Overview

Amazon’s Automate Pricing tool lets professional sellers programmatically adjust their offer prices in response to real‑time market signals, eliminating the need for manual price checks throughout the day. The feature is free for all professional accounts and lives under the Pricing tab in Seller Central. Sellers who adopt it can protect margins, stay competitive for the Buy Box, and scale pricing strategies across large catalogs without additional software.

Key Points

• Rule‑driven price changes — Sellers can define conditions that trigger price updates the moment a competitor’s price moves, for example lowering a SKU by $0.25 when the lowest listed price drops below $12.00.
• Buy Box targeting options — The tool offers three reference points—Featured Offer (Buy Box), lowest non‑Buy Box price, or a custom competitive position—allowing a seller to match, undercut, or stay a set percentage above the chosen benchmark.
• Relative adjustments — Pricing can be shifted by a fixed dollar amount (e.g., “$0.10 below the lowest price”) or by a percentage (e.g., “5 % above the Featured Offer”) to maintain a desired market stance.
• Floor and ceiling safeguards — Minimum and maximum price limits can be set per rule, ensuring the automation never sells below cost or inflates a price beyond a level that would deter buyers.
• Catalog‑wide or SKU‑specific deployment — Rules may be applied to an entire product line with a single click, then refined for individual ASINs that require unique treatment, such as high‑margin accessories versus low‑margin consumables.

How Automate Pricing Works

1. Select a rule type — Choose between “Match Featured Offer,” “Compete with Lowest Price,” or “Custom Position.” For instance, a seller of kitchen gadgets might pick “Match Featured Offer” to stay in the Buy Box for a best‑selling blender.
2. Define the adjustment parameter — Specify whether the rule should copy the reference price exactly, undercut it by a set amount, or stay a certain percentage above it. A concrete example: set the rule to “$0.15 below the lowest price” for a line of silicone spatulas.