Repricing on Amazon – How to Increase Revenue and Decrease Stress
What do you think are the most important selection criteria for potential customers when looking for a product on Amazon? Product quality? Customer service? Delivery speed? If price was among your top three options, you are definitely not alone. There is a good reason why the final price (product + delivery cost) is the most important metric for Amazon merchants who want to place their products behind the coveted “Add to Cart” field – also known as “Buy Box”. We do not intend to underestimate the relevance of other sales criteria, such as delivery time or return rate, but at the end of the day, one thing is certain: a competitive final price will increase your chances of winning the Buy Box. This is where price optimization – or “repricing” – on Amazon comes into play.
What Is Repricing on Amazon and Why Is it so Important?
Before we get lost in the depths of pricing strategy tactics for Amazon, let’s take a quick look at the fundamentals of our topic today. We already mentioned one or two words in the first paragraph that may require some explanation if you are new to Amazon. For those who are already familiar with the Amazon environment, here is an article that goes deeper into your repricing strategy.
The Buy Box
The orange/gold button on Amazon that is labeled as “Add to Cart” is colloquially known as Buy Box. You can find this button on the right side of any Amazon product detail page while browsing the online platform.
If you sell on Amazon, you must have noticed that the competition for this Buy Box is very fierce. Why does this happen? This is because the Buy Box can only be held by one seller at a time and about 90% of all sales occur through this golden “Add to Cart” field. Consider this: When was the last time you went to Amazon and actively looked for alternative sellers of the same product instead of using the Buy Box?
Winning the Buy Box is no child’s play, but the investment is worth it if only for the resulting visibility and profit. We wrote a workbook on how to get into the Buy Box in 13 steps. You can read it here.
How to Price on Amazon
So, what is repricing? Well, Amazon’s pricing strategy is basically built on price optimization, that is, adjusting the prices of the products themselves to market conditions. These conditions include the final price of competitors’ products, the supply and demand of relevant products, the impact of trends or seasons in the markets, and many other factors.
When repricing on Amazon, merchants can apply various methods. Most professionals outsource this time-consuming task to an Amazon repricing tool or software. Others, however, prefer to do their market research without the help of a solution and adjust their prices manually. Both methods have their benefits and drawbacks. It is also important to note that not all repricing tools are the same on Amazon. But more on that later.
As a general starting point, a solid pricing strategy always requires that you ask yourself this question first:
Taking into account all relevant factors, how do I adjust the final prices of my products on Amazon so that they sell optimally?
Although repricing is quite simple, there are some methods that can enhance the process and also some repricing mistakes that you should definitely avoid. Let’s take a closer look at the different methods that can be applied when repricing on Amazon.
Manual Repricing on Amazon
This form of repricing implies that you do not use any software for your pricing strategy or analysis on Amazon. It requires sellers to monitor their competitors’ prices and relevant market conditions on their own.
The main benefit that this method of repricing on Amazon has to offer is that you are in complete control of your pricing strategy. Also keep in mind that most Amazon repricing tools are not offered for free. Sellers who do not use a repricer are not burdened with these additional costs either. Another question is whether this compensates for the time you have to spend constantly adjusting your prices.
Where is the downside? As you might have guessed, repricing on Amazon without software will take up a lot of your time. To be precise, repricing without software will take all your time if you want to keep up with other merchants who use automated repricing software. Every day, 2.5 million price adjustments occur on Amazon, with Amazon changing the prices of its own products up to 8 times per hour. Those who engage manually in such a task do not have much time for other things at the end of the day, which leads to other metrics being neglected and a drop in their overall ranking as a seller.
Static Repricing on Amazon
Static repricing or rule-based repricing means that you use software for your pricing strategy that identifies the necessary price to win the Buy Box and then automatically adjusts the prices of your products to that value.
The advantage of static repricing on Amazon is that you will win the Buy Box more often than before and therefore be able to sell more items. Additionally, you no longer need to spend many hours a day adjusting your prices manually to keep up with the competition, but let the repricer do the work instead. This now gives you much more time to do other things. Regarding costs: Amazon offers a repricing service for sellers and does so at no cost. But what is the catch? Although Amazon’s repricer is free, the rule-based algorithm it works with has some disadvantages.
Due to the increased participation in the Buy Box, you may be selling more products than ever – but at what cost? Amazon’s repricer analyzes your competitors’ prices and then applies a single formula: Offer lower prices than the competition at all costs (literally). The results are fierce price wars among sellers. While this is good news for customers, there are no winners in these price wars from a merchant’s perspective.
