KVI

A Key Value Item (KVI) is a product that customers regularly compare across retailers and use to judge a platform's overall pricing competitiveness. On Amazon, KVIs are often high-traffic, high-volume, and price-sensitive products that play a critical role in:

• Customer trust and loyalty
• Basket building (as part of repeat purchases)
• Price-matching strategies
• Retailer perception in competitive analysis

Examples of KVIs include:

• Everyday household goods (e.g., batteries, diapers, detergent)
• High-visibility electronics (e.g., AirPods, USB drives)
• Best-selling consumables or national brands

Amazon Retail and pricing algorithms frequently monitor and adjust KVI pricing to stay competitive with major retailers like Walmart and Target.

💡 Example: A pack of AA batteries may be classified as a KVI - Amazon will ensure its price remains competitive, even with minimal margin, to maintain customer trust.

In short:
KVI refers to a highly visible, price-sensitive item that shapes customer perception - and is strategically priced to drive trust and conversion on Amazon.