Meta description: sellerboard’s Repricer adjusts your Amazon prices to win the Buy Box using the COGS, fees and VAT already in your account. Three strategies, all marketplaces, FBA and FBM.
Most repricers know your price. They don’t know what that price earns you — so the minimum price you give them is a number you calculated somewhere else, on a day when your landed cost was different. The sellerboard Repricer removes that gap: it’s a dynamic Amazon repricer that prices against the cost of goods, fees, VAT and profit targets already sitting in your account, across all your marketplaces, for FBA, FBM-Prime and Regular FBM.
What does the Repricer actually do?
It watches your listings and moves your price to win and hold the Buy Box, inside minimum and maximum bounds you define. Every product you reprice is attached to a profile, and the profile decides how aggressively the price moves and in which direction it leans.
Prices are pushed to Amazon automatically on a regular cycle, reacting to competitor moves as they happen. You don’t upload anything, and you don’t maintain a second product catalogue — the Repricer works from the listings already in sellerboard.
Why does repricing belong in the same tool as your profit data?
Because a minimum price is a profit decision wearing a price costume.
Run repricing in a separate tool and you maintain two copies of the same commercial reality: cost of goods in both, fee assumptions in both, VAT treatment in both, min and max prices in both. The moment a supplier invoice changes, one copy is right and the other is quietly wrong — and the wrong one is the one setting your prices.
In sellerboard the numbers are the same numbers. Change a landed cost and every formula-driven price floor that depends on it moves at the same time.
How do minimum and maximum prices get calculated?
Inside a profile, each boundary can be a formula: a target ROI, a target margin, or cost of goods plus a percentage. Underneath the formula you can set a profit floor — an absolute amount you refuse to sell below.
The floor matters more than it sounds, because a percentage markup on COGS ignores Amazon’s cut entirely. Here’s the arithmetic on a product costing $12.00 to land, with a minimum price formula of COGS + 40%:
| Step | Calculation | Result |
|---|---|---|
| Cost of goods | — | $12.00 |
| Minimum price from formula | 12.00 × 1.40 | $16.80 |
| Amazon referral fee (15%) | 16.80 × 0.15 | −$2.52 |
| FBA fulfilment fee | — | −$4.29 |
| Profit at that minimum | 16.80 − 2.52 − 4.29 − 12.00 | −$2.01 |
A 40% markup on cost produces a two-dollar loss on every unit. Now add a $4.00 profit floor:
| Step | Calculation | Result |
|---|---|---|
| Required profit | — | $4.00 |
| Price needed | (4.00 + 4.29 + 12.00) ÷ 0.85 | $23.87 |
| Minimum price used | floor overrides formula | $23.87 |
The Repricer will compete hard for the Buy Box all the way down to $23.87 and not one cent further. That is the entire safety model, and it only works because the fee and cost figures are real.
If a single listing needs something the formula won’t produce, type an exact minimum and maximum at product level. Those hard values override the formula in both directions.
Which strategy should you use?
Three goals, set per profile:
| Strategy | What it does | Use it when |
|---|---|---|
| Maximize profit | Steps down until the Buy Box is won, then walks the price back up, slowing as it climbs. Drops back if the Buy Box is lost. | Steady-state selling on products with healthy margin |
| Maximize sales | Drops only to the current Buy Box price and holds it there. | Launches, rank pushes, the run-up to Q4 |
| Liquidation | Prices toward your minimum to clear stock, paced by sales velocity. | Ageing inventory, pre-storage-fee cleanouts |
The profit strategy’s climb is deliberately uneven: increases start small and get progressively slower as the price rises, so the price spends most of the day at the top of what the Buy Box will tolerate rather than repeatedly overshooting and falling out. Over 24 hours the chart draws a saw-tooth that sits high and rarely breaks.
Profiles can also carry a schedule, so a strategy is only active during hours you choose — useful when your competition behaves differently overnight.
What happens on listings where you’re the only seller?
Nothing to compete against, so most repricers sit still. sellerboard doesn’t: with no rival offer to react to, the Repricer reads your own sales-velocity history and uses it to judge when there’s room to test a higher price and when to leave the listing alone. It’s the case where owning the underlying sales data is the whole advantage.
How do you know it’s working?
The dashboard tiles show how many products are repricing, how many reprices ran today, how many products hold the Buy Box right now, and how many are pinned at a boundary — all respecting whatever filter you’ve applied, so you can read the numbers for a single brand or group.
Per product, the table gives you BSR and its trend, the number of sellers on the listing, the lowest Buy Box price, your Buy Box share for the past 24 hours, where your current price sits between your bounds, and your margin and ROI for the last 30 days.
That last pair is the one to watch. Buy Box share tells you that you won. Margin and ROI over the same period tell you what winning cost — and a repricer that lifts Buy Box share while flattening margin is not doing its job, however good the first number looks.
For detail, the chart overlays your price on the lowest Buy Box price and shades the hours you held the Buy Box, and the log records every price change with its old and new value, filterable by product or date.
What keeps it inside Amazon’s rules?
Please ensure your pricing complies with Amazon’s Pricing Policy. In particular, keep per-unit prices consistent across pack-size variants and avoid setting prices significantly above the typical market price. While the Repricer is active, we will never: go below your minimum price or above your maximum price, exceed Amazon’s Competitive Price Threshold (when available), raise the price more than 25% above Amazon’s 90-day median price (when available), or change the price by more than ±50% from the initial price when the Repricer was enabled.
A profile can also be told to respect the minimum and maximum prices you’ve set in Amazon Seller Central. If those bounds and your sellerboard bounds don’t overlap, repricing pauses rather than guessing which one you meant.
Common mistakes
- Building a minimum price from cost alone. As the table above shows, COGS plus a percentage can sit well below break-even once referral and fulfilment fees land. Add a profit floor.
- Setting a minimum you wouldn’t actually accept. The Repricer will use every cent of the range you give it. If you’d be unhappy selling at your minimum, it’s not your minimum.
- Switching it on across the whole catalogue on day one. Start with a handful of products and read the chart for a day.
- Mismatched bounds in Seller Central. If your Amazon min/max and your sellerboard min/max don’t overlap, repricing pauses. Fix either side so they meet.
- Judging success on Buy Box share alone. Check margin and ROI over the same window.
- Forgetting an active schedule. A profile that only runs 5am–12pm looks broken at 3pm.
FAQ
Does the Repricer work on all my marketplaces? Yes — all your connected Amazon marketplaces.
Does it support FBM? Yes. FBA, FBM-Prime (Seller Fulfilled Prime) and Regular FBM.
Will it ever price below my cost? No. Your minimum is a hard boundary, and the profit floor sits underneath it as a second layer.
Can I set different rules for different products? Yes — as many profiles as you need, plus hard min/max values per product that override the profile formulas.
What happens on listings where I’m the only offer? The Repricer uses your sales-velocity data to decide when to test a higher price.
Does it cost extra? No. It’s included in your sellerboard subscription.
A repricer that doesn’t know your costs is guessing with your margin. This one isn’t guessing — it’s pricing against the same numbers you use to decide what’s worth selling in the first place.
