NewProfitability: real profit by brand and supplierSee how it works 
Every price change in time, explained

Amazon Repricer That Wins the Buy Box
Without Losing Margin

React in seconds, price from your true landed cost, and see exactly why every pricing decision was made.

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Trusted by Amazon sellers doing $10K–$500K+/mo

Works with your AI agent
4.9 Capterra & Chrome Store 45k+ Extension Users
1M+ ASINs analyzed monthly
Amazon Software Partner
Watch the walkthrough

Win the Buy Box without pricing below cost

See landed cost, a profit floor and Next actions in about 75 seconds. Pick a chapter to start at that step.

HOW IT WORKS

How the Amazon Repricer Works

Three steps from setup to live repricing. Start with built-in strategies or create your own, then apply them to one ASIN or your entire catalog

FBA landed cost breakdown showing unit cost, PO expenses, prep cost, and FBA inbound cost used to build an FBA price floor
Why it matters

Speed without sacrificing control

Most Amazon repricers react. Seller Assistant reacts in seconds, prices from your real landed cost, and explains every pricing decision.

Real-time repricing

React in seconds, not on the next pricing cycle

As soon as Amazon reports a pricing change, Repricer recalculates your strategy and submits a new price within seconds, keeping your offers in the race without manual intervention.

Repricer products view showing prices resubmitted within minutes of each Buy Box change
Products view filtered to Money at risk showing issues like no cost data, price floor, capped price, and price war
Full visibility

See every decision. Catch every exception

Review every repricing decision with its matched rule, market snapshot, and outcome. See what needs attention, with a clear next step for each item.

Real-cost pricing

Protect profit with real landed costs

Price floors follow the real cost of each FBA and FBM listing, and they update when those costs change.

Product price limits panel showing SKU-level minimum and maximum price overrides and recent repricing activity
Strategy editor showing prioritized conditional rules for a repricing strategy
Adaptive strategies

Respond automatically to market changes

React differently when Amazon joins the listing, competitors disappear, stock runs low, or the time of day changes. One strategy handles every situation through prioritized conditional rules instead of separate repricing profiles.

What's included

Everything behind every price change

The controls, safeguards, and pricing logic working on every repricing cycle

Real-cost recalculation

Price floors update as supplier costs, POs, prep fees, or shipping change

Strategy templates

Start from Smart FBA, Protect Profit, or Target 25% ROI, then customize or build your own

Conditional rules

React to Buy Box ownership, competitor counts, stock levels, time, and profitability

Safety limits

Set minimums, maximums, and limits on how much a cycle can change the price

Dynamic price floors

Calculate minimums from break-even, markup, target ROI, or target margin

Next actions

See what needs attention, with a clear next step for each item.

Decision history

Review every decision, matched rule, market snapshot, and outcome

Bulk actions

Enroll products, assign strategies, and switch modes across your catalog in bulk

Workflow

Better pricing starts with better cost data

Unlike standalone Amazon repricers, Seller Assistant already knows what every unit actually cost because it shares the same sourcing workflow

List
SKUs

Price floors follow the costs already stored on each SKU.
Source
Purchase Orders

Edit a supplier cost once and every linked product recalculates its pricing floors automatically.
List
FBA Shipments

Finalize inbound costs and every affected landed cost updates automatically.
List
Lister

List products from purchase orders, then enroll them for repricing without rebuilding your catalog.
Complete your workflow

Pricing starts with sourcing

The numbers your repricer protects start long before repricing, with sourcing, supplier costs, and profitability

Price List Analyzer

Turn supplier price lists into supplier offers that feed every purchasing decision.

Analyze
Browser Extension

Research margins, Buy Box competition, and product risks on Amazon.

Discover
Seller Spy

Understand who you're competing with and how their catalogs evolve.

Discover
Products

Supplier offers and landed costs stay connected to every repriced product.

Source
Compare

Compare Amazon Repricers

See how Seller Assistant Repricer compares with other Amazon repricing software

Best Amazon Repricers in 2026

Speed, profit tools, pricing, and best fit for the top Amazon repricing software, side by side.
Seller Assistant vs Aura

Compare repricing speed, cost-based price floors, and plan limits.
Seller Assistant vs BQool

Compare strategies, Buy Box rules, and what each plan includes.
Seller Assistant vs Seller Snap

Compare AI repricing claims, controls, and cost data.

More comparisons: Informed, Repricer.com, SmartRepricer, ChannelMax, StreetPricer, FlashPricer, Profit Protector Pro

From the blog

How-tos and guides

How to Use Seller Assistant Repricer

How to use Seller Assistant Repricer: set pricing strategies, rules, price limits, and landed costs to automate Amazon repricing and protect profits.

Seller Assistant Repricer: Full Guide

Seller Assistant Repricer automates Amazon pricing with fast repricing, Buy Box strategies, profit safeguards, landed costs, and flexible pricing rules.

How to Assign Costs for Repricers with AI

Assign Amazon Repricer costs with AI. Find SKUs with missing costs, update cost data through Seller Assistant MCP, and improve profit protection.

