How do I know? Because that is not a thing.

Amazon is a massive retailer – they are a (virtual) department store that has brought together a deluge of products at a vast array of price points.

Think Target to Saks 5th Avenue – all in one place!

Then, they attracted buyers with varying levels of discretionary income.

The only reason your product could be deemed “too expensive” has nothing to do with Amazon and everything to do with the fact that you have been operating your business in a vacuum. 

Your business does not exist in a vacuum – which means, it exists relative to the larger marketplace as a whole.

The market filled with products at different price points and levels of quality, existed before you.

The only time that brands struggle to justify their price point on Amazon, is when they skipped over the step of determining their unique value proposition and how they would fit into the larger market.

They skipped the positioning of their product. 

Perhaps they relied on an overly simplified (and wholly inaccurate) pricing formula such as 3 x 3 x 3 or some such similar nonsense.
 

Your cost of goods does not determine the appropriate price for your product.
It factors into the profitability of your product – but it does not create the price point.
If a product is priced higher than other products in the category – the onus is on the brand to convey why that is and articulate the value to the customer.

All of this should be done throughout a well executed launch strategy.

From packaging to photos, from product listing infographics to sales copy that mirrors not just the language but the actual thoughts of your customer – we communicate that this product at a higher price point – is in fact – a no brainer purchase. Why would they settle for anything less?