Overview

Amazon’s native Automate Pricing tool lets Professional sellers apply rule‑driven repricing without paying a subscription fee. Launched inside Seller Central, the service updates prices automatically based on competitor moves, sales velocity, or business‑to‑business (B2B) linkages, giving sellers a low‑cost way to chase the Featured Offer. Because the tool runs inside Amazon’s ecosystem, it avoids daily‑update limits and can react within minutes, a speed advantage that directly influences Buy Box eligibility.

Key Points

• Free, rule‑based engine — Professional sellers can create unlimited pricing rules at no charge, eliminating the need for paid third‑party software.
• Competitive benchmarks — Rules can target the Featured Offer price, the lowest marketplace price, or the lowest external price, with options to match, undercut by a percentage, or undercut by a fixed amount.
• Margin safeguards — Minimum and optional maximum price floors protect profit margins while still allowing aggressive price cuts.
• Sales‑velocity triggers — Sellers can tie price changes to their own units‑sold data, useful for clearing slow‑moving inventory or capitalising on sudden demand spikes.
• B2B price linking – Consumer‑price adjustments automatically cascade to Amazon Business listings, keeping wholesale quotes in sync with retail rates.
• Bulk & global rollout — Rules can be applied SKU‑by‑SKU or uploaded via flat‑file, and the same logic can be propagated across multiple Amazon marketplaces through Build International Listings.
• 30‑day history view — The dashboard records every automated change for a month, enabling sellers to correlate pricing moves with Featured Offer win rates and revenue trends.

How Automate Pricing Works

1. Create a rule — In Seller Central’s Pricing → Automate Pricing area, click “New Rule” and either start from scratch or select an Amazon template (e.g., “Match Featured Offer”). Example: a seller targeting a 2 % undercut of the current Buy Box price for a line of kitchen gadgets.