How do I set up automated pricing on Amazon?

In Seller Central, go to Pricing, then Automate Pricing. Choose a marketplace and a predefined or custom rule, name it, complete the rule cards, then select Edit SKUs, set a minimum and optional maximum price for each product, and choose Start repricing.

Will Automate Pricing win me the buy box?

It can help but cannot guarantee it. Amazon says lowering your price may help you become the Featured Offer, but other factors such as inventory availability, fulfillment and customer service also matter. Strong metrics often beat a small price cut.

Can I use Automate Pricing for business prices?

Yes. Business rules can keep business prices a set percentage or amount below standard prices, manage quantity discounts and compete for the Business Featured Offer. Deal prices can change these business prices, so review rules before big events.

Amazon Automate Pricing: Setup Guide and Best Rules

Q: Is Amazon Automate Pricing free?

Yes. Amazon says Automate Pricing is free with a Professional selling plan, which Amazon lists at $39.99 a month plus selling fees. Third party repricers available in the Selling Partner Appstore charge their own fees.

Q: How long does Amazon Automate Pricing take to change prices?

Amazon says changes usually take effect in under 15 minutes for existing rules, and up to an hour for new rules or changed settings. Automated changes do not count toward your daily price update allotment.

What changed: Free Seller Central tool that reprices SKUs automatically by rule
When: Updated October 2026
Who it affects: Professional sellers with active offers
What to do: Set a margin based minimum on every SKU before you select Start repricing

Key takeaways

Automate Pricing is free on the Professional plan and covers competitive, sales based and business rules.
Every SKU needs a minimum price; set it from landed cost, fees and ad costs, and add a maximum.
Changes usually apply in under 15 minutes; review the 30 day history against Business Reports.

1Open the tool
Pricing, then Automate Pricing
2Choose a rule
Predefined or custom
3Configure
Stores and rule cards
4Add SKUs
Minimum and maximum price
5Start repricing
From Take action

What is Amazon Automate Pricing?

Automate Pricing is Amazon's built in repricer. Instead of editing prices by hand, you create a rule, assign SKUs to it with a minimum and optional maximum price, and Amazon adjusts the price in near real time when the trigger in the rule changes, such as a new Featured Offer price.

Amazon says the tool is free with a Professional selling plan, which Amazon lists at $39.99 a month plus selling fees. Third party repricers in the Selling Partner Appstore cost extra.

Automate Pricing rule types

Amazon groups its rules into three families. You can use a predefined rule or create custom rules for different parts of your catalog.

Competitive Featured Offer: price below, at or slightly above the current Featured Offer
Competitive Lowest Price: price relative to the lowest price in the Amazon store
Competitive External Price: stay competitive with prices outside Amazon
Sales based: adjust price to your sales volume over a set period
Business Competitive Featured Offer: compete for the Business Featured Offer
Business Price and Quantity Discounts: update business prices and bulk discounts

Which rule fits?

	Tracks	Best for
Competitive Featured Offer	Buy box price	Shared listings
Competitive Lowest Price	Lowest Amazon price	Price sensitive items
Competitive External Price	Off Amazon prices	Channel parity
Sales based	Units sold	Slow or fast stock
Business rules	Standard price	B2B buyers

Requirements before you start

Amazon lists three requirements: a Professional selling plan, an active product catalog with an active offer on each product you want to price, and a minimum price for every SKU. A maximum is optional but Amazon recommends it as a guardrail.

Work out the minimum from landed cost, referral fee, FBA fees and the lowest margin you will accept after advertising. Our guide to Amazon FBA fees lists the fees to include.

How to set up Automate Pricing step by step

These are the steps Amazon describes for creating a rule and assigning SKUs in Seller Central.

In Seller Central, go to Pricing, then Automate Pricing
Select a marketplace, then choose a predefined rule or Create Custom pricing rule
For a custom rule, pick the rule type from the dropdown
Name the rule, select the Amazon stores and complete each rule card
Select Save and exit, then Edit SKUs
Choose products and set a minimum and optional maximum price
From Take action, select Start repricing

Applying rules to many SKUs at once

For large catalogs, use the file upload. Open a rule, select Edit SKUs, then Manage SKUs via file upload. Download a pre populated or blank file from the Download Center, fill in SKUs and price limits, save it as a UTF-8 text file and upload it in the Upload Center. Check the upload status and refresh if needed.

Group SKUs by situation, not by product line. Shared listings with many competitors need a different rule from private label products where you are the only seller.

How fast prices change and how to measure results

Amazon says price changes usually take effect in under 15 minutes for existing rules, and up to an hour for new rules or changed settings. Changes made by the tool do not count toward your daily price update allotment, and you can pause or edit a rule at any time.

The tool keeps 30 days of history. Compare it with your Business Reports to track Featured Offer percentage, units and revenue before and after each rule change.

Automate Pricing timing

15 mintypical change, existing rules

1 hrnew or edited rules

30 daysof price history kept

Source: Amazon, Automate Pricing page

B2B rules and how promotions interact

The business rules can set business prices a percentage or fixed amount below your standard price, which saves updating two prices by hand. Amazon notes that standard price promotions do not change business prices set by these rules, but deal prices do, and if the standard price drops below the rule's minimum the rule pauses. Our Amazon B2B pricing guide covers business prices in detail.

Mistakes that cost margin

Most problems with automated pricing come from settings, not the tool. Check these before and after you switch it on.

Minimum prices set below break-even after fees and ads
No maximum, so prices spike during shortages
One rule for every SKU, whatever the competition
Forgetting that a lower price lowers your break-even ACoS
Not reviewing the 30 day price history
Repricing against sellers with slow delivery or poor metrics

Automate Pricing vs other approaches

Automate Pricing is the right starting point for most sellers. Paid repricers add algorithmic strategies, time based rules or more complex conditions. Brands that sell alone on their listings may need little repricing at all; for them, pricing is more about strategy, promotions and the reference price rules covered in our guide to Amazon dynamic pricing.

PPC Spider is an Amazon and marketplace agency. SpiderOS, our AI platform, monitors bids, budgets, search terms and stock, and target ACoS is set from margin after fees, so price changes and ad spend stay in step. Our Amazon account management service covers pricing and ads together, with PPC plans from $995 a month and full service from $1,950. A free Amazon audit checks your current rules.

Sources

Amazon: Automate Pricing (sell.amazon.com/tools/automate-pricing)
Amazon: Save time and boost sales with Amazon Automate Pricing rules (sell.amazon.com/blog/automate-pricing-rules)
Amazon: How to set B2B prices and quantity discounts with Amazon (sell.amazon.com/blog/amazon-b2b-prices)

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