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After much criticism of Amazon's pricing policy, the e-commerce giant has reacted and is testing a new program called "Sold by Amazon" in the USA. Amazon sets the final price of its FBA merchants itself and accepts possible losses. Only merchants who use FBA (Fulfillment by Amazon) and sell their own brand can participate in the program. Amazon determines the retail price for selected products. However, merchants can set a lower limit for the gross revenue of individual products, which Amazon may not fall below. If this revenue is nevertheless undercut, Amazon compensates for the losses and pays out the difference.

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