Overview

Amazon has added a native Similar Product Dashboard to Seller Central, allowing sellers to view competitor pricing without leaving the listing page. The tool displays up to five comparable items side‑by‑side and lets users edit their own price directly from the same screen, cutting down the time spent on manual price checks.

Key Points

• Built‑in comparison view — The dashboard appears inside the product pricing section, consolidating competitor data that previously required external tools.
• Maximum of five rivals — Amazon automatically selects up to five ASINs it deems similar, so sellers can assess a concise market snapshot at a glance.
• Inline price editing — Sellers can raise or lower their price with a single click on the listing page, eliminating the need to open a separate repricing interface.
• Automatic matching algorithm — The system scans Amazon’s catalog and pulls comparable listings, removing the manual effort of searching for competitor ASINs.
• Integration with existing pricing tools — The dashboard works alongside Automate Pricing rules, giving a quick manual verification point for any automated strategy.

How the Similar Product Dashboard Works

1. Dashboard activation — When a seller opens a product’s pricing tab, a “View Similar Products” button appears; clicking it loads a table that lists up to five competitor ASINs, their current prices, and Buy Box status. For example, a seller of a stainless‑steel water bottle sees three other bottles with prices ranging from $12.99 to $15.49 displayed instantly.
2. Data refresh — The view pulls real‑time price information each time it is opened, ensuring the seller sees the latest market rates. If a rival drops its price to $13.79 during a flash sale, the dashboard reflects that change the moment the seller revisits the page.
3. Inline price adjustment — Beside the seller’s own price field, an “Edit” icon lets the user type a new price or select a predefined increment; the change is saved with one confirmation click. A seller noticing that all five competitors are priced $1 higher can raise their price by $0.99 directly from the dashboard, then immediately see the updated listing.