The right repricing rules can make the difference between profit and loss. In this tutorial, we show you concrete rule templates for different scenarios.

Fundamental Principles of Good Repricing Rules

Before we get to the templates, here are the most important principles:

  1. Always define a minimum price: Never below your costs + minimum margin
  2. Set a maximum price: Prevents unrealistic prices when there is no competitor
  3. Filter competitors: Don't compete against every seller
  4. Mind the reaction time: Fast enough to win the Buy Box

Template 1: Standard Competition

Standard Competition

Most commonly used

For products with several FBA competitors and a medium margin.

// Standard repricing for FBA products

Minimum price: Purchase price × 1.30 // 30% margin minimum
Maximum price: Minimum price × 1.40

Goal: Buy Box price - 0.01€

Ignore competitors:
  - Fulfillment = FBM
  - Rating < 95%
  - Feedback < 100

If no competitor: Maximum price

Template 2: High-Margin Products

Premium / High Margin

For branded products

For branded products or products with a high margin, where preserving the margin is more important than the Buy Box.

// Premium Repricing - margin over Buy Box

Minimum price: MSRP × 0.90 // Max 10% below MSRP
Maximum price: MSRP

Strategy: "Match or Stay"
// Only match if competitor is above minimum price

If Buy Box < minimum price:
  Don't undercut // Give up Buy Box

Ignore competitors:
  - All with rating < 98%
When to use: For branded products, private label with good ratings, or when you're the only serious provider.

Template 3: Volume Strategy

Volume / Fast Movers

For fast turnover

For products with a lower margin but high volume. Goal: maximum Buy Box rate.

// Aggressive Repricing for fast movers

Minimum price: Purchase price × 1.15 // Only 15% margin
Maximum price: Minimum price × 1.20

Goal: Buy Box price - 0.05€ // More aggressive

Ignore competitors:
  - Only out-of-stock sellers

Special: Undercut FBM by 2%
Caution: This strategy can lead to price wars. Only use it for products where you can afford low margins.

Template 4: Seasonal Adjustment

Seasonal / Q4

Peak periods

For seasonal products or Q4. More aggressive during peak periods.

// Seasonal repricing - Q4 example

Period: Nov 15 - Dec 24

Minimum price: Purchase price × 1.20 // Slightly lower
Maximum price: Standard × 1.15 // Slightly increased

Black Friday/Prime Day:
  Minimum price: Purchase price × 1.10
  Aggressiveness: High

After Christmas (Dec 26+):
  Maximum price: Standard × 0.90 // Clear inventory

Template 5: Competitor-Specific

Competitor Targeting

Advanced

Different strategies for different competitor types.

// Differentiated competitor handling

Against FBA (rating 98%+):
  Undercut by 0.01€

Against FBA (rating 95-98%):
  Price match // Don't undercut

Against FBA (rating <95%):
  Ignore

Against FBM Prime:
  Undercut by 3%

Against standard FBM:
  Ignore // Not a real competitor

Pro Tips for Better Rules

Tip 1: Test with a Small Portfolio

Test new rules with 10-20 products first before applying them to your entire portfolio. This way you see the impact without a big risk.

Tip 2: Set Up Monitoring

Set up alerts for:

Tip 3: Review Regularly

Review your rules monthly. The market changes, new competitors appear, old ones disappear.

Conclusion

The right repricing rule depends on your product, your margin and your goals:

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