Selling on Yamunaa
Pricing and fair trade
For sellersUpdated 29 September 2026 Draft for review, final copy from legal
Shoppers must be able to trust every price and every discount on Yamunaa. Sellers set their own prices, but they must be fair, clearly shown in the shopper’s local currency and never above a maximum retail price where local law sets one. Discounts must be real. We follow the pricing and consumer laws of each country we serve, such as UK consumer protection and price marking rules, the EU Omnibus and Price Indication Directives, US FTC rules, and India’s Consumer Protection (E-Commerce) Rules and guidelines on dark patterns.
On this page
Pricing rules
- Never charge more than a maximum retail price printed on the pack where local law sets one, such as MRP in India.
- Prices are shown in the shopper’s local currency and include VAT, GST or other taxes where the country requires it. Where tax is added at checkout, such as US sales tax, it is shown before payment, along with any extra charge such as delivery, handling or customs duties.
- The same product must not be listed at a higher price just for certain postcodes, PIN codes or shoppers without a real cost reason.
- A “was” or strikethrough price must be a price you actually charged for at least 14 of the last 30 days, or the MRP where local law allows. In the EU and some other countries, it must be the lowest price in the last 30 days.
- Sale timers must be real. If the offer ends, the price must go back.
What's not allowed
- Raising prices sharply during emergencies, shortages or festivals for essential items. This is price gouging.
- Inflating the MRP or “was” price to show a bigger discount.
- Drip pricing: adding charges at checkout that were not shown earlier.
- Fake urgency: “Only 1 left” or countdowns that are not true.
- Setting a low price and then cancelling orders to avoid selling at that price.
- Agreeing prices with other sellers to fix or raise them.
- Bait and switch: advertising one product and delivering a cheaper one.
Examples
Allowed
- Selling a pack of biscuits for 10% below its printed retail price.
- Raising the price of mangoes at the end of the season because your wholesale cost rose.
- A 3 day festive sale with a real timer and the old price restored afterwards.
Not allowed
- Selling bottled water above its printed price during a heatwave.
- Showing “Was 2,999, now 999” when the product has never sold for 2,999.
- An “Only 2 left” badge that never changes.
What Yamunaa promises in return
- We do not rank sellers higher because they sell exclusively on Yamunaa.
- Sponsored placements are always labelled “Sponsored”.
- Search ranking uses relevance, price, delivery speed, stock and seller performance. We explain the main factors in Seller Hub.
- Our own offers and Yamunaa Money cashback apply on the same terms to eligible products from every seller.
What happens if you break this policy
- Listings above MRP or with false discounts are removed and count as a strike.
- Price gouging on essential items leads to immediate listing suspension and a strike.
- Repeated price manipulation leads to recommendation limits and may lead to account suspension.