Everton are reportedly interested in signing the England Under-21 worldwide, who rose through the ranks at Sunderland.
However, the relegated North East club will want to get the best price possible for the 23-year-old shot-stopper as they look to boost their coffers for next season's Championship campaign.
Sunderland will be without 11 senior players when they travel to Stamford Bridge on Sunday, David Moyes has revealed.
However Moyes said it would take at least double that fee before Sunderland would even consider parting with one of their most valuable assets.
Pressed on whether a fee in the region of £30m would represent a fair valuation of Pickford, Moyes replied: 'Yes'.
It would need to be a really, really big offer.
"I have heard some derisory figures being mentioned, it won't be for those figures I can tell you that".
A £30m transfer would make Pickford the second most expensive goalkeeper of all time, after Gianluigi Buffon's £33m move from Parma to Juventus in 2001. Manuel Neuer, David De Gea, Claudio Bravo and Angelo Peruzzi now round out the top five.
Paddy McNair, Duncan Watmore, Jan Kirchhoff, Steven Pienaar, George Honeyman, Wahbi Khazri, Jason Denayer, Victor Anichebe and Papy Djilobodji all missed the midweek trip to the Emirates Stadium. Against Swansea last weekend, manager David Moyes only fielded three players whose contract doesn't expire when the season finishes. "I'm almost back to a peak point of injuries again".
"But what you find out is what their character is like, what people are really like".