Overview

Amazon's Build International Listings (BIL) tool includes a price rules feature that allows sellers to automatically synchronize and adjust pricing across multiple international marketplaces from a single source store. For sellers expanding globally, understanding how these price rules function is essential to maintaining competitive and accurate pricing without constant manual intervention.

Key Points / What Sellers Need to Know

• Automatic price synchronization — BIL price rules let you sync your list price and sale price from a designated source store to one or more target stores, removing the need to update each marketplace individually.
• Built-in cost adjustments — Price rules automatically factor in fulfillment fees, fuel and inflation surcharges, and currency conversion differences between your source and target marketplaces.
• Sale price handling — When you set a sale price in your source store, BIL automatically initiates a corresponding sale in your target stores. The synced sale price is only active during the defined sale period and stops synchronizing once the sale ends or you remove it from the source store.
• Exchange rate updates — For target stores using a different currency than your source store, Amazon periodically converts prices based on current exchange rates. These updates can occur anywhere from daily to weekly.
• Rules apply broadly — Price rules are set per target store and fulfillment method combination. They apply to your entire inventory for that combination and cannot be customized for individual ASINs or SKUs.
• Manual changes break the sync — If you manually adjust a price in a target store, the automatic connection to your source store pricing is severed, and you must manage that listing's price manually going forward.

How Price Synchronization Works

When you configure BIL price rules, you select a source store (typically your primary marketplace) and connect it to one or more target stores where you also sell. The system then applies the same calculation method to both your standard list price and any active sale prices. If you update a price on an offer in your source store — even on an inactive listing — the corresponding price in the target store will be updated automatically. This creates a centralized pricing workflow where changes propagate outward from a single point of control. The synchronization accounts for the structural cost differences between marketplaces, so your margins remain consistent even as fulfillment fees and exchange rates fluctuate.