The Sellozo Repricer: How to Stay Competitive and Win the Buy Box

Pricing on Amazon is a moving target. Competitors change prices constantly, Amazon shifts the Buy Box winner frequently, and manual updates just can’t keep up. That’s where the Sellozo Repricer comes in—a smart, automated tool designed to help Amazon sellers stay competitive 24/7 without the daily hassle.

Here’s everything you need to know about how the Sellozo Repricer works, how to set it up, and how to use its advanced features to maximize your sales and margins.

What is the Sellozo Repricer and How Does It Work?

Sellozo’s repricing automation updates your product prices automatically to help you win and keep the Buy Box. It eliminates the need to constantly monitor and adjust your listings manually.

Here’s a quick overview of how to use the automated repricer:

Go to Product View in your Sellozo dashboard.
Set a minimum and maximum price for each product. You can do this using the sliders or entering values into the text boxes.
Choose which offer position you'd like to match or beat—like the current Buy Box winner or the lowest Prime seller.
Use the checkbox to choose whether to compete only against Prime-eligible sellers or all sellers.

Sellozo then takes it from there, continuously adjusting your price based on the competition within the parameters you’ve set.

How Often Will the Repricer Update My Price?

The Sellozo Repricer runs every 15 minutes, but it’s also triggered by price or offer updates from Amazon. This ensures your pricing stays as current and competitive as possible.

Can the Sellozo Repricer Raise My Price?

Absolutely. Unlike tools that only lower prices, Sellozo’s repricer will increase your price when the competitive landscape allows it. If your competition raises their price and you’re still priced lower, the repricer will push your price up—always staying within your min/max range—so you don’t leave money on the table.

What if the Buy Box is Held by Someone Below My Minimum Price?

This is where Sellozo’s optional Punish feature comes into play.

By default, Sellozo will never drop below your minimum price. But if you enable Punish, the system will temporarily match the competitor’s lower price (up to 60 minutes). If your competitor continues lowering their price, Sellozo follows them down—until they stop. At that point, your price will rise by 1 cent to purposely lose the Buy Box and “pin” the competitor at their low price.

It’s a strategic way to discourage races to the bottom.

What Happens When There’s No Buy Box?

Sometimes Amazon removes the Buy Box, showing the “sold by these sellers” message instead. If you're the lowest-priced offer and should have the Buy Box but don’t, Sellozo will lower your price by 1 penny at a time until you either win the Buy Box or reach your minimum price. This helps recover visibility and sales while still protecting your bottom line.

Visualize the Competition with the Current Offers and Buy Box Tracking

To help you make informed pricing decisions, the Repricer includes powerful visual tools:

Current Offers Box: Click the chart icon in the Repricer box to view a table of competitor listings. You’ll see landed prices, Prime eligibility, and Buy Box status.

Buy Box Tracking Graph: See exactly when and why you gained or lost the Buy Box. Zoom in on trends and adjust your pricing strategy accordingly.

These features give you real-time insight into your pricing battles and results—something Amazon’s Seller Central doesn’t offer with this level of clarity.

Why Choose the Sellozo Repricer?

Sellozo’s repricer combines speed, strategy, and simplicity. You get:

Full control over pricing boundaries
Flexibility to compete only against Prime sellers
Strategic features like Punish for tougher competition
Transparent visuals that show what’s working

Whether you're looking to maintain your margins or aggressively pursue the Buy Box, Sellozo gives you the tools to do it smarter—not harder.

Ready to Take the Guesswork Out of Pricing?

If you’re not already using the Sellozo Repricer, now’s the time to try it. It’s fully integrated into our suite of Amazon advertising tools and works seamlessly alongside Campaign Studio, the Optimizer, and our Financial Reports.

Want a step-by-step walkthrough? Watch our repricer demo video here.

Ready to sign up? Talk to a sales representative today!