Overview

Amazon's Match Low Price feature is a built-in Seller Central tool that lets you quickly adjust your listing prices to match the current lowest offer on the marketplace. For sellers managing large catalogs, this tool can save significant time compared to manually researching and updating prices one by one. Understanding how it works — and its limitations — is essential for maintaining competitive pricing without accidentally eroding your margins.

Key Points / What Sellers Need to Know

• Instant price matching — The tool lets you match the lowest available price on Amazon for any product you sell, either one listing at a time or in bulk across an entire page of inventory.
• Customizable comparison settings — You can configure which offers the tool compares against based on item condition (all conditions, same condition, or same sub-condition) and fulfillment method (all methods or same method as your listing).
• Total price comparison — Match Low Price evaluates the combined item price plus shipping, not just the item price alone, ensuring you're comparing true landed costs.
• Page-level bulk updates — When applying changes to multiple listings, the tool only affects listings visible on the current page. If your inventory spans multiple pages, you'll need to repeat the process for each page.
• Reversible changes — Price changes can be reverted by manually entering your desired price or by using inventory files for bulk adjustments.

How the Tool Works

Match Low Price compares your listing against all active offers on Amazon for the same product, including items sold by Amazon itself. The comparison is based on the total price — item price plus shipping — and you can fine-tune which listings are included in the comparison through your preferences. For example, if you sell a product in "Very Good" condition via seller fulfillment at $26.00 plus $5.50 shipping (totaling $31.50), the tool will identify the lowest competing offer based on your configured filters. If you're comparing across all conditions and fulfillment methods, the lowest total price might come from an FBA listing in a different condition. If you restrict comparisons to the same condition and fulfillment method, the match target could be quite different. These settings live in your Manage Pricing preferences within Seller Central.