/Price Tracker vs. Repricer: What to Do When a Competitor Changes Their Price
Price Tracker vs. Repricer: What to Do When a Competitor Changes Their Price
A price tracker, like Keepa or CamelCamelCamel, records what prices have been and alerts you when they change. A repricer, like Aura, connects to your seller account and changes your prices automatically when competitors move. If other sellers share your listings, a tracker tells you what happened and a repricer does something about it. Many sellers use a tracker for sourcing research and a repricer for live pricing.
Last updated: October 2026
What is the difference between a price tracker and a repricer?
The two tools answer different questions. A tracker answers “what has this product sold for?” A repricer answers “what should my price be right now?” Here is how Keepa, CamelCamelCamel, Amazon Automate Pricing, and Aura compare.
Keepa (price tracker)
- Main job: Records price, sales rank, and Buy Box history, and sends price drop alerts.
- Changes your prices: No. It shows data and sends alerts.
- Cost: Price history and alerts are free through the browser extension. Keepa Pro is €29 per month or €290 per year.
- Best for: Researching products before you buy inventory.
CamelCamelCamel (price tracker)
- Main job: Shows Amazon price history charts and sends price drop alerts. It is built for shoppers.
- Changes your prices: No.
- Cost: Free.
- Best for: Quick price history checks.
Amazon Automate Pricing (free repricer)
- Main job: Rule-based repricing inside Seller Central. Rules compare your price to the Featured Offer, the lowest price, or the lowest external price.
- Changes your prices: Yes, within the minimum and optional maximum you set.
- Cost: Free.
- Best for: Amazon-only sellers with simple pricing rules.
Aura (repricer)
- Main job: Reprices Amazon and Walmart listings automatically when competitors change their prices, using an AI strategy (Maven) or rule-based strategies.
- Changes your prices: Yes, within the minimum and maximum you set.
- Speed: Standard price changes take about 1.5 to 2 minutes on average. Hyperdrive makes sub-10-second changes on select listings.
- Cost: Plans start at $47 per month, or $37 per month billed annually, with a 14-day free trial. See Aura pricing.
- Best for: Sellers who compete for the Buy Box on many listings, sell on Amazon and Walmart, or want pricing strategy to follow inventory age.
What does a price tracker do?
A price tracker watches product pages and keeps a record. Sellers use trackers to check whether a product’s price is stable before they buy it, spot seasonal swings, and set sensible price ceilings. Keepa goes deepest for sellers, with price, sales rank, Buy Box, and offer history across 11 Amazon marketplaces. CamelCamelCamel is a simpler free option built for shoppers. For a detailed look, read our CamelCamelCamel vs Keepa comparison.
A tracker does not change your listing. When a competitor undercuts you at 2 AM, it can tell you. Someone still has to log in and act.
What does a repricer do?
A repricer connects to your Amazon or Walmart seller account, watches the offers competing on your listings, and updates your price based on the strategy you choose. You set a minimum price so it never goes below your floor, and it runs around the clock. Aura is a reactive repricer: it triggers price changes based on competitors’ price movements, and every change follows your assigned strategy and stays within your min and max range.
Amazon offers a free repricer of its own. Automate Pricing in Seller Central lets you create rules that compare your price to the Featured Offer, the lowest price, or the lowest external price, with a minimum and optional maximum. It is a reasonable place to start. See Amazon’s Automate Pricing page for current details.
Third-party repricers such as Aura add more strategy options, support for Walmart, and pricing that changes with inventory age. If you are weighing options, see our guide to Amazon Automate Pricing alternatives.
What happens when a competitor changes their price?
Here is an illustrative example. It is hypothetical, not a customer result. You sell a board game at $24.99 and hold the Buy Box. At 2:10 AM a competitor drops their price to $22.49.
With a price tracker
- The tracker records the change and sends an alert.
- You see it at 8:30 AM.
- You decide whether to match, undercut, or hold, and edit the price by hand.
- You have gone about six hours without the Buy Box, and this is one listing out of hundreds.
With a repricer
- The repricer sees the new offer.
- It applies the strategy you chose for that SKU, inside your min and max.
- The price updates while you sleep.
- The pricing activity log shows what changed and why.
The gap between the two is not information. Both tools know about the change. The gap is who acts, and how fast.
How fast does a repricer respond to a competitor?
It depends on the tool and its settings. Aura triggers price changes as fast as Amazon’s API allows. A standard price change takes about 1.5 to 2 minutes on average to be fully submitted and processed. Hyperdrive, Aura’s instant repricing feature, makes sub-10-second changes on select listings: up to 10 listings on Starter and up to 100 on Pro. Hyperdrive is recommended for listings with many competing sellers or a lot of pricing activity. See when Aura changes your prices for details.
