Amazon is inherently a price-conscious marketplace, but that doesn’t mean that higher-priced competitors can’t do well. Ranking is more so dependent on how well the product does at improving the Amazon customer’s LTV for Amazon, so by that logic a higher priced item is X times more effective at improving LTV than its lower-priced competitors. Of course, a higher price does lower conversion rates, so that type of effect is tempered to a certain degree. Price is all about the perception of value. In some cases we’ve seen conversion rates go up with the price, if there is higher perceived value, the price has to match the value a customer perceives. A higher price pairs well with content, it means the longer a customer has to deliberate about whether or not they can afford the product, and therefore spends more time viewing content which increases the likelihood of a conversion.