your own category, \u003Ca href=\"https://portal.scrapewise.ai/login?utm_source=scrapewise_blog&utm_medium=referral&utm_campaign=amazon_uk_2026&utm_content=amazon-uk-charm-pricing-99-endings-2026\">set up an account\u003C/a>.\u003C/p>\n\u003Cp>For the rest of the study, including seller, rating and search findings, read the \u003Ca href=\"/blogs/amazon-uk-marketplace-report-2026\">Amazon UK Marketplace Report 2026\u003C/a>.\u003C/p>\n\u003Cp>Want to see which endings your competitors pick? Run 5 free requests on one of your own searches first. \u003Ca href=\"https://portal.scrapewise.ai/login?utm_source=scrapewise_blog&utm_medium=referral&utm_campaign=amazon_uk_2026&utm_content=amazon-uk-charm-pricing-99-endings-2026\">Sign up\u003C/a>, and see \u003Ca href=\"/pricing\">pricing\u003C/a> before you scale up.\u003C/p>\n",{"title":10,"description":11,"badge":12,"benefits":13},"Frequently asked questions","How common is psychological pricing on Amazon? Answers from our Amazon UK snapshot of 23 to 24 September 2026.","FAQ",[14,17,20,23],{"title":15,"description":16},"How common is psychological pricing on Amazon UK?","Very common. In our snapshot, 49.5% of 193,782 priced products end in .99, and 62% of prices end in a 9.",{"title":18,"description":19},"What is the most common price on Amazon UK?","£9.99 is the most common price in our sample, used by 6,914 priced products. The next most common are £19.99, £14.99 and £12.99.",{"title":21,"description":22},"Does Amazon itself use .99 prices?","Much less than its marketplace sellers. On single-seller listings, 27.4% of Amazon's own prices end in .99, against 59.8% for UK-based sellers and 61.7% for China-based sellers.",{"title":24,"description":25},"Does .99 pricing make people buy more on Amazon?","Our snapshot cannot answer that. It shows how often each price ending is used, not whether an ending changes sales, so treat any sales claim about .99 with care.","Psychological Pricing on Amazon: 49.5% of UK Prices End .99","49.5% of 193,782 priced Amazon UK products end in .99 and 62% end in a 9. Amazon itself uses .99 far less. Amazon UK, Sept 2026 data.","Raivo Kartau",null,"https://www.linkedin.com/in/raivo-kartau","Founder","Scrapewise snapshot of amazon.co.uk, 23 to 24 September 2026: 197,022 products from 868 keywords, 55,660 public seller profiles from a wider 1,068-keyword pass, and 541,697 offer rows collected, 494,447 after removing repeat fetches (offer data for 196,376 of the products), all gathered with the Scrapewise Amazon Search, Offers and Seller APIs. Aggregates only.","Market Intelligence",6,[36,41,46],{"slug":37,"title":38,"image":39,"date":5,"category":33,"excerpt":40},"amazon-buy-box-competition-uk-2026","Amazon Buy Box Competition: 72% of Listings With Offer Data Have One Seller","/img/news/amazon-buy-box-competition-uk-2026.png","Of Amazon UK products with offer data, 72.1% had one seller and 3.6% had 10+. Crowded listings show sales labels more often. Amazon UK, Sept 2026 data.",{"slug":42,"title":43,"image":44,"date":5,"category":33,"excerpt":45},"amazon-price-difference-between-sellers-2026","Price Gaps Between Amazon Sellers: The Dearest Offer Asks a Median 1.34x the Cheapest on Multi-Offer Products","/img/news/amazon-price-difference-between-sellers-2026.png","On Amazon UK products with competing offers, the dearest seller asks a median 1.34x the cheapest, and 1.53x in Beauty. Amazon UK, Sept 2026 data.",{"slug":47,"title":48,"image":49,"date":5,"category":33,"excerpt":50},"amazon-product-title-length-2026","Amazon UK Product Title Length: The Typical Title Runs 107 Characters","/img/news/amazon-product-title-length-2026.png","The median Amazon UK product title is 107 characters; page 1 titles are shorter at 98. Buzzwords and stale years too. Amazon UK, Sept 2026 data.",{"slug":52,"title":53},"amazon-uk-coupon-average-discount-2026","Amazon UK Coupons: The Typical Coupon Takes 11% Off",{"slug":55,"title":56},"amazon-uk-beauty-market-2026","The Amazon UK Beauty Market in Numbers: 58% of Beauty Products Show a Sales Label",[58,62,65,68,71,74,77],{"level":59,"text":60,"id":61},2,"How Amazon UK Prices End","how-amazon-uk-prices-end",{"level":59,"text":63,"id":64},"Who Uses .99 and Who Does Not","who-uses-99-and-who-does-not",{"level":59,"text":66,"id":67},"The Most Common Price Points","the-most-common-price-points",{"level":59,"text":69,"id":70},"Why the Habit Is So Strong on a Marketplace","why-the-habit-is-so-strong-on-a-marketplace",{"level":59,"text":72,"id":73},"What the Endings Mean for Price Monitoring","what-the-endings-mean-for-price-monitoring",{"level":59,"text":75,"id":76},"What It Means for Sellers and Brands","what-it-means-for-sellers-and-brands",{"level":59,"text":78,"id":79},"How We Collected This Data","how-we-collected-this-data",[81,82,83],"49.5% of priced Amazon UK products end in .99, and 62% of prices end in a 9.","£9.99 is the most common price, used by 6,914 priced products.","On single-seller listings, only 27.4% of Amazon's own prices end in .99, against 59.8% to 65.7% for UK, US, China and Hong Kong-based sellers.",1790325247780]