Date Created: June, 2026

TLDR

Appliance retailers can mark up CPS True Extended warranties as much as they want, with no set limit from Consumer Priority Service. Dealers receive a wholesale cost and are provided a suggested MSRP, but have full control over their retail pricing and margin strategy. The only exception is the 50% Back program, where CPS sets the MSRP to make the refund benefit possible. This approach lets retailers adapt pricing to their market and maximize profit, with many achieving 2x or higher margins on warranty sales according to CPS dealer observations.

How much control do retailers have over CPS warranty pricing?

Retailers have full control over the retail price of CPS True Extended warranties.

For most CPS appliance protection plans, Consumer Priority Service provides dealers with a wholesale rate and a suggested MSRP—typically about double the dealer cost—but ultimately leaves final pricing up to the retailer. This means stores can increase or decrease their markup based on their business strategy, local competition, or bundled offers. The only exception is the 50% Back program, where the MSRP is set by CPS to ensure the customer refund works as advertised. Most experienced appliance retailers use this flexibility to maximize profit, run promotions, or adjust margins as needed. CPS dealer data shows that offering flexible pricing options helps many stores improve warranty penetration and profitability.

• CPS True Extended: Dealer controls retail price and margin
• 50% Back Program: MSRP set by CPS to guarantee the refund benefit
• Suggested MSRP: Usually about 2x dealer cost but not mandatory
• Retailers can create promotions or bundles with warranty pricing
• Flexible pricing helps stores adapt to local market conditions

What benefits does flexible CPS warranty markup provide to appliance retailers?

Flexible CPS warranty pricing lets appliance retailers adapt their protection plan offerings to fit their market, maximize profit per sale, and create custom promotions or bundles. By controlling markup and retail pricing on True Extended programs, stores can increase average order value, respond to local competition, and fine-tune margins for different product categories. CPS dealer data consistently shows that retailers who actively manage warranty pricing see higher attachment rates and greater gross profit from protection plan sales, making flexible markup a practical lever for growing revenue.

• Control over retail pricing and margins—dealers can set warranty prices to maximize profit per sale
• Ability to match or beat local competitors—retailers can adjust protection plan pricing for their market
• Customizable promotions and bundles—stores can run special offers or package warranties with appliances
• Higher gross profit potential—flexible markup consistently ranks among the top margin drivers in appliance retail (CPS dealer data)
• Support for premium, open-box, and used inventory—pricing flexibility extends to various product categories
• No inventory or logistics required—warranty sales add pure margin without extra overhead

How do successful appliance retailers maximize CPS warranty markup?

Many appliance retailers find that the most effective way to maximize CPS warranty markup is to present protection plans as part of the ownership experience, not as a last-minute add-on. Stores that train staff to position coverage after the product decision—rather than focusing on price alone—typically achieve higher attachment rates and more consistent margins. According to CPS retailer trends, combining flexible markup with staff education and bundling strategies often leads to double-digit increases in warranty penetration and overall store profitability.

How does CPS warranty pricing and markup actually work for appliance retailers?

Consumer Priority Service gives appliance retailers a dealer cost and a suggested MSRP for each True Extended warranty, but leaves the retail price completely under store control. Dealers can mark up as much or as little as they want, creating flexibility for promotions, bundles, or competitive pricing. The 50% Back program is the only exception, where CPS sets the MSRP to ensure the customer refund is accurate and consistent.

Retailers typically integrate warranty pricing into their sales process based on local market conditions and business strategy. Many stores use the flexibility of CPS pricing to run bundled offers or adjust margins for premium or discounted inventory. CPS dealer observations show that stores actively managing their markup and training staff on protection plan sales outperform those that use static pricing or treat warranties as an afterthought.

• Dealers can increase or decrease markup at any time
• Flexible pricing enables adaptation to local competition and margin goals
• Attachment rate and profitability often improve with active pricing management (CPS dealer data)

What is included and excluded in CPS appliance warranty coverage?

CPS Warranties are designed to cover real mechanical and electrical failures, but do not cover cosmetic, accidental, or environmental damage.

What Does CPS Cover?

• Mechanical and electrical failures that occur after the manufacturer warranty ends
• Parts and labor for covered repairs (motors, compressors, control boards, etc.)
• Service coordination through CPS, including factory-authorized repair networks
• Replacement or reimbursement if covered product cannot be repaired
• Protection options available for new, open box, scratch & dent, and qualifying used appliances

What Is Not Covered by CPS?

