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What Makes the Best Amazon Repricer?

If you're looking to grow your business in 2020 using the best Amazon repricer, this is your guide.

Repricing on Amazon is getting a face-lift. A face lift to both usability and performance. What goes into what makes an amazing Amazon repricing tool?

It’s easy to make the generalization that all repricers do the same thing; drive your price to the bottom. Switching to a more advanced Amazon repricer shows you just how wrong that assumption is.

The Amazon tools that started it all were basic and many argue that they could only reprice down. Repricers have the capability to fully control your pricing depending on multiple situations and even make decisions for you.

Manual vs. Automation

Like any other industry, Automation has become a focus point for Amazon sellers looking to grow their businesses. Automated tools like an Amazon repricer tool are not limited to high-end sellers moving millions of units per month. Instead, it's easily available and affordable for most sellers.

You could manually reprice your products but who has time for that?!

Once you've grown your business to more than a handful of SKUs you'll quickly become limited in where you can spend your time. Should you spend your time sourcing new inventory or updating your prices to stay competitive and keep revenue flowing? For us, it's a clear choice; automate your pricing with software and spend your time adding new inventory.

When you think about it, that's the only way to grow your Amazon business.
Let’s dive into the specifics of what makes a repricer great...

What it takes to be considered the best Amazon repricer

It's important to understand that every tool will approach repricing differently. Some repricing software want to be the most expensive, while others want to be the cheapest (at the cost of features) and everything in between.

While considering your options, look for the following..


Basic repricing tools won’t cut it anymore. Simple reactivity isn’t what you should be looking for. For us, flexibility is a major aspect of what makes a repricer the best. That means an Amazon FBA tool that is able to take a handful of settings and handle a multitude of situations that it may face. In other words, advanced strategies.

Other tools are simply blind to the situations that don’t fit into their settings.

Performance & Speed

Next, we look for a specific type of setting called Exclusions; telling the repricer when to care and when not to care about a type of seller.

When it comes to controlling the buy box and increasing your revenue, a repricer needs to be quick to react to a price change as it happen. The best Amazon repricer can quickly calculate what changes need to be made and make them in real time.

There's a clear difference between a repricer that adjusts your prices based on a set time, once every 5 minutes (even worse, every 15), and a tool that reprices your products in real time.

As an example, Aura has instant repricing, which means a higher amount of price changes keeping you in the Buy Box versus your competition using another tool.

This all comes down to how optimized the platform and strategy is. You could have an amazing strategy but if the platform is slow and sluggish, it won’t help you in winning the Buy Box.

When you pair an amazing - read: high performing repricing strategies - platform with an optimal strategy, it’s a clear win.


Next, we look for future growth. Is the tool content with their performance and features or are they rethinking the whole concept and innovating something new?

Competitive advantages come from innovation and creating something new. Consider the first 100 sellers who used the first repricing tool to increase their sales through the Buy Box. That was a major competitive advantage but not anymore. It’s less about being able to reprice and more about how it’s being done. That includes a real time price change to win the Buy Box using a winning strategy.

For us, that’s what goes into making the best Amazon repricer on the market and building something that provides an incredible amount of value for its users.


Lastly, cost does matter. Not in the way you would think though. You see, it's less about the cheapest options when it comes to an Amazon repricer and more about the ROI you receive for your monthly subscription.

Some tools are incredibly cheap but lack both features and performance. Where you're "getting a good deal" you're actually losing potential revenue. Likewise could be said with the most expensive option.

Our recommendation is to find a healthy balance between cost and value. I want to know that the repricing tool I choose has a very large return on investment for my business.

3 Repricing Tools for FBA Sellers That Are Worth Considering

Here is our top 3 picks for repricing tools..

1. Aura

Aura repricer tool for Amazon sellers wanting to grow

Aura offers instant repricing within the Buy Box and advanced features with a single pricing tier that's all-inclusive. That means no up-charges for useful features like automatically setting your Minimum and Maximum prices.

Although Aura is considered the "new kid on the block", it's quickly become the gold standard for sellers looking to increase time in the Buy Box. They've chosen to focus more of their efforts away from sales and into engineering (new features) and customer support, which is a big difference from other Amazon repricer tools.

2. Xsellco

xsellco repricer tool for Amazon sellers

Increase your sales and profits with the Xsellco repricing tool. Includes net margin repricing and analytics and offer a free trial.

3. Informed (formerly Appeagle)

Appeagle repricing tool for Amazon FBA sellers

They state that the tool "empowers Amazon sellers with strategic automated repricing and critical insight" and offer a free trial.


Repricing tools can feel overwhelming simply because of the number that exist. Rather than looking for the cheapest option, look for the tool that's the right fit for your business and needs. This is mainly based on available features, growth, and performance.

If you want to avoid decision fatigue and get started with the most valuable repricing tool, we recommend starting a 14-day free trial for Aura. From there, you can lean on our Support Team to help you decide which strategy you should use and how to best increase your sales.

Rather than being alone, you'll have a team of Repricing Nerds behind you every step of the way if needed.

What Makes the Best Amazon Repricer?
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