Amazon Repricing Strategies: Which One Fits You?

Amazon repricing strategy: compare common approaches, choose the right strategy for each SKU, protect profit, and compete for the Buy Box automatically.

Best Amazon Repricers in 2026: Which One Is Right for You?

Best Amazon repricer 2026: Compare Aura, Seller Snap, BQool, Repricer.com, and Seller Assistant Repricer to find the right fit for your business.

How to Set a Profitable Amazon Repricing Floor

Amazon repricing floor: learn how to set profitable minimum prices using landed cost, ROI, margin, and profit targets while staying Buy Box competitive.

More repricer how-tos

Rules, one ASIN at a time, and every price change explained

How to Set Repricer Rules for Amazon and Low Stock

How to See the Market, Price History and Limits for One ASIN

How to See Why Your Amazon Repricer Changed a Price

Frequently Asked Questions

Visit Help Center
How does an Amazon repricer work?
An Amazon repricer watches the competing offers on each of your listings and changes your price by rules you set, so you stay in the Buy Box race without going below your minimum. Seller Assistant Repricer gets each price change from Amazon as it happens, applies your strategy, and submits the new price within seconds. When you track costs in Purchase Orders, Repricer calculates each FBA minimum from landed cost (unit cost, purchase-order expenses, prep, and FBA inbound) and updates it when those costs change, so a price war cannot push that product below break-even. FBM listings use their own channel. The floor uses the buyer total, FBM prep, and the postage you enter, and it is not calculated when postage is missing.
How quickly does the Amazon Repricer respond to price changes?
As soon as Amazon reports a Buy Box or price change, Repricer recalculates your strategy and submits a new price within seconds. There is no wait for the next scheduled pricing cycle.
How do Next actions help me manage my catalog?
The Next actions card lists products that need a decision, including No cost, No FBM postage, At min price, At max price, Min above max, No max price, Failed price update, Price war, and Inactive listing. Each row has a fix, decide, or acknowledge action.
Will the Repricer ever price below my minimum price?
No. Every ASIN gets a price floor built from break-even, markup, target ROI, or target margin using your actual landed cost, plus any minimum and maximum limits you set. Repricer never submits a price outside those limits.
Can the Repricer use my actual product costs?
Yes. FBA price floors use unit cost, purchase-order expenses, prep, and FBA inbound shipping, shared with SKUs, Purchase Orders, and FBA Shipments. When one of those costs changes, every affected FBA floor recalculates. FBM listings reprice on that SKU fulfillment channel, with no switch to set. For FBM, the floor, profit, ROI, and margin use the buyer total (item price plus the shipping charge you collect), referral on that total, FBM prep, and the postage you enter. They do not use the FBA fee, FBA storage, or FBA inbound. If postage is missing, profit and the cost floor are not calculated, and the strategy missing-cost setting applies. Follow Buy Box and Follow Lowest compare buyer totals. The price sent to Amazon is the item price, the target total minus your shipping charge, kept inside the item minimum and maximum. Minimum, maximum, and MAP stay item prices.
How do I set prices and costs for many SKUs at once?
In Repricer, Edit prices and costs sets unit cost, FBM postage, minimum, and maximum for up to 200 SKUs in one window, with Undo. On the SKU import page, import the same fields from a Sellerboard export, a Seller Assistant template, or any CSV or XLSX file. The file limit is 20 MB, with no row limit.
Can I create different Amazon repricing strategies for different products?
Yes. Start from a built-in strategy (Follow Buy Box, Match Buy Box, Smart FBA, Protect Profit, or Target 25% ROI) or build your own with conditional rules, then assign different strategies to individual ASINs or apply one across your catalog in bulk.
What does Follow Buy Box do when I already hold the Buy Box?
Follow Buy Box and Amazon's suggested price (FOEP) have a When I hold the Buy Box choice: Hold price or Follow the next competitor. While you are winning, the target is the lowest Buy Box-eligible competitor's landed price plus your adjustment, minus your own shipping on FBM. A target at or below your current price holds, so the price never goes down this way. The raise stops at the competitive price threshold, and with no threshold and no real maximum it holds. Your maximum, MAP, and maximum change still apply. With no eligible competitor, you choose Hold price or Go to max price, and a SKU with no max price holds. Follow Lowest ignores this setting. When the Buy Box or the lowest competitor is below your minimum price, you choose what happens: stay at your minimum, go to your maximum, or hold. A SKU with no maximum holds. Follow Buy Box, Follow Lowest, and Amazon's suggested price (FOEP) have this choice. Your price never goes below your minimum.
Which Amazon marketplaces does the Repricer support?
Repricer works across every Amazon marketplace connected to your Seller Assistant account, with per-marketplace filtering in the Products view so you can manage strategies by region.

The Buy Box moves fast. Your pricing should too

React to market changes in seconds, protect every margin with real costs, and understand every decision the repricer makes

Get Started

Not sure which plan fits your sourcing workflow? Chat with our team — we're happy to help.