A strategy decides how a product is priced. This article covers everything inside the strategy editor. For what strategies are, how to create one and how to assign them, see Strategies in Repricer.
How a strategy decides a price
A strategy works in three stages, always in this order:
Rules – checked from top to bottom. The first rule whose conditions match wins, and the rest are skipped.
Default action – applies if no rule matches
Profit protection – applies to whatever price came out of stage 1 or stage 2.
Rules
Rules are optional. They let a strategy behave differently in specific situations. Add one with "Add rule" button, drag rules to reorder them, or remove. Each rule has two halves:
When – the conditions
Then – what to do when they match
Conditions combine with an All / Any switch:
All – requires every condition to be true
Any – requires at least one.
Conditions:
Amazon is selling – Amazon is one of the sellers on the listing.
Buy Box holder – who currently holds the Buy Box: Me, FBA, FBM, Amazon, Nobody, or a specific seller ID.
Competitors above – more competitors than the number you enter.
Competitors below – fewer competitors than the number you enter.
No competition – nobody else is offering the product.
Specific seller competing – a seller you name is on the listing; enter their seller ID.
Sibling offers above – more than the number you enter of your own other offers on the same product.
My fulfillment – your offer is FBA or FBM.
My stock below – your stock is under the quantity you enter.
My stock above – your stock is over the quantity you enter.
For an FBA product, stock in these two conditions is the same figure shown in the Stock column on the Repricing Page – what Amazon can currently ship, not your total FBA quantity.
Time of day – a start and end time. Times use your own time zone, which is shown under the fields.
Day of week – one or more days.
Day-of-week and time-of-day conditions let a single strategy behave differently at set hours or on set days, for example to hold or raise prices overnight.Buy Box below my min price: the Buy Box price is below your minimum price. Choose Any, FBA only or FBM only.
Lowest offer below my min price: the lowest competing offer is below your minimum price. Choose Any, FBA only or FBM only.
If the price or your minimum price is unknown, these conditions do not match.
Always – matches every time. Useful as a catch-all in the last rule.
Then
Choose what happens when the rule matches:
Use default action – take whatever the strategy's default action is.
Hold price – keep the current price. Nothing is submitted on that run.
Follow Buy Box
Follow Lowest
Amazon's suggested price (FOEP)
Adjust price
Set to max price: set your price to the SKU's maximum price. A SKU with no maximum price holds its price.
Note
Every rule shows the note "Uses strategy profit protection". Protection is set once for the whole strategy and cannot be configured inside a rule.
Rules always come from the strategy they belong to. If a SKU has its own strategy, that strategy's rules run for the SKU. The Buy Box holder and Specific seller competing conditions are checked on every scheduled run and on Reprice now. A rule that uses Amazon's suggested price (FOEP) gets the featured offer price before it sets your price.
Default action
Used when no rule matches, or when a strategy has no rules. Choose one action:
Follow Buy Box – price from the current Buy Box. Repricer compares buyer totals: your item price plus your shipping charge, against the Buy Box total.
Follow Lowest – price from the lowest competing offer. Repricer compares your buyer total (item price plus your shipping charge) with the competitor total. A Reference selector chooses which offers count:
Any (FBA + FBM)
FBA only
FBM only
Same as my fulfillment.
Amazon's suggested price (FOEP) – price from Amazon's featured offer eligible price. This is already an item price.
Adjust price: move your own current price instead of following the market. A positive adjustment needs a real maximum price. If the SKU has no maximum, the price holds and does not go up.
Each action takes a price adjustment as a fixed amount or a percentage, and a live example shows the resulting price. To match the reference price exactly, leave the adjustment at zero; to undercut it, use a small negative adjustment; to sit above it, use a positive one.
When I hold the Buy Box
This setting is for Follow Buy Box and Amazon's suggested price (FOEP). It decides what happens while you already hold the Buy Box:
Hold price: keep your current price.
Follow the next competitor: price from the lowest landed price of a competitor that can win the Buy Box, plus your adjustment. For an FBM offer, your shipping charge is taken off. With this choice, Repricer does not go below your current price.
If no competitor can win the Buy Box, choose Hold price or Go to max price. A SKU with no maximum price holds its price.
Follow Lowest does not use this setting.
The price sent to Amazon is always the item price: the target total minus your shipping charge. It is then kept inside the SKU minimum and maximum. Minimum, maximum and MAP are item prices.
Ignore MAP – is located in Advanced settings and is turned off by default. Turning it on lets this strategy price below the minimum advertised price set for the product.
When competitors are below my min price
This setting is in Advanced settings. It is for Follow Buy Box, Follow Lowest and Amazon's suggested price (FOEP). It decides what happens when the price you follow is below your minimum price:
Stay at min price: set your price to your minimum price.
Go to max price: set your price to your maximum price. A SKU with no maximum price holds its price.
Hold price: keep your current price.
Your price never goes below your minimum price.
Profit protection
Profit protection is applied after every rule and after the default action, separately for each SKU, because every SKU has its own costs and fees.
Set the minimum profit requirement by choosing how to protect profit:
Target profit $ – keep at least this amount of profit after costs and fees.
Minimum ROI % – keep at least this return on the SKU's total cost.
Minimum margin % – keep profit at or above this share of the SKU's sale price.
Note
A negative target is allowed. It means selling below break-even on purpose, for example to clear liquidation stock.
Then choose what happens if cost is missing:
Reprice: carry on without profit protection. Any price limits the SKU owns still apply. If the floor cannot be found and the SKU has no minimum price, a price drop is held. Repricer does not follow a competitor down to one cent.
Skip – submit no new price until cost data is available.
For an FBM SKU, profit protection uses the postage you enter for the SKU. It does not use the FBA fee, storage or FBA inbound cost. The SKU's own fulfillment channel decides if FBA or FBM costs are used; there is no switch. If postage is missing, the same missing-cost choice (Reprice or Skip) applies.
Profit protection is recalculated from each SKU's current costs and fees, so the same strategy can produce a different minimum for two SKUs, and a SKU's minimum can move when its costs change. Manual minimum and maximum prices belong to the SKU – see What is Repricer in Seller Assistant.