Overview

Amazon's "Compare Prices Off Amazon" is an automated repricing feature within Seller Central that helps sellers stay competitive against external retailers. The tool adjusts your offer prices based on what competitors outside of Amazon are charging, directly influencing your chances of winning the Featured Offer (Buy Box). For sellers who rely on the Buy Box for the majority of their sales, understanding and leveraging this feature is essential.

Key Points / What Sellers Need to Know

• Buy Box eligibility depends on competitive pricing — Amazon evaluates your prices not just against other Amazon sellers, but also against retailers outside the marketplace. If your price is not competitive with external offers, your listing may lose Featured Offer status.
• The feature integrates with Automate Pricing rules — You can enable external price comparison when creating either a "Match Low Price" rule or a "Competitive Price" rule within the Automate Pricing tool in Seller Central.
• Automatic price matching is available — When activated, your offer price will automatically adjust to match or stay near the lowest external price, increasing your chances of being featured.
• You control the feature at any time — Sellers can toggle the external price comparison on or off within their repricing rules without any long-term commitment.
• No guarantee of winning the Buy Box — While matching external prices improves your odds, Amazon considers multiple factors for Featured Offer eligibility, and using this feature alone does not guarantee placement.

How It Works

The "Compare Prices Off Amazon" option becomes available when you set up an automated repricing rule in Seller Central. Amazon tracks what other retailers outside the marketplace are charging for the same product — referred to as the "external competitive price." When this feature is enabled on a repricing rule, your offer price will automatically adjust based on that external benchmark. For example, if you have a Match Low Price rule active and your current price is $12 but the external competitive price is $10 with the lowest Amazon offer at $11, your price will drop to $10 to match the external retailer. Conversely, if your price is already lower than the external competition, the system may reprice upward — so if your offer is $8 and the external price is $12 with no other Amazon offers below that, your price adjusts up to $12.