Dynamic Repricing on Amazon
When it comes to dynamic pricing strategy on Amazon, there is a wide variety of tools that can help your online business gain momentum. Just like in static repricing, dynamic repricing on Amazon determines the price you need for the Buy Box. It then sets your prices to that value, but afterwards gradually increases your prices to the highest value you can charge without losing the Buy Box.
The advantage of this form of pricing is that you are in the Buy Box more often while selling at the highest possible price.
However, the downside, which some sellers point out, is that your pricing strategy is heavily driven by software and therefore lacks “a human touch,” if you will.
That is not always the case
Repricing on Amazon does not necessarily mean that the merchant has to give up control over the pricing strategy. You are free to analyze the market and your competitors’ prices as you see fit and adjust the dynamic repricer according to your findings. This can even lead to better results. However, most merchants tend to rely completely on their repricers because it is the most convenient solution, allowing them to move on to other more urgent issues. A good repricer can also offer various strategies to choose from, ensuring that your immediate business needs are always met.
Repricer ≠ Repricer
Are you about to start repricing on Amazon but don’t know where to begin? There are several questions regarding what type of repricer you should get for your business. As we have already discussed, a dynamic repricing solution is the option that offers the most benefits. However, not all solutions are the same.
There are several things you can plan ahead of time when starting your comparison of Amazon repricing software. Working with an international team? Make sure the repricer has all the necessary language options that your team requires and – more importantly – that the company offers customer support in the mentioned languages. Additionally, each repricer specializes in different business models. Therefore, before deciding on a specific software, first check if you can use it to implement all the planned pricing strategies of your company to achieve the highest profit.
The 10 Best Amazon Repricer Tools in Comparison
We understand that you have a business to run and do not have time to browse the internet in search of the one repricer that rules them all. That is why we have listed the best for you here. Keep in mind that finding the best Amazon repricer for your business may require a lot of trial and error. All the options we will mention have their strengths and weaknesses. Pay special attention to which features are included in your pricing plan. For example, often, AI repricers are only available when you upgrade to a higher one.
Additionally, when looking for the best Amazon repricing software, make sure to check how many Amazon Marketplaces the solution includes and whether those you sell in (or are planning to sell in) are included. Another crucial point is customer support and whether it is included in the price you chose!
As you can see below, each repricer offers a free trial, we strongly recommend that you take advantage of them!
SELLERLOGIC
SELLERLOGIC offers a solid and comprehensive solution that focuses on advanced Amazon entrepreneurs. SELLERLOGIC serves 19 Amazon Marketplaces and ensures that you win and stay in the Buy Box with smart artificial intelligence.
| Pricing | Dependent on the number of SKUs and the duration of the contract |
| Marketplaces (19) | DE, UK, FR, IT, ES, NL, SE, PL, EG, SA, TR, AE, IN, JP, SG, AU, US, CA, MX, BR |
| AI-based algorithm | Included |
| Customer Support | Included |
| Free trial Trial | 14 days |
Repricer Express/ Repricer.com
A comparison of Repricer from Amazon must include RepricerExpress, which recently merged with Repricer.com.
Due to its extensive set of features, RepricerExpress – according to its own statements on its website – offers you the flexibility to customize your pricing and compete in ways that suit your business. You can reprice on eBay and Amazon.
| Prices | €75/Month to 1099/Month |
| Marketplaces (13) | DE, UK, FR, IT, ES, IN, JP, AU, US, CA, MX |
| AI-based Algorithm | Requires Plus Package |
| Customer Support | Requires Ultimate Package |
| Free Trial | 14 days |
bqool
According to the homepage, BQool’s AI is fully capable of assessing market conditions in real-time, predicting possible outcomes, and making aggressive pricing decisions.
Prices range from $25/month to $300/month, depending on the plan you choose. There is also a free 14-day trial.
| Prices | $25/month to $300/month |
| Markets (9) | US, CA, MX, United Kingdom, DE, FR, IT, ES, JP |
| AI-based Algorithm | Requires $50/month Package |
| Customer Support | No information |
| Free Trial | 14 days |
Feedvisor
Next in our Amazon Repricer comparison is Feedvisor. According to its website, Feedvisor positions itself as the best Amazon Repricer for FBA Sellers, as well as for Brands or Private Labels. Feedvisor offers three plans that include different features.
