A price reduction may only be announced through the Aktionspreis function — that's the one thing that keeps the comparison price it shows accurate.
The reference price is automatically the lowest price the listing had in the 30 days before the promotion started. You can't enter it yourself. The promotional price has to be at least 10% below that reference price.
A promotion runs for at most 14 days, after which the promotional price automatically becomes the regular price. You can end it early at any time; the listing then returns to its previous price. While a promotion is running, the price and tax settings are locked.
A reduction of 60% or more asks you to confirm it first.
Struck-through prices, percentages, “instead of”, “previously”, “RRP”, or a comparison with other sellers aren't allowed anywhere — including in photos — unless you set them through the Aktionspreis function. Raising the price shortly before a promotion, just to inflate the reference price, counts as misleading.
You stay responsible as a shop for the lawfulness of your price claims, even when using the Aktionspreis function.
The full rules are in the Listing Rules and the Terms and Conditions. For what buyers see during a promotion, see “What does Aktionspreis mean?”.
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