损失领导物，（英文：Loss Leader）是一种刻意将商品的价格订得比成本还低的促销手段。其原理是是透过低价来吸引顾客，再透过顾客购买的其他商品来增加利润。

另一种将商品价格订得比成本还低的手段是掠夺性订价。

A loss leader (also leader) is a pricing strategy where a product is sold at a price below its market cost to stimulate other sales of more profitable goods or services. With this sales promotion—marketing strategy, a "leader" is used as a related term and can mean any popular article, i.e., one sold at a normal price.