However, Feedvisor unfortunately does not provide much information unless you sign up for a demo version.
| Prices | Demo required |
| Markets (9) | Demo required |
| AI-based Algorithm | Demo required |
| Customer Support | Demo required |
| Free Trial | 60 days |
Seller Republic
On its website, Seller Republic promises to match what your business needs, whether you are selling from your garage or managing a company. With a customer base that includes both multinationals and small businesses, Seller Republic has focused on developing a repricer aimed at serving a wide range of entrepreneurs.
| Prices | $28.95/Month to $1478.95/Month |
| Markets (8) | US, CA, United Kingdom, DE, FR, IT, ES, IN |
| AI-based Algorithm | Included |
| Customer Support | Email and Live Chat |
| Free Trial | 15 days |
SellerEngine
According to the statements on its website, SellerEngine is a safe bet for you if you have positioned your store internationally. Representing 9 nationalities, speaking 13 languages, and working in 3 countries, SellerEngine has everything you need in terms of multinationality on Amazon.
| Prices | $50/Month to $2000/Month |
| Markets | Demo required |
| AI-based Algorithm | Demo required |
| Customer Support | Demo required |
| Free Trial | 14 days |
RepriceIt
According to the information on its website, RepriceIt developed its solution to solve problems they witnessed firsthand. Being long-time Amazon sellers and having a strong focus on customer centricity, they are always happy to hear ideas from the customers themselves.
This Repricer – in comparison with the others we just mentioned – is definitely the most affordable option. Prices range from $9.95/month to $79.95/month and they offer a free 30-day trial.
| Prices | $9.95/month to $79.95/month |
| Markets | Demo required |
| AI-based Algorithm | Demo required |
| Customer Support | Full support for FBA |
| Free Trial | 30 days |
ChannelMax
According to its website, ChannelMAX offers the most comprehensive Repricer for your listing on many sites, such as Amazon (10 different markets) and Walmart.
Prices range from $34.99/month to $499.99/month and there is a free 30-day trial
| Prices | $34.99/month to $499.99/month |
| Markets | Amazon and eBay |
| AI-based Algorithm | Included |
| Customer Support | Included |
| Free Trial | 30 days |
LogicSale
With LogicSale, you can sell on Amazon and eBay. According to its own statement, LogicSale has been providing online merchants with top-notch repricing for Amazon and eBay for the past 10 years. They have focused on a simple and intuitive operation, as well as constant and high-quality customer support.
Their prices depend on the number of items and the duration of the repricing services. They also offer a free trial.
| Prices | Dependent on the number of SKUs and the duration of the contract |
| Markets | Amazon and eBay |
| AI-based Algorithm | Included |
| Customer Support | Included |
| Free Trial | 10 days |
Alpharepricer
Alpharepricer is the final solution on our comparison list of Amazon repricers. As stated on its website, Alpharepricer reprices every 2 minutes and its repricing engine has proven to be the closest to real-time repricing that exists. Its solution continuously monitors competitor prices, responding immediately to price changes.
Their prices range from $25/month to $125/month and their free trial covers 14 days.
| Prices | $25/month to $125/month |
| Markets (16) | DE, UK, FR, IT, ES, NL, SE, AE, IN, JP, SG, AU, US, CA, MX, BR |
| AI-based Algorithm | Included |
| Customer Support | The included ticket support Phone support requires a $50 package |
| Free Trial | 14 days |
Final Thoughts
The best way to find the repricer that is right for your business is to take advantage of the free trial that all companies offer. Pay attention to the languages that are supported and closely examine the features included in the paid plan you are interested in.
Let’s not lie. In the past, repricing on Amazon was much easier. You just had to keep an eye on competitor prices and adjust your own item prices accordingly. However, the significant growth of online commerce has now led to a situation where a lot of time has to be planned if you want to have a proper Amazon repricing strategy for every eventuality.
If you want to do this manually, you will have to count on the fact that you won’t be able to do much more. Those who work with a static repricer will sooner or later have to deal with a price war in which everyone profits, except the sellers.
At the end of the day, dynamic repricing remains the most favorable of all these options. Although they are not free, the benefits of earning the Buy Box and selling on Amazon at the highest price will outweigh the cost of the service.
Well, Amazon’s pricing strategy is basically built on price optimization, that is, adjusting the prices of the products themselves to market conditions to earn the Buy Box or to achieve a higher ranking among Amazon’s search results.
Yes. Very legal.
It depends on your business model. Some sellers may be satisfied with static or even manual repricing tools, but most professional sellers should use a dynamic repricer with multiple smart strategies, such as the SELLERLOGIC tool offers.
For wholesale sellers, for example, we offer fully automated optimization for the Buy Box. Private label sellers, on the other hand, benefit from time-based and sales-based strategies. These are just a few of the many different strategies, all of which are included in the price.
Image credits in order of appearance: © ra2 studio – adobe.stock.com /© lia – adobe.stock.com /© PureSolution – adobe.stock.com
