Repricer Overview

Automate your Amazon pricing with SellerMagnet's intelligent Repricer. Win the Buy Box, protect margins, and react to competitor changes in real time across all marketplaces.

Difficulty: 🟡 Intermediate · Reading time: ~10 min

Open this page in your dashboard: Go to the Repricer Dashboard →

📋 Overview

Imagine you sell dozens of listings and cannot sit and watch competitor prices all day. A rival drops their price at 2 a.m., steals the Buy Box, and you lose sales until you notice the next morning. With the Repricer running, you wake up to find it already reacted overnight: it undercut the competitor within the limits you set, won the Buy Box back, and then nudged your price back up once the coast was clear.

The SellerMagnet Repricer automatically adjusts your Amazon listing prices based on competitor activity, Buy Box status, and the strategy rules you define. It monitors your products continuously and reprices them within the boundaries you set, ensuring you win the Buy Box when possible while never selling below your minimum profitable price.

The Repricer supports two distinct use cases with purpose-built strategies:

• Reseller strategies: Compete for the Buy Box against other sellers on shared listings

• Brand Owner / Private Label strategies: Protect your brand's pricing integrity and enforce MAP (Minimum Advertised Price) policies

Is this for you? If you compete with other sellers on shared listings, the Repricer saves hours of manual price monitoring. If you sell your own brand exclusively, use Brand Owner strategies to protect pricing. Expected time savings: 3-4 hours/week.

SellerMagnet Repricer Overview

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⭐ Key Benefits

Benefit	Description
24/7 automated repricing	Prices update around the clock, even when you are offline
Buy Box optimization	Algorithms designed specifically to maximize Buy Box share
Margin protection	Min/Max price guards prevent selling below your profitability threshold
Real-time monitoring	Dashboard shows live status, win rates, and diagnostics
Multi-marketplace	One dashboard for all your Amazon marketplaces
Bulk operations	Start, stop, or delete repricers in bulk with a single action
Activity logging	Full audit trail of every price change with timestamps

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Real-World Scenario

Here is one rule from creation to winning the Buy Box. The numbers below are illustrative example values, not fixed defaults.

1. Create the rule (Inactive). You sell a wireless keyboard on a shared listing. Your landed cost plus fees is 18.00 EUR, so you set the Min to 22.00 EUR (your breakeven plus a small margin buffer) and the Max to 34.90 EUR. You pick a reseller BuyBox strategy and save. The rule appears with the State filter set to Inactive, because it has not started yet.

2. Start the rule (Not Winning BuyBox). You start the rule. Your current price is 29.90 EUR, but a competitor is selling at 27.50 EUR and holds the Buy Box. The rule now counts in the Not Winning BuyBox tile and carries the No BuyBox pill: it is actively repricing, but you are not winning yet.

3. The rule reacts within bounds. The engine sees the 27.50 EUR competitor and lowers your price to just under it, for example 27.45 EUR. That is above your 22.00 EUR Min, so the move is allowed. The Recent Activity panel logs a price-update event with the affected SKU.

4. Buy Box won. With the lower price, Amazon awards you the Buy Box. The rule moves under the Won pill and the BuyBox Win Rate tile ticks up. You are winning without touching your minimum price.

5. Nudge the price back up. Later, the competitor goes out of stock or raises their price. With no one undercutting you, the rule steps your price back up toward the Max (for example 31.90 EUR) while keeping the Buy Box, recovering margin you would have left on the table with a static price.

If the competitor had dropped to 21.00 EUR, below your 22.00 EUR Min, the rule would hold at 22.00 EUR rather than sell at a loss. It would stay under Not Winning BuyBox, and the Diagnosis Panel would file it under At Price Floor, so you can decide whether to widen the band.

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Repricer Dashboard

The Repricer Dashboard at /repricer-v2 is the single page for everything: it monitors every rule you have created and it is where you create, import, and manage them. It is organised around one question: who is winning the Buy Box, who needs attention, and why?

One page for everything. New Repricer, Import CSV, and each row's Manage button all open their modals right here - creating, editing, simulating, and bulk-importing rules never leaves this page. The old /repricer address simply redirects here.

