The Amazon marketplace rewards sellers who know how to price with precision. If your price is too high, you risk losing the Buy Box. If it’s too low, your profits disappear. The goal is not to be the cheapest. The goal is to be the most strategic.
These seven pricing strategies are built for sellers who want real results. Each one is practical, backed by real examples, and focused on protecting your bottom line.
1. Get Notified When You Lose the Buy Box
You don’t need to track every competitor to stay competitive. What you do need is to know the moment you lose the Buy Box.
Seller Labs offers a notification that alerts you as soon as you lose it. This gives you the chance to take quick action. Maybe your price needs adjusting, your inventory dropped too low, or a competitor changed their offer.
Pro Tip:
If you’re using FBA and still losing the Buy Box, try a slight price adjustment or improve your seller metrics before making major changes.
2. Use AI Repricing With Guardrails
Repricing software’s can help you stay competitive, but only if you use it with control. Dropping prices without limits can destroy your margins.
Look for tools that allow:
- Minimum and maximum price settings
- Custom rules based on stock levels or performance
- Triggers based on changes in the market
Example: One seller kept winning the Buy Box at a price three dollars higher than their competitor, simply by setting a floor price and letting the system optimize around it.
3. Bundle Smart to Escape the Price War
Bundling gives you a way to stand out and break away from direct competition. By creating a unique ASIN, you’re no longer fighting over the same product listing.
Example: Instead of listing a yoga mat for twelve dollars, offer a yoga starter kit that includes a mat, strap, and carrying case for twenty-nine dollars. You’ve just changed the value perception and sidestepped comparison.
Pro Tip:
Use Amazon Virtual Bundles to combine FBA SKUs without creating new inventory.
4. Price Like a Premium Brand (If You Can Back It Up)
Some customers are not looking for the cheapest option. They want to feel confident in the product and the brand. If your product delivers a quality experience, you can charge more.
Ways to support a higher price:
- Strong branding, packaging, and visuals
- Enhanced A+ Content and clear value messaging
- Positive reviews and high ratings
- Satisfaction guarantees or extended warranties
Remember: Many buyers associate a higher price with better quality, especially when the listing supports that perception.
5. Use Coupons and Deals to Nudge Conversion
Coupons can increase your conversion rate without changing your main price. They create the perception of added value, which can drive more conversions.
Use cases:
- Launch a new product with a coupon and a Lightning Deal
- Move slow inventory with short-term discounts
- Add urgency by setting coupons to expire within a week
Pro Tip:
Even a five percent coupon can outperform a five percent price drop, thanks to the green badge and perceived savings.
Read our full breakdown on Amazon’s 2025 coupon fee changes to see how it affects your budget and what adjustments you may want to make.
6. Know Your True Profit per SKU
You can’t price effectively if you don’t know your real margins. Amazon fees, FBA costs, returns, and ad spend can quickly eat away at your profit.
Seller Labs’ SKU Economics tool helps you understand:
- Which products are actually profitable
- Which top sellers are underpriced
- Where you can safely raise prices or cut spend
Insight: Some sellers discover that their lowest-volume product delivers the highest return. That kind of data can transform how you price and promote your catalog.
7. Optimize Ad Spend with Dayparting
Sometimes your competitor isn’t beating you on price. They’re just running smarter ads. Dayparting allows you to see when your ads perform best, so you can stop wasting money during low-performing hours.
Try this:
- Pause ads overnight if conversions drop
- Increase bids during lunch, evenings, or peak shopping hours
- Monitor and reinvest in your top-performing time blocks
For a deeper look at this tactic, read our full guide:
How Amazon Dayparting Can Skyrocket Your Ad Profits in 2025
Be Strategic, Not Reactive
The Amazon sellers who win are not the ones with the lowest prices. They are the ones who understand their margins, track performance closely, and make intentional pricing decisions based on data.
Stay proactive with alerts. Use repricing tools with control. Bundle to shift the value equation. Price with confidence, and always keep your profit at the center of your strategy.
Smart pricing is not just a tactic. It is a long-term strategy for sustainable growth.
Ready to turn your pricing strategy into a profit engine?
Seller Labs gives you the tools to stay competitive, protect your margins, and grow with confidence.
