AliExpress Announces “Best Price Guarantee” Scheme

Overview

AliExpress has launched a new global scheme — the Best Price Guarantee — aimed at enhancing price competitiveness and driving consumer confidence. Under the programme, eligible products listed in its “Brand+” channel will carry a dedicated badge. If a buyer finds that same product priced lower on one of the designated competitor platforms within seven days of purchase, AliExpress will refund the difference. (Retail Technology Innovation Hub)

In the pilot phase, the scheme covers over 1,500 branded products with comparison platforms including Amazon, Temu, SHEIN and eBay. (Retail Technology Innovation Hub)

Key Highlights

• Scope: The scheme applies to items in the Brand+ channel marked with the “Best Price Guarantee” badge. (Retail Technology Innovation Hub)
• Refund Policy: If a lower price is found on a specified competitor platform within seven days of purchase, AliExpress will verify the claim and refund the difference. (Retail Technology Innovation Hub)
• Initial Roll-out Region: Earlier versions of similar price-match schemes were tested in Australia. For example, AliExpress ANZ introduced a “Price Match Guarantee” for eligible items against platforms like Amazon, Kmart, Kogan and Bunnings. (Inside Small Business)
• Leadership Statement: Bonnie Zhao, General Manager of AliExpress UK, said:

“We are constantly investing to improve the shopping experience for our customers by providing them with high quality, top brands at competitive prices, delivered quickly.” (Retail Technology Innovation Hub)

What This Means for Sellers

• Increased competition on price: With AliExpress committing to refund differences on selected items, sellers listing through AliExpress must ensure their pricing is competitive. Especially for branded SKUs under the Brand+ channel, margin pressure may increase.
• Badge-incentivised exposure: Items carrying the “Best Price Guarantee” badge may benefit from higher visibility and consumer trust. Sellers might want to apply to have eligible products included in the Brand+ channel.
• Focus on price monitoring and dynamic adjustments: To minimise risk of price-match refunds and maintain profitability, sellers should implement robust price-tracking tools, competitor monitoring and flexible pricing rules.
• Opportunity to highlight value beyond price: While price matching emphasises cost, sellers can differentiate by optimising product presentation (titles, images, reviews), offering bundled deals, faster fulfilment or local stock (if available) to win customer preference beyond pure cost.
• Integration alignment: For marketplace integration partners such as CedCommerce, the strategy implies a need to support sellers in:
  • Bulk price updates to keep in sync with market dynamics
  • Alert systems when competitor pricing falls below a threshold
  • Dedicated listing templates for Brand+ channel badge eligibility
  • Analytics on refund exposure and net margin impact

Additional Notes / Considerations

• While the refund policy covers “designated competitor platforms”, the exact list and conditions (e.g., matching SKU, delivery cost, region) may vary by market and product.
• Sellers should review any Brand+ eligibility requirements and understand whether their listings/brands qualify for the badge program.
• This scheme may act as a defensive tactic by AliExpress against rising pressure from marketplaces such as Amazon, Temu and SHEIN — meaning sellers should expect a stronger price-led strategy from AliExpress going forward.

Source: Retail Technology Innovation Hub