1. Quota bar

A slim quota bar sits at the very top. It shows a label with your current usage against your plan limit and a visual track and fill that grows as you use more of your allowance. When you approach or exceed the quota, an Upgrade call to action appears and links to your plan options.

2. Win-rate advisory strip

When resellers are actively repricing but not winning the Buy Box, an amber advisory strip appears with a short summary and a Review them button. Clicking it filters the table down to exactly those rules so you can act on them immediately. The strip stays hidden when there is nothing to flag.

3. Strategy tabs

Three tabs sit above the KPI tiles and split your fleet by strategy type. Each tab carries a live count badge:

All

Every repricer, regardless of strategy type.

Resellers

Rules using reseller strategies that compete for the Buy Box on shared listings.

Brand / PL

Brand Owner / Private Label rules that enforce your own pricing and do not compete for the Buy Box in the traditional sense.

Active vs. Inactive is not a tab. Whether you are viewing Active or Inactive rules is a separate State toggle in the filter bar (see Filter bar), not one of the tabs.

4. KPI tiles

Four clickable KPI tiles summarise live performance. Each tile is a toggle: click it to filter the table below to just those rules (click again to clear).

KPI tile	What it shows	Color
BuyBox Win Rate	Share of competing rules currently winning the Buy Box	🟢 Green
Not Winning BuyBox	Rules actively repricing but a competitor holds the Buy Box	🔴 Red
Needs Attention	Rules with a blocking status or that have gone stale and need a look	🟠 Amber
Brand / PL Active	Active Brand Owner / Private Label rules	🟣 Purple

5. Insights & Diagnostics panel

A collapsible Insights & Diagnostics panel gives you the "why" behind the KPI numbers. It has three parts:

• BuyBox Status Overview - a donut chart with your overall Win Rate shown in the centre, plus a legend breaking down the Buy Box states.

• Strategy Breakdown - a grid listing each strategy in use alongside its individual win rate, so you can see which strategies are pulling their weight.

• Diagnosis Panel - a list of 14 clickable reason categories that group your losing or stalled items by root cause. Click a reason to filter the table to exactly those items.

The 14 diagnosis categories are:

Diagnosis	What it means
Outcompeted	Losing on price to competitors
At Price Floor	Cannot go lower - pinned at the min threshold
Out of Stock	Product unavailable - repricing paused
Stale Data	No update for 30+ days
Expired	Past its expiry date - repricing stopped
No BuyBox	BuyBox not available on the listing
Fee Error	Price below minimum - review FBA fees
Zero Price	Current price is zero - check fee settings
Amazon has the BuyBox	Amazon sells this item, so the repricer holds instead of starting a price war
Non-Price Loss	Lost for a non-price reason - lowering the price will not win it back
BuyBox Suppressed	Amazon shows no BuyBox on this listing
Position Out of Reach	Fewer competing offers than your target position
Another Offer Featured	Amazon is featuring a different SKU of yours on the listing
Price Not Applied	The price was sent repeatedly but the live price did not change

Tip: A repricer can look "Running" while doing nothing - either because something is wrong, or because it has hit the edge of the band you gave it. The Diagnosis Panel tells you which: At Price Floor means widen the band; Out of Stock, Expired, Fee Error, or Zero Price mean fix the listing or the rule.

6. Filter bar

A dedicated filter bar sits above the items table, on top of the active tab and any KPI or diagnosis filter:

Control	Options
Search	Free-text search by ASIN, SKU, or product name
Buy Box pills	Won, No BuyBox, Attention, Brand/PL (each with a live count)
Fulfilment	All, FBA, FBM
Condition	All, New, Used
Marketplace	A select listing only the marketplaces present in your data
State	Active / Inactive toggle

Below the bar, a result summary shows how many items match, with a removable chip for every active filter and a Clear filters button to reset them all at once.

7. Toolbar, bulk toolbar, and table controls

The table header carries Columns (show or hide columns), Export, Import CSV, and New Repricer, plus a Delete All control (remove every rule, with confirmation) and a report-settings control for repricer report delivery.

