More than 70% of Amazon sales occur on the first page of results returned by an organic search.
You will never reach the top of Amazon’s search results if your price is incorrect.
The experts at BigCommerce recommend the following steps to determine the optimal starting price:
To begin, try a keyword search.
The second rule is that you can charge up to 20% more than the most expensive item on the first page of search results.
Source: https://www.bigcommerce.com/articles/omnichannel-retail/how-to-sell-on-amazon-for-beginners/