9 Amazon Repricing Strategies Every Seller Should Know

As an e-commerce seller, you deal with challenges like high price fluctuation, fierce competition, and increasing overhead costs on a daily basis. Which is why – as you progress in your career – it becomes increasingly important to counter these challenges on Amazon with repricing strategies that not only raise your margins, but also the benchmark for your competition. This article will shortly explain what repricing means specifically on Amazon’s platform and then directly dive into what you can do to drive up your sales numbers with smart pricing strategies.  

What Is Amazon Repricing? 

In short, Amazon repricing is the process of automatically or manually adjusting your prices. This helps your company stay competitive, increases your chances of winning the Buy Box, and ultimately boosts sales while maintaining tidy profit margins.

As the world’s most customer-centric company, Amazon is known to accommodate its buyers interests wherever possible. This can be seen in the lenient Amazon policies like refund without return, the great customer service and especially the competitive pricing they offer on their platform. What is important to note is that on Amazon, “competitive pricing” does not equal price dumping. It much rather means that your pricing has to remain dynamic, fluctuating constantly with supply and demand while responding simultaneously to competitor behavior.

As a seller, you need to continuously monitor and adapt your pricing multiple times a day in response to external factors. While this requires some effort, it ensures that Amazon ranks your products higher in search results, leading to more visibility and better profit margins.

9 Amazon Repricing Strategies Your Business Can Apply Today

Depending on whether you sell wholesale products or your own brand, the repricing strategies you may want to use may vary. 

#1: Rule-based Repricing

A surefire way to increase sales is rule-based repricing. By tracking competitors that matter and setting your prices just below theirs, you can attract the many customers hunting for a great deal. This strategy not only boosts sales but also signals to Amazon’s algorithm that your company focuses on competitive pricing, which can lead to a greater Buy Box share or higher rankings in Amazon’s search result pages.

However, while rule-based repricing is effective, it comes with its downsides. It will likely hurt your margins. Additionally, if other sellers are using the same technique, you could find yourself in a race-to-the-bottom, which is best avoided. You can safeguard against this by setting a minimum price threshold. If prices fall below this, simply stop lowering your prices further.

A tip for private label sellers: if your product isn’t well-known yet, avoid setting the lowest price. Low prices are often associated with low quality. On the other hand, wholesale sellers offering established brands don’t have this issue. For instance, a Braun Series 5 EasyClean Electric Shaver will be perceived as high quality whether it’s priced at 140 € or 120 €. In that scenario, everyone would opt for the 120 € shaver.

#2: Algorithmic-based Repricing

If you’re aiming for a more professional approach to your Amazon repricing strategies, an algorithmic-based strategy is the way to go. While this does require some investment (for representative pricing, click here), it’s well worth it. Algorithmic repricing helps you avoid the race-to-the-bottom scenario, by incrementally increasing the price whenever possible. This makes it ideal for sellers seeking to balance profit, Buy Box win rate, and sales volume.

A robust repricer also allows you to apply multiple strategies across different products simultaneously. The best Amazon repricer can be tailored to meet your specific needs, whether it’s B2B repricing, top-notch customer service, or expert consultation.

#3: Buy Box Targeting

Nearly all sales on Amazon go through the Buy Box, the prominent “Add to Cart” button on product pages. Around 90% of purchases happen through this feature, making it nothing less than a virtual battleground for sellers.

Why battleground? Because only one product at a time can occupy the Buy Box, leading to intense competition – especially among Amazon wholesale sellers. While several factors influence Buy Box ownership, pricing is the most critical.

Read more here about the Amazon Buy Box – What it Is and How to Win it 

Applying the Buy Box Strategy 

Step 1: To win the Buy Box, you first need to secure it – and that often means initially lowering your prices below the competition. As mentioned earlier, Amazon rewards products that offer buyers a great deal with higher visibility in search results. 

Step 2: Once you’ve won the Buy Box (you’ll know because your sales will spike), the next challenge is staying there while maximizing your profit. The key is to raise your price gradually – too sharp an increase can cause you to lose the Buy Box. The goal is to find the sweet spot: a price high enough to boost profitability but just low enough to maintain Buy Box ownership. 

Step 3: If sales suddenly start to drop, it’s a sign you’ve lost the Buy Box and need to adjust accordingly.

#4: Competitor-based Repricing

Here is something we often hear when we talk to sellers at events:

“I don’t use pricing tools because I don’t have to compete for the Buy Box and face less competition.”

While it’s true that you don’t have to compete for the Buy Box as a private label seller, you can  still count on it that you’ll face competition on the search results page, where similar products fight for visibility. Even if your product has a unique ASIN, it appears alongside others, meaning that your pricing is still immensely important.

This is where the competitor-based repricing comes in:

Step 1: Search for your product’s main keywords on a regular basis and create a list of competing listings that offer similar products.

Step 2: Track those listings and competitor prices over longer periods to spot patterns and changes.

Step 3: Set your prices to a similar price as your competitors. You may need to slightly undercut them if you want to gain higher visibility.

Step 4: As time-intensive as this may be, it is important to check on your competitors on a regular basis. Especially on a platform where price changes happen multiple times a day, consistency is everything.