Can a repricer react without racing to the bottom?
It depends on the strategy. A repricer set to beat the lowest price by a penny will follow competitors down. When two sellers run the same rule, prices fall together until someone hits their floor. This is the race to the bottom, and it is the main reason sellers distrust repricers.
Aura reacts differently depending on the situation. Its AI strategy, Maven, looks at how competitors behave and responds accordingly:
- When you hold the Buy Box, Maven gradually raises your price to find the point where you would lose it, then backs off slightly to keep the sale at a higher margin.
- When you do not hold the Buy Box, Maven checks whether competitors are matching your price or undercutting it. It matches sellers who cooperate and prices below sellers who undercut.
- When the Buy Box is suppressed, Maven lowers the price in small steps until it returns.
- When you are alone on a listing, Maven tests price points to find where sales velocity and margin balance.
Aura also lets you choose a different strategy as inventory ages. A common starting setup is:
- Maven for fresh inventory (about 0 to 60 days). Profit-focused pricing.
- Buy Box Targeting for aging inventory (about 60 to 120 days). Matches, or prices slightly above or below, the current Buy Box winner to restore sales velocity.
- Liquidation for old inventory (about 120 days and up). Prices aggressively, down to a floor you set (for example, breakeven), to recover capital.
An Age of Inventory workflow can move listings between these strategies automatically. For the full walkthrough, read You Only Need 3 Repricing Strategies.
Your minimum price is the guardrail. Set it from your real costs, and the repricer cannot go below it. Our min/max price guide shows how.
Does Aura track competitor prices?
Aura watches the competing offers on your own listings, because it needs them to decide your price, and its pricing activity log shows every repricing update, what changed, and why. Aura is a repricer. It is not a price history or sourcing research tool, so a tracker like Keepa is still the right choice for deciding what to buy.
How does this work on Walmart?
Aura reprices on both Amazon and Walmart and is an approved Walmart Marketplace solution provider. On Walmart, Aura provides automated marketplace repricing with Buy Box Targeting. See Walmart repricing with Aura for details.
Do I need a price tracker if I use a repricer?
Often both are useful, at different stages:
- Use a tracker before you buy. It shows price history and stability, so you can judge whether a product will hold its price.
- Use a repricer after you list. It handles live competition on your SKUs.
- Use a tracker to sanity-check your maximum price. A multi-month price chart helps you set a ceiling that makes sense.
If you only sell a handful of unshared listings, a tracker plus manual edits may be enough. If you share listings with other sellers, run a large catalog, or carry aging inventory, manual repricing falls behind.
Which one should you choose?
- Choose a price tracker if you are researching products to source and you do not yet have live listings.
- Choose Amazon Automate Pricing if you sell on Amazon only, have simple pricing rules, and want a free tool to start.
- Choose a repricer like Aura if you compete for the Buy Box on many listings, sell on Amazon and Walmart, or want pricing strategy to follow inventory age.
- Use a tracker and a repricer together if you source new inventory regularly and also compete on live listings.
Frequently asked questions
Is Keepa a repricer?
No. Keepa is a price tracker. It records price history and sends alerts. It does not change your listing prices.
Is CamelCamelCamel a repricer?
No. CamelCamelCamel is a free Amazon price tracker for price history charts and price drop alerts. It does not change your listing prices.
Is Amazon Automate Pricing good enough?
It can be. It is free, built into Seller Central, and supports competitive rules with a minimum and maximum price. Sellers who want Walmart support, strategies that change with inventory age, or a different approach to Buy Box competition often look at third-party repricers.
How fast does a repricer respond to a competitor’s price change?
It depends on the tool. With Aura, a standard price change takes about 1.5 to 2 minutes on average to be fully submitted and processed, and Hyperdrive makes sub-10-second changes on select listings.
Can a repricer cause a race to the bottom?
Yes, if it is set to beat the lowest price with no limits. A minimum price you set from your real costs, and a strategy that reacts to how competitors behave instead of always undercutting, are the main protections.
How much does Aura cost?
Aura plans start at $47 per month, or $37 per month billed annually, and every plan starts with a 14-day free trial. See the Aura pricing page for current plans.
Try a repricer on your own listings
Price tracking tells you what happened. Repricing changes what happens next. Start a free 14-day Aura trial and connect your Amazon or Walmart account. You can book a free onboarding call after you sign up.