Select rows with the checkboxes to reveal the bulk toolbar:

Action	Description
Start	Start the selected repricers
Stop	Stop the selected repricers
Delete	Delete the selected repricers
Deselect All	Clear your current selection

The table footer offers pagination with a page-size selector (10 / 25 / 50 / 100 per page), and several columns are sortable - click a column header to sort. Empty states read "No items match your filters" or "No repricers created yet".

Live actions. Start, Stop, Delete, and Delete All run immediately against the live engine - there is no dry-run on this page. Deleting is permanent: the rule's pricing boundaries, strategy, and history are removed.

8. Recent Activity

A collapsible Recent Activity panel shows the latest engine events - price moves up or down, holds, and alerts, each tied to a SKU - so you can confirm the engine is actually working. A refresh button in the panel header reloads the feed on demand.

9. Items table

The table is streamlined to about 10 columns:

Column	Description
Checkbox	Bulk-select rows for batch actions
Product	Product image and title
Marketplace	The marketplace the rule runs in
Price	Current live price (flagged when pinned at your floor or ceiling)
Min	Minimum price boundary
Max	Maximum price boundary
Strategy	Repricing strategy applied to the rule
Status	Live lifecycle status badge
Last Update	Most recent engine update
Actions	Three icon buttons: Manage (opens the rule's modal), a start / stop toggle, and Delete

Editing a rule. Click the row's Manage button - clicking elsewhere on the row does nothing. The modal that opens is the same one used for creation, with the rule preloaded: strategies, thresholds, simulations, and recommendations are all edited there. See Create & Manage Repricer Rules.

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⚠️ Common Mistakes to Avoid

Mistake	Why It Hurts
Setting min price below your breakeven cost	You sell at a loss every time the repricer hits the floor
Setting min and max too close together	The repricer has no room to maneuver and effectively becomes static
Ignoring the Not Winning BuyBox tile	Opportunities to win the Buy Box go unnoticed
Never checking Recent Activity	You miss patterns like repeated price-floor hits that signal margin erosion
Running reseller strategies on private-label products	Reseller strategies compete on price; brand owners should protect price

## ✅ Best Practices

1. Check the Not Winning BuyBox tile daily: This is where the highest-impact opportunities live. Click it, then open the Diagnosis Panel - if a rule has been stuck at At Price Floor for days, revisit its strategy or min price.

2. Set meaningful price boundaries: Your min price should be your breakeven point plus a target margin buffer. Your max price should be the highest realistic selling price for the product.

3. Use the correct strategy type: Reseller strategies for arbitrage/wholesale items; Brand-PL strategies for your own brands.

4. Monitor the BuyBox Win Rate over time: A steadily declining rate means competitors are becoming more aggressive. Consider adjusting strategy parameters.

5. Use bulk operations: When onboarding a new product batch, use Import CSV and bulk Start to activate all repricers simultaneously rather than one by one.

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❓ FAQ

How often does the repricer adjust prices?

The repricer checks for competitor changes continuously and can adjust prices multiple times per hour, depending on market activity and your subscription plan.

Will the repricer ever price below my minimum?

No. The minimum price is an absolute floor. The repricer will never set a price below this value, even if it means losing the Buy Box.

Can I reprice items on multiple marketplaces simultaneously?

Yes. Each marketplace-ASIN combination is treated as a separate repricer rule. You can set different strategies and price boundaries for the same product on different marketplaces.

What happens when I pause a repricer?

The price freezes at its current value. No further adjustments are made until you restart the repricer.

Does the repricer work for used-condition items?

Yes. You can filter by condition (New or Used) and apply strategies to either condition type.

How do I know if a repricer rule has an issue?

Click the Needs Attention tile to see every rule with a blocking or stale status, then open the Diagnosis Panel to group them by cause (At Price Floor, Out of Stock, Fee Error, and so on). The Recent Activity panel and each row's Status badge show the latest engine outcome directly.

What happened to the old Repricer page?

There is one Repricer page now. The old /repricer address redirects to the dashboard described here, and creating, importing, and managing rules all happen on this page.

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➡️ What's Next?

Repricing Strategies OverviewCreate & Manage Repricer RulesBrand Owner StrategiesReseller StrategiesBulk Import & Export