Competitive Amazon Pricing Strategies


Finding the optimal Amazon pricing strategies is only one of the difficulties that come with selling online, despite how handy it is. For many business owners, Amazon has developed into a reliable source of income.

Selling on Amazon may be quite profitable for Amazon sellers. Competition is fierce, though, as every Amazon seller strives to make as many sales as they can. Amazon itself is renowned for frequently lowering its prices, particularly during the holiday season. What are the most effective methods for boosting your Amazon sales?

If you compete on Amazon, your pricing strategy will be a key factor in your Ecommerce domination struggle. Your Amazon business depends on your pricing strategy, however, this plan can be a little enigmatic. It contains many restrictions, requirements, and variants that new sellers may find confusing. 

In order to provide you with a better understanding of how to do it correctly, we examine some of these Amazon pricing strategies.

And how can you ensure you get the better of your competitors to get the Buy Box?

Let’s learn more about Amazon pricing and the most effective strategies to handle your sales.

What is Amazon Pricing?

The prices of goods sold on the marketplace are set by an algorithm called the Amazon pricing model, which is continually changing. It takes into account a number of variables, including product costs, delivery expenses, seller fees, and more.

It’s crucial to comprehend Amazon’s pricing model well in order to remain competitive on the site. The Amazon pricing model, a continually evolving algorithm that decides the prices of goods sold on the platform, will enable you to price your products in a way that maximizes your earnings while abiding by Amazon’s rules.

Amazon offers very competitive pricing. In addition to affecting the likelihood of winning the Buy Box, this is one of the key elements that customers consider when deciding whether to buy from you or another vendor.

How do you Price items on Amazon?

Pricing products competitively on Amazon is more difficult than it first appears. On many online marketplaces, the logic is as follows: if sales are strong, prices will rise; if sales are weak, prices will fall. 

Cutting your profits through price reductions doesn’t necessarily help your standing in the marketplace, either, as Amazon’s algorithm is quite complicated. Understanding the different pricing variations and pricing strategies is crucial for this reason.

The following are bundled into the overall cost while deciding the price of the item:

  • Fees for shipping and handling
  • Reductions, rebates, or exclusive sales or promotions
  • Shipping approach
  • Business procedures, such as any lowering or removing of shipping costs or any other order-related fees and costs
  • Low-cost assurances

What are Pricing Strategies?

Pricing strategies are defined as “short-term attempts to affect a good or service’s pricing to accomplish a certain corporate goal.”

Amazon pricing strategies are largely consistent with this concept. The goal with Amazon is to obtain the Buy Box, which is the most renowned and productive position to create sales.

Vendors on Amazon must employ a variety of strategies to rank highly and produce those sales. Many people decide to change the pricing by offering discounts, while others alter the cost or kind of their shipping.

There are a few different pricing strategies that you can use. Some of the most common Amazon pricing strategies include:

Competition-based Pricing: Consider basing the price of your products on that of your competitors.

Cost-plus Pricing: Based on the cost of the commodities + markups, set your product prices.

Value-based Pricing: Use the product’s perceived value to determine how much to charge for your goods. Luxury brands frequently employ this strategy since it enables them to charge higher costs for their goods.

Why are Amazon Pricing Strategies so Important?

The internet presence and credibility of your company can be made or broken by how you price your products. More than 70% of Amazon sales, it is reported, “come through search, and are found on page one of Amazon search results.”

It is advised that you spend some time optimizing your product detail page while always adhering to Amazon’s product detail page guidelines to make it simpler and faster for shoppers to find your products.

For many vendors, pricing can be rather difficult, especially given the level of competition. Therefore, you might want to think about selling Private Label goods through Amazon FBA because it will lessen competition, allow you to personalize your brand so that people will remember you, and let you create your website to boost exposure and attract more customers.

There are a few factors that make pricing so crucial on Amazon:

Keeps you Competitive: Amazon’s pricing strategies are centered on offering the best prices. To keep ahead of the competition, you must be able to adjust your pricing.

Provide Repetitive Customers: Customers are drawn to it because they are constantly shopping for the best price. Offering reasonable and appealing prices can encourage more people to view your items.

Assists you in Generating Income: Using effective Amazon pricing strategies will help you continuously improve your income, which you can then reinvest in your company.

As consumers frequently seek the lowest price, Amazon sellers who have a solid plan can leverage product pricing to stand out from the competition. 

However, profit margins result from a compromise between pricing a product to sell and raising revenue per unit. Brands should use an Amazon pricing strategy that demands methodical optimization to succeed.

What are the Different Types of Amazon Pricing?

Retail price, list price, minimum advertised price, and Buy Box price are the four various types of the pricing available on Amazon.

Retail Price: The price you decide to charge for your goods. When customers visit your product listing, they will see this pricing.

