definiens: shall mean the gross amounts received by [COMPANY] or its Affiliates or Sublicensees for sales of Products to Third Parties ( it being understood t hat sales between [COMPANY], its Affiliates and Sublice nsees are not included within Net Sales, unless the buying party is the end user of such Product, in which case the amount billed therefor shall be deemed to be the amount th at would be billed to a Third Party end user in an arm’s - length transaction ), less the following deductions : ( i ) re turns and return reserves ( such reserves consistent with generally accepted accounting principles ( ) ) ( including allowances actually given for spoiled, damaged, out - dated, rejected or returned Product sold, withd rawals and recalls ), ( ii ) rebates to the extent con sistently and reasonably applied by [COMPANY] or its Affiliates or Su blicensees to its products, price reductions, rebat es to welfare systems, ( iii ) charge backs and charge back reserve s ( such reserves consistent with GAAP ), ( iv ) cash s ales incentives ( but only to the extent it is a sales re lated deduction which is accounted for within [COMPANY] or its Affiliates or 5