DEALER FEES INCLUDED BADGE
Stand out with transparent pricing
Shoppers expect the online price to reflect what they’ll actually pay. This badge signals
your price already includes dealer fees (excluding government taxes + fees).*
Why It Matters
- Builds shopper confidence by reducing
surprise fees - Helps improve visibility with a relevancy
boost in search - Eligible for Kelley Blue Book® Good Price
/ Great Price badging
What Shoppers See
- Badge on search results (SRP) + vehicle
detail pages (VDP) - Clear total price displayed up front
- Full fee breakdown available on VDP**
Two Ways to Get the Badge
- Option 1: You already include fees in your price
- Opt in via Dealer Site for applicable vehicle conditions
- Badge appears on SRP + VDP
- Option 2: You don’t include fees in your price
- Submit your fee breakdown via My Wallet Dealer Fees Form
- We calculate and display the total all-in vehicle price on your SRP + VDP listings
- Dealer Fees Included badge is added automatically once fees are configured
- Already using Accelerate My Deal with fees enabled? You’re all set.
*Dealers remain responsible for ensuring that any vehicle price they advertise complies with applicable federal and state law, including how mandatory dealer-imposed fees are reflected and disclosed.
** Must submit fees via KBB My Wallet to display VDP fee itemization.
Where It Shows Up
AVAILABLE OPTIONS
DEALERS SYNDICATING
ALL-IN PRICING
DEALERS NOT SYNDICATING
ALL-IN PRICING
What to do
Enable Dealer Fees Included badging in Dealer Site for
applicable vehicle conditions (self-service)
Submit dealership fees breakdown via My Wallet form
to enable auto-calculation
Feed change required?
Yes — must include dealer fees in list price (excluding
government taxes/fees)
No — fees are added automatically after submission
How pricing displays
Dealer Fees Included badge shown on SRP + VDP
Single all-in price shown across listings (SRP & VDP),
plus itemized fees automatically listed on VDP
Where fees appear
Badge on SRP + VDP; itemization available (e.g., KBB
My Wallet)
Itemized fees displayed on VDP (auto-added on
page load)
Badging
Dealer Fees Included badge
Dealer Fees Included badge (after configuration)
Relevancy boost
Listings receive a relevancy boost
Listings receive a relevancy boost
KBB Price Badging
Eligible listings receive Kelley Blue Book® Good Price /
Great Price badging — a perk only Dealer Fees Included
listings get
Eligible listings receive Kelley Blue Book® Good Price /
Great Price badging — a perk only Dealer Fees Included
listings get
Key benefit
Gives your eligible listings more visibility and a
competitive edge in shoppers’ search experiences with
no additional setup once pricing is configured
Displays all-in pricing across your listings without
changing your feed and gives eligible listings more
visibility and a competitive edge in shoppers’ search
experiences
Note: Please consult your attorney for legal or regulatory advice.
Work with your Autotrader rep to enable fee configurations—required for badging and
itemized fees.
MORE TRANSPARENCY = MORE SHOPPER ENGAGEMENT
Dealer listings that include dealership fees upfront help create a clearer shopping experience—and the results speak for themselves.
Listings with Dealer Fees Included Badging Are Delivering:
▲ 15% More Leads Per Listing*
Greater shopper confidence is translating into stronger lead performance.
▲ 21% More SRP Views*
▲ 12% More VDP Views*
Shoppers are more likely to click into listings when pricing is displayed transparently.
▲ 23% More Value Events*
Transparent pricing is encouraging shoppers to spend more time exploring dealer inventory.
*Comparison analysis of enabled franchise dealer listings ‘ median performance against non-enabled dealer fess included listings from Autotrader and Kelley Blue Book’s Pixall Web Activity, including inventory and finance data sources for May of 2026 . Individual dealer results may vary.
Questions? Contact your Autotrader account team or Dealer Support. | July 2026