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What will 2019 bring in terms of prices for DNA test kits? What changes can we expect in the DNA market? Find out at DNA Bargains!

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Latest DNA Test Kit Prices

UPDATED 10:00 am CST, Thursday, December 27th, 2018

  • 23andMe: $99 USD 23andMe Ancestry Service base price and $199 USD 23andMe Health + Ancestry Service base price, no current promotion.
  • AncestryDNA US$75 USD, reduced from base price of $99 USD during After Christmas Sale, valid through December 31st.
  • AncestryDNA Canada: $79 CAD, reduced from base price of $129 CAD during Boxing Week Sale, valid through December 31st.
  • Family Tree DNA$49 USD for Family Finder (autosomal test comparable to AncestryDNA) reduced from base price of $79 USD during Holiday Sale, valid through Monday, December 31st. Additional discounts and promo codes for Y-DNA and mtDNA test kits as well as bundles.
  • Living DNA: $79 USD, reduced from base price of $99 USD during New Year Sale, valid through December 31st.
  • MyHeritage: $79 USD, reduced from base price of $99 USD during After Christmas Sale, valid through December 31st.

Prediction for Q1 2019 DNA Test Kit Market

The information below is based on DNA market research compiled by DNA test market expert and genealogy author/educator Thomas MacEntee of Abundant Genealogy.

23andMe

Based on 2018 sales promotion, do NOT expect to see any sales or incentives during Q1 2019 until the Valentine's Day sales period (Friday, February 8th through Thursday, February 14th). Current website promotions include using the 23andMe Health + Ancestry Service Test to align with New Year's resolutions of adopting a healthier lifestyle. Prices will remain at base, $99 USD for 23andMe Ancestry Service and $199 USD for 23andMe Health + Ancestry Service."

“Based on 2018 sales promotion, do NOT expect to see any sales or incentives during Q1 2019 until the Valentine’s Day sales period (Friday, February 8th through Thursday, February 14th). Current website promotions include using the 23andMe Health + Ancestry Service Test to align with New Year’s resolutions of adopting a healthier lifestyle. Prices are predicted to remain at base, $99 USD for 23andMe Ancestry Service and $199 USD for 23andMe Health + Ancestry Service.”

AncestryDNA

While industry whispers in October 2018 indicated that AncestryDNA was lowering its base price from $99 USD to $79 USD, this has yet to materialize. Note the current After Christmas Sale where the sale price is $75 USD reduced from a base price of $99 USD. Based on past Q1 performance, don't expect a sale price below $75 USD until the Valentine's Day sales period. It is likely that AncestryDNA will stay in 'sale mode' holding the $75 USD price for most of Q1 2019.

“While industry whispers in October 2018 indicated that AncestryDNA was lowering its base price from $99 USD to $79 USD, this has yet to materialize. Note the current After Christmas Sale where the sale price is $75 USD reduced from a base price of $99 USD. Based on past Q1 performance, don’t expect a sale price below $75 USD until the Valentine’s Day sales period. It is likely that AncestryDNA will stay in ‘sale mode’ holding the $75 USD price for most of Q1 2019.”

Family Tree DNA

The Family Finder test kit from Family Tree DNA (autosomal DNA test) will revert to $79 USD at the start of the year, once the current Holiday Sale ends on December 31st. A price drop for Family Finder is likely to happen during the Valentine's Day sales period, with a $59 USD sale price. In addition, Family Tree DNA may offer a mid-Winter special in late February for DNA test bundles, with discounts of 20 to 30% off base prices."

“The Family Finder test kit from Family Tree DNA (autosomal DNA test) will revert to $79 USD at the start of the year, once the current Holiday Sale ends on December 31st. A price drop for Family Finder is likely to happen during the Valentine’s Day sales period, with a $59 USD sale price. In addition, Family Tree DNA may offer a mid-Winter special in late February for DNA test bundles, with discounts of 20 to 30% off base prices.”

Findmypast DNA

As the newcomer to the DNA and genealogy industry, it will be difficult to predict pricing for Findmypast DNA. My prediction is they will fall in line with the promotions at partner Living DNA (see below) so as not to undercut any of their sale promotions. Current base pricing of $89 USD will hold most of Q1 2019 except to drop to $69 USD or $79 USD for Valentine's Day sales period

“As the newcomer to the DNA and genealogy industry, it will be difficult to predict pricing for Findmypast DNA. My prediction is they will fall in line with the promotions at partner Living DNA (see below) so as not to undercut any of their sale promotions. Current base pricing of $89 USD will hold most of Q1 2019 except to drop to $69 USD or $79 USD for Valentine’s Day sales period.”

Living DNA

Currently, Living DNA is promoting a New Year's Sale price of $79 USD which will likely rise to $89 USD or $99 USD as of January 1st. Look for a price drop during Valentine's Day sales period with prices as low as $69 USD.

“Currently, Living DNA is promoting a New Year’s Sale price of $79 USD which will likely rise to $89 USD or $99 USD as of January 1st. Look for a price drop during Valentine’s Day sales period with prices as low as $69 USD.”

MyHeritage DNA

MyHeritage DNA has been the most aggressive out of all DNA vendors throughout 2018 in terms of discount pricing. Promotions are frequent (every week) as we discounts. Look for MyHeritage DNA to remain at a base price of $79 USD. I predict different promotions on an almost weekly basis with pricing as low as $49 USD reserved for the Valentine's Day Sale period in February

“MyHeritage DNA has been the most aggressive out of all DNA vendors throughout 2018 in terms of discount pricing. Promotions are frequent (every week) as we discounts. Look for MyHeritage DNA to remain at a base price of $79 USD. I predict different promotions on an almost weekly basis with pricing as low as $49 USD reserved for the Valentine’s Day Sale period in February.”

International Pricing on DNA Test Kits for Holiday Season

“All of the DNA test kit vendors continue to aggressively market to non-US customers, especially English speaking countries including Australia, Canada, New Zealand and the UK. Prices will continue to stay at base except for Valentine’s Day Sales period.

Sales may pop up for the Australia market over the Australia Day Weekend (Friday 25 January to Sunday 27 January).”

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“Surprisingly, during the Christmas Holiday Sales period, prices for DNA test kits were in sync with those offered by DNA vendors on their website. In the past, DNA test kits on Amazon have been marked up at roughly $10 USD over the website sale price. Don’t look for any big sales on DNA test kits at Amazon, except during the Valentine’s Day Sales period when prices again will mimic those offered direct to consumers on DNA vendor websites.”

Other DNA Test Kit Vendors

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“Between now and March 2019, the millions of DNA test kit recipients will begin to receive their results online. This will translate into a need for a) more genetic genealogy related education and b) an uptick in sales of ancillary ‘health reporting’ products to help interpret those DNA test results.”

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PLEASE NOTE: The post content above contains affiliate links. This means I make a percentage of sales via these links. This does not INCREASE the price you pay as a consumer. It simply supplements my income so I can continue providing as much free genealogy content as possible through my “abundance model.”

Disclaimer: All prices and offers are subject to change. Some items may be sold out and have limited inventory. Also check to see if you have automated purchase settings enabled, such as Amazon Buy with 1-Click: it is your responsibility to make sure you are getting the correct price for an item before you check out and finalize the transaction.

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Disclosure statement: I have material connections with various vendors and organizations. To review the material connections I have in the genealogy industry, please see Disclosure Statement.

Content and Images: All content including images have been used by permission from each vendor.

©2018, copyright Thomas MacEntee. All rights reserved.

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