Thousands of clients are attracted to the company because of its low prices. It is self-evident that a buyer would choose the identical goods for a lower price. However, as an online merchant, you may find it tough to keep up with the current price trend. Setting prices for each product will probably divert your attention away from providing a fantastic client experience and maintaining a competitive price.

In an internet business, you’ll be up against hundreds of other sellers worldwide. The customer purchases from the seller who offers the best deal in price and delivery time. A marketplace’s pricing fluctuation is significantly more significant, keeping you on your toes to maintain a competitive price. Sellers with a vast catalogue should engage someone to keep track of their expenses. When you begin selling online, you will face two significant challenges: continuous monitoring and being competitive.

Automate Pricing

Amazon has launched the Automate pricing tool to help sellers become more self-sufficient and efficient. Without revisiting the SKU every time you want to modify your Pricing, Automate Pricing allows you to automatically update prices on SKUs in your catalogue in response to events such as the Buy Box winning price. This tool is free, and it eliminates the need to constantly monitor and modify rates, enabling you to pay attention to other parts of your business, such as clients.

You construct a pricing rule, provide the rule parameters, and choose which SKUs the law applies to; automated Pricing is used just for the SKUs you choose, not to your entire catalogue.

You construct a pricing rule, provide the rule parameters, and then choose which SKUs the law applies to; automated Pricing is used just to the SKUs you choose, not to your entire catalogue

How does it work?

Pick Automate Pricing from the “Pricing” drop-down on Amazon Seller Central. You may start building your repricing rule by clicking “Get started” from here. You can choose from four alternatives under “Select a rule”:

  • Competitive Buy Box – With this rule, you can choose to have your SKU automatically repriced concerning the Buy Box pricing. You can have the item stay a certain amount below the Buy Box price, match the Buy Box price, or stay above the Buy Box price.
  • Competitive Lowest Price – This rule works similarly to the buy box, except that it is reset to the lowest price available on Amazon instead of being reset to an amount above or below the buy box.
  • Competitive External Price – This criterion is based on prices found on other websites by Amazon for your product. You can choose to “limit your pricing at the external competition” to ensure that your cost never exceeds a competitor’s or “match external competitors” if you want your product actively repriced to match what your competitors are charging.


  • It saves you time and energy, which could be better spent elsewhere if you weren’t methodically repricing your products. Once you’ve established these criteria, you may rest comfortably that your goods will always be priced according to your specifications.
  • It’s not affected by human error or emotion — we’re all prone to making mistakes like shifting the decimal point or misreading the item we’re repricing. These errors are eliminated with Automate Repricing. It also eliminates any impulsive price judgments you may have made out of frustration or exhaustion.


  • It can reduce your profit per item — If you manually reprice your inventory once a week, other sellers who share your SKUs could come along during that week, win the purchase box, and sell all of their inventory before you ever have to worry about repricing. Automatic repricing will react to these competitors promptly with a price change, resulting in you selling at a lower price than you may require.
  • It can be difficult to notice a better pricing opportunity if you are set to be the lowest price or the purchase box constantly. This can be a positive thing, but it can also limit you from detecting possibilities to generate sales at higher prices.


This tool will show you the average unit retail (AUR) pricing for all of your products, allowing you to keep track of how much profit you’re earning even if your prices change. You may also quickly determine your best and worst-selling products to aid in developing new marketing tactics.