Amazon.co.uk has introduced new rules in a bid to maintain low prices on its Marketplace.

The ‘Price Parity’ rules – outlined on Amazon here – dictate sellers must make sure that:

“The price of each product you list on Amazon.co.uk is not higher than your best price for that product on any other non-physical sales channel.”

Amazon defines a non-physical sales channel as a website, mobile apps, catalogues, third party platforms or other marketplaces (such as eBay).

For example, if you list a Lego Ninjago Spinners Starter Set for £7.99 on your Amazon Marketplace page, you can not sell the same toy cheaper on your own website.

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One toy retailer, who wishes to remain unnamed, has circumvented the rules by upping the prices on its website, and then offering its customers a permanent discount for 20 per cent off, via a coupon code in a newsletter.

If you're thinking taking your business to Amazon, or eBay, check out our feature to find out the pros and cons of selling on both.