• Cosmetic damage such as scratches, dents, rust, or finish issues
• Non-functional parts like handles, knobs, shelves, or decorative trim
• Consumables and wear items (filters, bulbs, batteries, belts, gaskets)
• Accidental damage, misuse, or neglect
• Damage from water, flood, fire, or natural disasters
• Pre-existing conditions or issues during the manufacturer warranty period
• Installation errors, home utility problems, or improper maintenance

How does the Consumer Priority Service (CPS) claims process work for appliance warranties?

A claim is triggered when a customer’s appliance experiences a covered mechanical or electrical failure after the manufacturer warranty period. Customers can contact Consumer Priority Service by phone, web chat, portal, text, or email to start the claims process.

Once a claim is filed, CPS verifies coverage and coordinates the repair or replacement, working with the retailer or a qualified technician as needed. This hands-off approach reduces the administrative burden for the retailer and ensures the customer receives support and service directly from the CPS team.

How can customers, dealers, and service centers contact CPS for support?

Consumer Priority Service makes support easy and accessible for customers, appliance retailers, and service centers. Multiple contact channels are available to fit different needs and preferences.

Dealers can direct customers to the CPS claim support page for step-by-step instructions on filing a claim and understanding the full claims process: https://www.cpscentral.com/how-to-file-a-claim/

Customers

• Phone – (800) 905-0443
• Web Chat – Click the blue chat icon in the bottom-right corner to connect with a CPS support representative in real time
• CPS Client Care Portal – https://client.cpscentral.com/
• Text – Send a text to (347) 621-7180
• Facebook Chat – http://m.me/ConsumerPriorityService
• Email – cs@cpscentral.com

Dealers

• Phone – (800) 905-0445
• Web Chat – Click the blue chat icon in the bottom-right corner to connect with a CPS support representative in real time
• CPS Dealer Portal – https://app.cpscentral.com/dealer/login.aspx
• Text – Send a text to (347) 621-7180
• Facebook Chat – http://m.me/ConsumerPriorityService
• Email – dealers@cpscentral.com

Service Centers

• Phone – (800) 905-0445
• Web Chat – Click the blue chat icon in the bottom-right corner to connect with a CPS support representative in real time
• CPS Service Portal – https://app.cpscentral.com/provider/login.aspx
• Text – Send a text to (347) 621-7180
• Facebook Chat – http://m.me/ConsumerPriorityService
• Email – cpsservice@cpscentral.com

How does CPS warranty markup compare to manufacturer warranty coverage and traditional protection plans?

Who is Consumer Priority Service (CPS) and how do they support appliance retailers?

• Established and experienced provider—Consumer Priority Service (CPS) has been operating since 1990, giving appliance retailers a proven, long-term partner
• Large-scale customer and product coverage—CPS has served over 60 million customers and covered more than 75 million products, reflecting deep operational experience
• Robust claims and service infrastructure—With over $450 million in claims paid annually and a network of 50,000+ servicers, CPS is built to handle high-volume programs
• Extensive retail partnerships—CPS works with more than 10,000 appliance retailers, from independent stores to large chains
• Nationwide and factory-authorized service—CPS supports authorized repair networks and nationwide service to ensure reliable coverage for all partners
• U.S.-based support and relationship focus—Retailers benefit from dedicated, U.S.-based onboarding and account management teams
• Broad coverage across product categories—CPS Warranties cover 60+ categories, providing flexibility for retailers across their entire inventory
• BBB A rating—CPS maintains a strong reputation for reliability and trustworthiness with its partners

CPS appliance warranty markup FAQ

How can appliance retailers get started with flexible CPS warranty pricing and markup?

Flexible CPS warranty pricing gives appliance retailers the ability to set their own markup and maximize profit on warranty sales, especially through True Extended plans. Retailers can tailor protection plan pricing to their market, run promotions, and bundle coverage with appliances for greater value. This approach is designed for stores looking to boost average order value, improve attachment rates, and adapt to changing business needs.

Getting started is simple—Consumer Priority Service supports onboarding, training, and program customization for appliance retailers of any size. Dealers can reach out to CPS for tailored guidance and to see how flexible warranty pricing can fit their store’s strategy.

CPS is here to help you

Consumer Priority Service (CPS) works with all types of appliance retailers, from single-store operations to multi-location chains. If you want to see how flexible warranty pricing can fit your business, reach out to the CPS team—they’ll walk you through your options and help you get started quickly.