Overview

Amazon's Automate Pricing tool allows sellers to create rules that automatically adjust their product prices in response to competitive changes in the marketplace. By setting up pricing rules, sellers can stay competitive without manually monitoring and updating prices across their catalog. This guide walks through the complete process of creating a competitive pricing rule in Seller Central.

Key Points / What Sellers Need to Know

• Automated price adjustments — Pricing rules trigger automatic price changes when competitive conditions shift, such as when the Buy Box price or lowest marketplace price changes on your listings.
• Multiple rule types available — Sellers can create competitive rules (based on marketplace pricing), sales-based rules (triggered by unit sales velocity), and business pricing rules (which adjust B2B prices relative to consumer prices).
• Marketplace-specific configuration — Each rule can be applied to one or more marketplaces, and the parameters for each marketplace must be configured individually within the same rule.
• Minimum adjustment thresholds — Amazon requires a minimum price action of at least 1% or $0.10, with a maximum cap of 90%, preventing both trivially small and excessively large automatic adjustments.
• Rules are saved independently of SKU assignments — A pricing rule is stored as soon as you complete the setup workflow, even if you haven't yet assigned any SKUs to it. No prices will change until SKUs are actively linked to the rule.

How to Create a Pricing Rule

To get started, navigate to the Automate Pricing home page within Seller Central. If this is your first rule, you'll see an option to begin creating one directly. If you've already set up a previous rule, click the "Create a new pricing rule" button from the home page. You'll first select the rule type from a drop-down menu — for competitive pricing rules, the system will guide you through configuring your price comparison and action settings. Give your rule a short, descriptive name that will be easy to identify later, such as "Beat Buy Box rule" or "Match low price rule." Then select the checkbox for each marketplace where you want the rule to be active before proceeding to the parameter configuration.