Overview

Amazon has added a new “Similar Product” pricing dashboard to Seller Central, letting sellers view competitor prices side‑by‑side without leaving the product detail page. The feature debuted in early 2024 and immediately offers a built‑in alternative to external repricing tools, a change that can affect profit margins, Buy Box eligibility, and overall catalog management.

Key Points

• Up to five competitors displayed — The dashboard lists a maximum of five listings that Amazon’s algorithm deems comparable, giving sellers a quick snapshot of the price range for a given ASIN.
• Embedded on the product page — Sellers access the view directly from the individual product’s page in Seller Central, alongside inventory, sales, and advertising metrics.
• Live price feed — Prices shown update in near real‑time, so a competitor’s discount that appears at 10 am will be reflected by 10:15 am on the dashboard.
• One‑click price edits — From the same screen, sellers can modify their own price and save the change without opening a separate pricing tool.
• No third‑party software required — Small and midsize sellers can now gather competitive pricing data that previously demanded paid repricing services or manual spreadsheet work.
• Algorithm‑driven similarity — Amazon selects comparable items based on category, attribute match, and shopper behavior, aiming to surface the most relevant competition for each listing.

How the Similar Product Pricing Dashboard Works

1. Similarity detection — Amazon scans the catalog for products that share the same category, key attributes (such as size, color, or model), and purchase patterns; for example, a seller listing a “Bluetooth speaker” will see other speakers with similar wattage and connectivity options appear in the dashboard.
2. Data aggregation — The platform pulls the current selling price, fulfillment method (FBA or FBM), and Prime eligibility for each of the identified competitors, then consolidates the information into a single table beneath the seller’s own price field.