What you need to know

What price should your product be at right now? And how would you know?

A competitor can drop their price by twenty cents at 2 a.m. By morning, the Buy Box is theirs. Following every move by hand means watching listings all day. The price you respond with is the risky part: pick it from memory, and a lost Buy Box turns into a sale that barely covers its costs.

The sellerboard Repricer changes your price automatically and keeps every change inside limits built from your real numbers:

• Pick a goal per product: maximize profit, maximize sales, or clear stock by a date you choose.

• Set a floor from your own numbers: a minimum ROI, a minimum margin, or COGS plus a percentage, plus a minimum profit per unit. The Repricer uses the cost of goods and Amazon fees sellerboard already calculates for each product.

• It reacts as soon as Amazon reports a change on your listing, such as a competitor's new price or a lost Buy Box.

• See whether it paid off. Each product shows the share of the last 24 hours it held the Buy Box, next to its margin and ROI for the last 30 days.

All Amazon marketplaces. FBA and FBM. Included in every sellerboard plan.

👉 Try it with a free sellerboard trial. Exclusive for our readers: 3 months free instead of 1, for the next 3 days only!

🗞 News

👉 Amazon keeps a profile of who it thinks your shopper is and… a woman on Threads posted about what she found on her Amazon settings listing what Amazon assumes about her based on her purchases:

• "Shops from women's departments"

• "Probably owns a Shark robot vacuum"

• "has flat buttocks" likely because she bought butt scrunch leggings.

The post went viral and passed a million views in less than a day. Want to see what Amazon thinks about your bum? On desktop go to Account > Your Shopping preferences > Manage your information. On the app: Account > Shopping preferences > About you.

Jokes aside, this is the context layer working in plain sight. Since the Rufus era, Amazon doesn't just match keywords anymore but reads order history, preferences and shopping patterns. That’s what I call “micro SEO”.

👉 Walmart bets $300M on big and bulky with an investment on an Ohio fulfillment center built for oversized, non-sortable items like TVs and furniture.

It will create 300+ jobs and complement Walmart's existing site in nearby Monroe. Amazon is moving the same way: at Accelerate 2026 it named big and bulky one of its fastest-growing merchant categories and announced regional delivery and pricing for bulky items.

👉 Walmart CEO John Furner posted a note promising Walmart won't set different prices based on who you are or the time of day, and that using its AI assistant Sparky won't lead to personalized prices.

That came days before a Reuters investigation into McDonald's AI pricing tool, which McDonald's disputes. In August, the FTC proposed an enforcement policy on personalized pricing, and Maryland has already banned the practice at grocery stores.

👉 Amazon already knows who your shopper is but… does it know who your product is for?

Amazon now reads user context like click history, order history, location, family unit and shopping preferences, and Rufus builds its picks on that history.

That's why Rufus's top recommendations often don't match the top SEO results: in one test, none of the top five organic results for a query showed up in Rufus. So structure your title, bullets and A+ around need and occasion, not just keywords, and make it obvious who the product is for. Extracted from my ebook Amazon SEO.