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Amazon repricer: how repricing works, Amazon's free tool and how to set a floor price

· 15 min read · Buy box and pricing

Short answer: An Amazon repricer is a tool that changes your prices automatically, following rules you set: match the lowest price, stay a penny under the Featured Offer, or raise the price when sales are strong. You do not have to pay for one to start. Amazon's own Automate Pricing tool is free with the Professional selling plan, which costs £25 a month (excl. VAT) in the UK, and you find it in Seller Central under Pricing > Automate Pricing. Third-party repricing software adds faster or smarter rules for a monthly fee. Whichever you use, the most important setting is not the rule but the minimum price: the lowest price at which a sale still makes money after Amazon's fees, VAT and your costs. A repricer without a sensible floor simply sells faster at a loss. That idea is the core of a dashboard whose repricer never goes below your floor price.

What an Amazon repricer does

Several sellers often offer the same product on one Amazon product page. Their prices move all day: someone runs out of stock, someone cuts a price, someone switches to faster delivery. Checking that by hand works for ten products, not for a thousand.

A repricer watches those changes and updates your price within limits you choose. In practice it does three things:

  • Reads a reference price, for example the current Featured Offer or the lowest offer on the page.
  • Applies your rule, for example "£0.05 below the lowest price" or "match the Featured Offer".
  • Stays inside your range: never below your minimum price, and never above your maximum price if you set one.

Price is one of the factors Amazon uses when it chooses the Featured Offer, the offer next to the Add to Basket button, which is why sellers reprice in the first place. Price is not the only factor, though; our guide on how to win the buy box on amazon explains what else Amazon looks at.

Amazon's free repricer: Automate Pricing in Seller Central

Amazon describes Automate Pricing as a free tool that adjusts your prices in real time, 24 hours a day, according to rules you choose. Amazon's UK pricing page also notes that it offers automated pricing tools that set rules and adjust prices dynamically. According to Amazon's description of the tool:

  • Who can use it: sellers with a Professional selling account and an active offer on the products they want to reprice.
  • Cost: included free in the Professional plan. In the UK that plan costs £25 a month excl. VAT; the Individual plan costs £0.75 per unit sold.
  • Where: Seller Central main menu, Pricing, then Automate Pricing.
  • Speed: price updates for existing rules are usually processed in less than 15 minutes; a new or changed rule can take up to one hour to reprice all its products.
  • Price update limit: changes made by Automate Pricing do not count towards the daily price update allotment.
  • Access: you can decide which users on your account may use the tool, under User Permissions.
  • No guarantee: Amazon states plainly that automating your price does not guarantee the Featured Offer, because delivery, stock and customer service also count.

Amazon's detailed tool page is written for its US store, so check the menu and options in your own UK Seller Central account before you plan around them.

The rule types

Amazon names three kinds of rule:

  1. Competitive rules: compare your price with the Featured Offer, the lowest price, or the lowest external price (prices outside the Amazon store), and set yours below, at or above it.
  2. Sales-based rules: change your price based on how many units you sell in a set period, for example raising it when an item sells quickly.
  3. Business price and quantity discount rules: update your business prices and quantity discounts automatically when your standard price changes.

Setting it up, step by step

  1. Log in to your Professional selling account and open Pricing > Automate Pricing.
  2. Choose a predefined rule or create a custom one.
  3. Add products one SKU at a time or in bulk with the Automate Pricing file.
  4. Set a minimum price for each product, and a maximum price if you want one.
  5. Select Start repricing.
  6. After a few weeks, compare the tool's 30-day history with your Business Reports to see what happened to your Featured Offer share and sales.

Free tool or repricing software?

Amazon's tool covers the basics, and it costs nothing extra if you are already on the Professional plan. Paid repricing software is usually worth a look in three situations:

  • Many SKUs with different strategies. Rule-based software lets you build more detailed rules, for example treating different competitors differently.
  • Algorithmic repricing. Some tools do not just undercut but test prices, and raise them again when a competitor runs out of stock or the Featured Offer can be held at a higher price.
  • Several channels. If the same product also sells on eBay, OnBuy or your own shop, you may want one place for all your prices.

