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The Power of Automated Pricing on Amazon


In the highly competitive world of e-commerce, pricing plays a pivotal role in determining a seller's success on Amazon. To increase your chances of winning the Featured Offer (Buy Box) and staying competitive, Amazon offers a powerful tool—Automated Pricing. In this comprehensive guide, we'll delve into the reasons why automated pricing is crucial for Amazon sellers and provide a step-by-step explanation of how to set up and leverage this tool effectively.

Why Automate Pricing?

  1. Featured Offer Eligibility: The Featured Offer (Buy Box) is the prime real estate on Amazon product detail pages. Winning the Buy Box can significantly boost your visibility and sales. Automated pricing helps adjust your prices swiftly to increase your chances of becoming the Featured Offer.
  2. Real-Time Reactivity: Reacting to your competitors' price changes in real time is crucial. Automated pricing allows you to stay competitive by swiftly responding to market fluctuations, giving you an edge in the race for the Buy Box.
  3. Ease of Implementation: Enrolling your SKUs in automated pricing is a breeze. With just a few clicks, you can set up pricing rules for your selected listings, allowing Amazon to manage your prices 24/7.
  4. Focus on Other Aspects: Managing pricing can be a time-consuming task. With automated pricing rules in place, you can divert your attention to other critical aspects of your business, such as product sourcing, marketing, and customer service.
  5. Increased Sales Potential: Sharp pricing not only improves your chances of winning the Buy Box but also increases your visibility to potential buyers. This visibility can lead to higher sales and revenue.
  6. Cost Savings: Unlike third-party repricing tools that may charge hefty fees, Amazon's automated pricing tool is free for Amazon sellers, saving you potentially hundreds or thousands of dollars each month.

Pricing Rules That Work for You:

Automated pricing rules are designed to adjust prices based on specific events or criteria. Here are some key pricing rules you can use:

  1. Featured Offer Rule: This rule updates your price when your Featured Offer win percentage is low due to price or when other sellers continually update their prices, causing you to lose the Buy Box.
  2. Competitive Price Match Rule: This rule ensures that your price matches the competitive price (when there is one) to increase your chances of becoming the Featured Offer and maintaining eligibility.
  3. Sales Bases Rule: Use this rule to manage inventory levels or when testing new product prices. Designate how many units you want to sell in a given period, and automated pricing rules will reprice your product to meet that objective.

How to Set Up Automated Pricing:

Setting up automated pricing on Amazon is a straightforward process. Here's a step-by-step guide:

Step 1: Log in to Seller Central

  • Go to the Pricing tab and select "Automate Pricing," then click "Get Started."

Step 2: Create a Rule or Choose a Pre-Defined Rule

  • Start with the pre-configured "competitive price rule" or customize your own strategy, considering factors like feedback rating and fulfillment channel.

Step 3: Select Your SKUs and Set Limits

  • Choose the SKUs you want to enroll in automated pricing and define the rules that apply to each SKU. You can select SKUs individually or in bulk. Set a minimum price to ensure your margins are maintained.

Step 4: Start Repricing

  • Automated pricing rules become effective immediately. Your prices will adjust in real-time based on your defined rule parameters and current market conditions.

Step 5: Measure Success

  • Monitor the impact of automated pricing on your sales through the automated pricing page in Seller Central. Additionally, use your business reports to track the effect on your Featured Offer win percentage.


Automated pricing is a powerful tool that empowers Amazon sellers to stay competitive, increase sales potential, and save money. By automating your pricing strategy, you can focus on growing your business while Amazon handles the critical task of keeping your prices sharp and competitive. Don't miss out on the opportunity to harness the benefits of automated pricing to thrive in the ever-evolving world of Amazon e-commerce.


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