A reference price is provided by the seller of the item (kindle). Percentage off and savings amounts are based on the seller's reference price. Sellers are not required to provide a reference price, but if they do, it should be (a) the Manufacturer's Suggested Retail Price (MSRP) or similar List Price of the product; or (b) the price at which the item has been recently offered for sale and for a reasonable period of time. The reference price can give you an indication of the value of the product butsome stores may sell the item for less than the reference price. If you feel a reference price is inaccurate or misleading please report it with the URL for the listing to report-abuse@wish.com.