#5: Price Matching 

This is a straightforward strategy applicable to both wholesale and brand sellers. Start by making a list of competitors worth tracking. For example, you can exclude competitors with a two-week delivery time or poor reviews, as they are unlikely to win the Buy Box anyway.

Once you’ve identified your key competitors, regularly adjust your prices to match theirs. Here’s why price matching is important:

#6: Sales-based repricing

The good thing about Amazon repricing strategies is that, while being vital to your company, they do not require an advanced economics degree to understand or implement. However, many of them will require quite a bit of your time, especially when you have to apply them to hundreds or even thousands of SKUs manually.

Sales-based repricing is a good example for this. 

Step 1: The first step is to set a certain starting price – this can be your retail price or a custom value of your choice. 

Step 2: Then raise the price accordingly, e.g 10 % price increase after each sale of 10 items of the same product. 

(Step 3): The same scenario applies the other way around. For example if you notice that your product is not selling well, you could then apply the rule that after a certain time period of low sales (5 orders, or less, in the past 10 days) the price decreases by a certain amount, e.g. 10 %. This will increase your visibility on Amazon and increase sales. 

Sales-based repricing with SELLERLOGIC (Push Strategy)

You launch a new product on Amazon and want to increase margins and visibility bit by bit. Therefore, you program the Repricer to increase the product price by 0.10 euros after five sales and by 0.50 after ten sales. After 15 sales, the price should then increase by 3 % and after 20 by 5 %.

#7: Time-based repricing

The Daily Push strategy lets you schedule price adjustments based on specific times of the day or days of the week, helping you boost either revenue or visibility. 

Step 1: Start optimization at a time that aligns with the period where the least amount of sales are made, e.g. 12 AM.

Step 2:  Set a price that ensures a good profit for you.

Step 3: Adjust according to demand. During periods of low demand, you can stimulate interest by lowering prices, and then increase profits by raising prices again during peak times.

Time-based repricing with SELLERLOGIC (Daily Push Strategy)

One of your top sellers is a high-quality candle holder with a starting price of 39 $. Although some orders usually come in during the morning, the day-to-day business takes place mainly in the evening hours. Therefore, the retailer instructs the repricer to lower the price of the candlestick SKU by five euros after 50 units have been sold. After another 50 sales, the price drops again by four euros.

The price reduction aims at boosting sales, which in turn increases the ranking of the product detail page. In the evening hours, when most buyers in this category are browsing Amazon, the visibility and findability of the product are significantly better and sales pick up. At your selected starting time, the price is raised again – preventing a price drop.

#8: Event-Driven Repricing

The event-driven repricing strategy helps sellers maximize profits by adjusting prices during peak demand periods. It increases Buy Box eligibility, boosts conversions, avoids unnecessary price wars, and enhances the performance of flash sales and seasonal promotions.

Step 1: Identify Key Products & Sales Events

As for all Amazon repricing strategies, choose the products that benefit most from event-driven repricing, such as seasonal items, trending products, or those affected by holiday shopping surges (e.g., Black Friday, Prime Day, Christmas).

Step 2: Analyze Shopping Patterns

Study when your target customers are most active. Identify peak shopping hours, weekend vs. weekday trends, and seasonal demand spikes.

Step 3: Set Price Adjustment Rules

Use automated repricing tools or manual scheduling to increase prices during high-demand periods and lower them when traffic slows.

Step 4: Monitor Competitor Pricing

Track competitor activity to ensure your price remains competitive without unnecessarily undercutting, especially during peak periods.

Step 5: Test & Optimize

Run A/B tests with different pricing schedules and analyze sales performance. Adjust timing and price thresholds based on results to maximize profitability.

#9: Dual Strategy (B2C and B2B)

Catering to both B2C (Business-to-Consumer) and B2B (Business-to-Business) markets effectively only has benefits, but requires different strategies. For B2C sales, the focus is often on competitive pricing to attract individuals, maximize Buy Box share, and increase sales volume. Basically all the Amazon repricing strategies we mentioned above.

For B2B sales, the strategies remain the same, but the approach is from a different angle. B2B pricing emphasizes bulk pricing, offering discounts for larger quantities to attract business buyers. In this case it may be useful to include tailored pricing agreements, subscription options, and tiered discounts based on purchase volume. 

Find out more about how you can make the most of Amazon B2B here. 

Automated Repricing on Amazon

While the strategies described above are intended for manual implementation, you will see that as your product portfolio grows, automating your pricing strategy becomes increasingly essential. For more information on achieving sustainable growth and thriving on your journey to higher revenue, feel free to contact SELLERLOGIC anytime.

If you haven’t yet reached the stage where price automation is crucial, we hope this guide has provided you with the tips needed to optimize your pricing strategies and manually outsmart the competition.

Wrapping Up 

Your Amazon repricing strategies have to be on point if you have any serious intentions about becoming a professional seller and achieving the financial freedom everyone is looking for. The good news is that the strategies we discussed are not difficult to implement. It does, however, become a tiresome task once you reach more than 60 SKUs (that is when most sellers turn to automation for support). When you do choose to use an automated repricer, be sure that it encompasses at least most of the abovementioned strategies and it suits your business needs in terms of navigation and consultation. Happy selling!

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