List Price: The price of your product excluding any discounts or special offers that you may have. When people look up your goods on Amazon, they will see this pricing.

Minimum Advertised Price: The cheapest price at which your goods can be advertised. This cannot be less than the price specified by the manufacturer or Amazon.

Buy Box Price: The price clients will see when they put your product in their shopping basket. This includes the price you choose for your item as well as any shipping and handling costs. The Amazon Buy Box, a white box on the right side of the product description page, contains the Add to Cart or Buy Now buttons.

After the purchasing process, the buyer pays the total price, often known as the “landed price,” which is the price that includes everything.

You should keep in mind that Amazon lists products based on both the product price and the delivery price if you discover your product is in the “Other Sellers on Amazon” section.

With all of this in mind, it is clear why your position isn’t always improved by a simple price drop. Pricing products fairly on Amazon is a difficult issue.

When listing or repricing an item on the marketplace, you should always aim to take all the aforementioned aspects into account. The Amazon rank of your goods might fluctuate significantly with even a small adjustment to discounts or shipping costs.


4 Types of Pricing Strategy for Amazon

When it comes to pricing on Amazon, there are four basic types of pricing strategies. There is a lot to play for because Amazon doesn’t always award the buy box to the lowest-priced vendor. When selling on Amazon, you can use the following 4 strategies:


A strategy known as economy uses modest profit margins and cheap advertising expenditures. It intends to open up the goods to a sizable market. It rarely relies on sales prices and typically has minimal to no transportation charges.


The premium strategy follows a different trajectory than the economic strategy. The price is typically high, and brand names are frequently used to attract more interest. Because brand recognition often has less of an impact on Amazon, companies utilizing a premium strategy frequently offer discounts on expensive goods to draw attention. When it comes to recognized brands in their industry, this tactic typically works well.


The pricing strategy is approached with flexibility in the skimming strategy. An Amazon vendor would frequently employ this pricing strategy, starting with a higher price until the competition did the same. The price would then be reduced to remain competitive at that point. 

This kind of approach is perfect for business owners that have a distinctive product but expect to face competition in the future. This is due to the strategy’s goal of maximizing profit as soon as possible before the competition catches up.


When you set prices lower than competitors, you are using a penetration strategy to take market share. New brands and established brands that are releasing new products frequently use this. The majority of the time, this takes the shape of a promotion, with pricing increasing as goals are attained. 

Over time, this tactic is not profitable. Nevertheless, obtaining the Buy Box sooner rather than later may be beneficial to spur interest in your particular product through brand loyalty.

This approach typically performs better for more distinctive products on the marketplace because Amazon does not always give the Buy Box to the lowest alternative.

Products made from vegan ingredients are one example of this; they are frequently more expensive and do not yet have a lot of international competition.

Establishing Prices for your Products on Amazon

The core of Amazon’s pricing strategy is giving customers the best deals possible. This means that the prices fluctuate and sometimes even alter many times throughout the day (Amazon dynamic pricing). Low pricing guarantees client retention and brand loyalty while also making it profitable for Amazon merchants to market their goods and expand their consumer base.

Customers choose Amazon because of its convenience in addition to its affordable prices. With thousands of merchants selling goods on Amazon, the likelihood of stock running out is extremely low, guaranteeing that customers always receive the things they need, a variety of those products at various price points, and quick and simple delivery and returns.

Amazon Pricing Strategies for Sellers

Here is a list of the most widely used Amazon pricing strategies utilized by Amazon sellers:

Dynamic Pricing Strategy

Today’s consumers are knowledgeable, interested in technology, and accustomed to comparing prices before making a purchase. In fact, consumers now have access to a wide variety of price comparison tools for this purpose.

Due to the increased complexity and competitiveness of the Amazon price game, dynamic pricing is now essential to remain competitive and turn these comparison shoppers into customers.

Amazon is renowned for its repricing technique, often known as dynamic pricing. With this method, product prices fluctuate frequently based on competitor companies’ prices, supply and demand, and market developments. 

Because there are so many buyers and sellers on the Amazon market, dynamic pricing is complicated, and prices may vary several times throughout the day based on how well-performing particular products are on any given day. 

Every two minutes, Amazon checks the prices of millions of its products, so if you don’t choose to reprice, you risk falling behind in the competition for customers.

Pay Attention to Supply and Demand

A fundamental economic principle that governs pricing adjustments for products and services is the law of supply and demand. Prices will rise when there is a greater demand than supply for a certain good. 

When supply is higher, prices will decrease. When deciding on prices for your products on Amazon, make use of this information. You can increase your prices if you notice that there is a high demand for your goods but a low supply.

Likewise, if you see that there is a surplus of supply compared to demand, decreasing your rates may draw in more customers.

Don’t Price Too Low

Naturally, decreased prices will draw more customers and increase sales. If there is fierce competition for your goods, lowering your prices may be beneficial. However, take care not to underprice your goods.