Amazon lists third-party pricing tools in its Selling Partner Appstore. Before you sign up, check four things: whether the tool works with the UK store and your other European stores, how often it changes prices, whether every rule respects a minimum price, and what happens if the tool loses its connection. Test with a few products first.

Repricing strategies that do not ruin your margin

  • Do not always chase the lowest price. If two sellers both run "£0.01 below the lowest price", they push each other down until both reach their minimums. Matching the Featured Offer is often enough.
  • Use sales-based rules for slow sellers. A small price drop for stock that has not moved in weeks is usually cheaper than paying for storage.
  • Raise prices when you can. When competitors run out of stock, a good rule moves you back up instead of staying at the bottom.
  • Watch the price thresholds. On Amazon UK some referral fees depend on the price: Home Products pay 8% up to £20 and 15% above it, and Low-Price FBA rates apply to eligible products at or below £20. A repricer that moves your price from £19.99 to £20.49 can raise your fees by more than the 50p you gained.
  • Keep one SKU per product. Rules are applied per SKU, so clean stock codes make repricing much easier; our guide on how to create sku numbers shows a simple system.

How to work out your minimum price

Amazon UK's referral fee is a percentage of the total sales price: what the buyer pays, including delivery and any gift wrapping, with a minimum per item, £0.25 in most categories. If you are VAT registered, the standard UK VAT rate is 20%, and the price the buyer pays includes the VAT you pay over.

Worked example. All figures are assumptions for illustration. You sell a board game (Toys and Games, 15% referral fee) through FBA, and you are VAT registered.

  • Price the buyer pays (incl. VAT) — £24.99
  • VAT at 20% (£24.99 ÷ 6) — £4.17
  • Referral fee: 15% of £24.99 — £3.75
  • FBA fulfilment fee (assumption) — £3.20
  • Product cost (assumption) — £8.50
  • Share of storage, returns and ads (assumption) — £1.50
  • Left per sale — £3.87

At £24.99 you make £3.87. To find the floor, ask at what price that profit disappears. Every £1 you cut from the price costs you about £0.68 of profit here, because you also pay about £0.17 less VAT and £0.15 less referral fee on it, while the fixed costs of £13.20 stay the same. In this example the break-even price is about £19.32. If you want at least £1 profit per sale, set the minimum at about £20.78, and remember that the FBA fee itself may change once the price falls to £20 or below.

Work this out for each product, with your own figures, before you switch on any rule. Recheck it whenever Amazon changes its fees or your supplier changes your cost.

Common mistakes with an Amazon repricer

  • No minimum price, or one set at cost. A floor at cost price still loses money once fees and VAT are counted.
  • One rule for everything. A product with three competitors and one with thirty need different rules.
  • Ignoring the rest of the offer. Slow delivery or empty stock loses the Featured Offer at any price.
  • Never checking the result. Look at margin per sale, not only units sold.

How Pratienda helps

Pratienda is a multichannel dashboard for Trendyol, Hepsiburada and N11, the leading marketplaces in Turkey. It does not connect to Amazon. The rule this guide is built on is the same one behind its repricer: in the Pro plan, the repricer and buybox tracking watch competitor prices on those three marketplaces and suggest new prices without going below your floor price, and prices never change without your approval. Stock stays in sync across the three marketplaces and orders arrive in one list, so a price that sells faster does not leave you oversold. Starter is $59 a month (tax excluded); the repricer is in the Pro plan.

See Pratienda →

FAQ

Does Amazon have a free repricer?
Yes. Automate Pricing in Seller Central is included free in the Professional selling plan, which costs £25 a month excl. VAT in the UK. You need an active offer on the products you want to reprice.

How does an Amazon repricer work?
It reads a reference price, such as the Featured Offer or the lowest price, applies your rule, for example match or undercut, and updates your price within your minimum and maximum. Amazon says its own tool usually applies changes within 15 minutes.

Can I use a repricer with FBA?
Yes. FBA and self-fulfilled offers can both be repriced. With FBA, include the fulfilment fee and storage in your minimum price, and watch the £20 threshold for Low-Price FBA rates.

Sources: Amazon, "Pricing" (sell.amazon.co.uk) and "Automate Pricing" (sell.amazon.com); GOV.UK, "VAT rates". Information as of 29 October 2026; Amazon may change its fees, tools and rules. This is not legal or tax advice.