Why is the Average Item Price lower than the expected?

So you might be wondering, why is the average item price sold within this retailer lower than the one I expect as a brand?

Let's take the below example for instance:

Product A, for a given timeframe, sold 200 items with a total of sales value being €1.687. That means that the average item price of product A is €8,43.

50 out of 200 items though were gifts from retailer to customers, meaning that they have 0 sales value. Excluding the gifts, product A has an average item price sold being: €1.687/150 = €11,25.