Not only will you lose money if you do this, but your buyers will see your products as being of worse quality.

Never Price Too High

The same idea holds true for raising your prices. A price rise can help consumers assess the value of your product more favorably. For instance, if you sell luxury goods, raising the price can assist customers to understand this.

Obviously, charging more will increase your revenues, but charging too much may turn away customers. Smaller profits are preferable to none at all.

Customer Centric Pricing

A pricing method known as “customer-centric pricing” bases product prices on what your target market will pay. This entails investigating your target market to ascertain their magic number so that you can adjust your pricing.

If you want to be sure that you are turning a profit on each sale, this tactic works well. It’s crucial to keep in mind, though, that your target market might not always be prepared to pay what you’re asking.

Be flexible with your pricing, be willing to make changes, and pay close attention to client feedback.

Competitor-based Pricing

Compare your prices to those of your competitors. This is an excellent strategy to maintain profitability if your product is of a similar caliber. We advise you to have a stronger approach than simply matching prices, though. Only accomplish this in a way that allows customers to tell you apart from the other sellers.


Amazon Pricing Tools

Amazon Pricing Calculator

This is a fantastic tool to use when figuring out the best price for your goods. This tool accounts for the price of your product, delivery expenses, and Amazon fees. Based on those values, it then determines the product’s most profitable pricing.

The Amazon Pricing Calculator may be used to test several price points for your goods and determine which is the most profitable. This tool is a fantastic approach to maximizing sales and prices.

Amazon Automate Pricing

Without having to go back and change the prices of each SKU individually, Automate Pricing allows you to automatically change the prices of SKUs in your catalog in response to factors like the Buy Box price.

You must first build a price rule, set its specifications, and choose which SKUs it applies to use it. To ensure that the entire catalog is not impacted by automated pricing, just the SKUs that you designate are affected.

You can start or stop automated pricing rules and change your rules or the SKUs to which they apply. You can more easily control the prices by defining the rule parameters, setting the minimum and maximum price (optional) borders, and selecting the SKUs to automate pricing.

If you don’t set a maximum price, Automate Pricing will act on your behalf to maintain customer confidence. This is achieved by making sure that your deals are still eligible to be the Featured Offer despite not being marked up much above recent expenses.

Amazon Algorithmic Repricing Tools

Using software to automatically change your rates based on a variety of variables, such as competitive prices, market trends, and client demand is a technique known as repricing with algorithms.

More and more, they are using software and digital technologies to automate this process and find the best pricing methods to apply to their organization. More importantly, these technological advancements like software and tools are making pricing easier to understand. Numerous software applications provide repricing services.

The advantages of using repricing tools to create effective Amazon repricing strategies include:

  • Automated pricing facilitates the pricing calculation for large listings by saving time
  • Minimizing margin so that you can optimize profit
  • Maximizing ROI if you use the technology correctly
  • Makes it easier to calculate prices for large listings

However, there are certain drawbacks to this kind of tool as well:

  • Most of them are expensive
  • Gives fewer insights on what supports your items.

Amazon Manual Repricing

To have more control over their listings and to stay safe from risky situations like dubious promotions that would make it difficult for them to operate a successful business on Amazon, some sellers have started setting their list prices manually.

Manual pricing can give you greater control over your sales, but you must be an expert in this field to do it well and spend a lot of time monitoring your competitors’ prices to stay ahead of them. It takes a lot of laborious work to determine the optimal pricing when selling online, which is a full-time job.

We advise employing software for this kind of work if you don’t want to spend so much time and effort manually arranging your pricing only to have them change every day without warning. You experiment with a number of tools before settling on the best one for creating the ideal Amazon seller pricing strategy.

These benefits are provided by manual repricing:

  • Complete authority over your pricing
  • Valuable insights about what works for your products

It has the following disadvantages:

  • Ineffective for sellers with a large listing
  • Excessively long
  • Demands specific industry knowledge and proficiency

Amazon Buy Box

The Buy Box is an addition to Amazon’s pricing approach that contributes to the company’s success. While sellers compete with one another to get their products included on the Buy Box, which will guarantee more visibility and hence more sales, it also assures that customers are given the lowest prices for the same products. Additionally, even if a seller misses the Buy Box, they might still rank highly because of the weighted average of the product price and the shipping cost that Amazon uses.

Final Reflections

The bottom line is that using the proper Amazon pricing strategy can enable you to outperform your competition in terms of sales.

With the right tools and technology, retailers may now efficiently price every item in their catalog. Set your upper and lower pricing limits with ease to accurately reflect the value of your brand as you navigate the dynamic Ecommerce industry.

The nature of your products, the client data, the strategy you choose to employ, and the optimization of your product detail page will all affect your outcomes.

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