Planning to sell your product for a discounted price of ₹699, down from its usual price of ₹999?
From 1 January 2027, the price shown next to your discounted price of ₹699 is no longer your MRP. It’s the lowest price you sold your product for in the last 30 days. The law calls this the prior price.
If you sold it for ₹999 for all of the last 30 days, the price next to ₹699 will be ₹999. Otherwise, it will be your lowest price in those 30 days.
On Amazon and Flipkart, expect the marketplace to show the prior price for you. Neither had shared exactly how when we wrote this. On your own website, you must show it yourself.
This comes from the Consumer Protection (E-Commerce) (Amendment) Rules, 2026, which the government notified on 9 September 2026. They apply to every online seller, however small. They change three things for you:
- the prior price shown with every discount
- the product details you give for your listings
- what you must do on your own website
The 30-day price rule
Say you sell a block-print cushion set. Its MRP is ₹1,299, and its usual price is ₹999. In mid-December, you run a one-week discount at ₹849. Then, on 1 January, you start a New Year sale at ₹699.
The prior price shown next to ₹699 will be ₹849, your lowest price in the last 30 days. It won’t be ₹999, and it won’t be the MRP of ₹1,299.
That changes how big your discount looks. ₹699 down from ₹999 is 30% off. ₹699 down from ₹849 is only about 18% off. A short discount in December makes your January sale look smaller.
For a sale that starts on 1 January, the 30 days are 2 to 31 December. Plan your December prices with your January sale in mind.
The rule covers every discount, including the ones Amazon or Flipkart run on your products. Amazon already checks your deal prices against your recent selling prices. Now the law asks the same of every marketplace and every website.
The rules don’t yet answer three questions:
- how coupons, bank offers and “buy 2, get 1” offers count
- whose price counts when several sellers sell the same product on one listing
- what happens with a product that’s less than 30 days old
Product details for your listings
From 1 January, you must give each marketplace these product details, so buyers see them before they pay:
- country of origin
- best-before or use-before date
- return, refund and exchange terms
- warranty and guarantee
- delivery and shipping terms, and the cost of return shipping
- payment options
For food, follow FSSAI’s rules on showing the best-before date. Our guide to FSSAI rules for quick commerce explains what a food listing needs.
You must also give your GSTIN, or your Udyam (MSME) registration number. Buyers will see it on your listings. If you sell without GST, using an enrolment ID, the rules don’t say whether that ID is enough. Watch for instructions from each marketplace. Our guide to selling online without GST explains enrolment IDs.
You’ll have most of these details on your listings already. Make them complete, and the same everywhere you sell. A cushion set shouldn’t promise 7-day returns on Amazon and no returns on your own website.
What you must do on your own website
From 1 January, on your own website, you must:
- show your legal name, address and customer care contacts
- name a grievance officer, with contact details
- confirm every complaint within 48 hours, and resolve it within a month
- show the prior price next to every discounted price
- give clear terms for returns, refunds and warranty
- show best-before dates, delivery times and payment options
- name the importer and the full country of origin of any imported product
- join the government’s National Consumer Helpline system
- check your website once a year for dark patterns, and show a certificate that you did
A grievance officer is the person in your business who handles customer complaints. Dark patterns are design tricks that push buyers into choices they didn’t mean to make, like a fake countdown timer. If your website has one, remove it.
On Shopify, the crossed-out price comes from the “compare-at price” field. Set it to your prior price, not to the MRP.
If you’re a sole proprietor, one point is unclear. The 2020 rules say a business that runs an online store should be a registered company. Ask your lawyer or CA what this means for you.
Ads and reviews
From 1 January, Amazon and Flipkart must label sponsored listings clearly, so your ads will show as sponsored. Two older rules still apply. If you post an ad yourself, for example through an influencer, you must say it’s an ad. And you can’t post reviews pretending to be a buyer.
What we would do before 1 January
From 2 December, write down each product’s selling price every day. Do it for each marketplace and your own website. Then you’ll know your prior price before you plan a January discount, and how big that discount will look.
Make one sheet with every product’s details from the list above. Fill in every marketplace and your own website from that one sheet, so they all match.
Check what each marketplace shows about you: your name, address, contacts and grievance officer. Buyers will read them from January.
On your own website, add a contact page that names your grievance officer. Decide who will confirm complaints within 48 hours. And set your compare-at prices before your first sale of the year.
Where we come in
We manage listings and seller accounts on Amazon, Flipkart and the quick-commerce apps, and we build Shopify websites. We often find a missing country of origin, or return terms that differ between marketplaces.
We can build your product details sheet and fill in every marketplace from it. We can plan your December prices around your January sale. On your own website, we can set up the contact page, the returns page and the compare-at prices. See our cataloguing and account management work.
We’re not lawyers. For anything about your own set-up, ask your lawyer or CA.
