Sell on Amazon Sign in
This article applies to selling in: Netherlands

External prices

Automate Pricing allows you to apply your pricing action to competitive prices for the same product advertised elsewhere. You can do this through Competitive pricing rules.

Customers have numerous buying choices apart from Amazon. You can ensure that your prices are competitive with prices offered elsewhere by assigning SKUs to the Competitive External Price rule or by selecting the option to compare with prices off of Amazon. Selecting this feature does not guarantee that you will be featured in the Buy Box but it is a great way to consistently offer compelling value to customers who shop in a variety of places. Adopting this or any other pricing rule is optional and you can turn it off at any time for any ASIN that you choose.

Note: Offers priced above the external competitor price may not be eligible to be featured in the Buy Box. The Competitive External Price rule and the “compare with prices off of Amazon” option provide an automated tool to help preserve Buy Box eligibility.
Table 1. Example 1: Match Buy Box with “compare with prices off of Amazon” option selected
No. Scenario Seller price before Buy Box price External offer (shipping excluded) Seller price after
1 Buy Box price is lower €18.00 €17.00 €20.00 €17.00
2 External price is lower €18.00 €17.00 €16.00 €16.00
3 External price was lower, but moves up to higher than Buy Box price €18.00 €17.00 €18.00 €17.00
4 Buy Box price was lower, but moves higher than external offer €18.00 €19.00 €18.00 €18.00
Table 2. Example 2: Match Buy Box without “compare with prices off of Amazon” option selected
No. Scenario Seller price before Buy Box price External offer (shipping excluded) Seller price after
1 Buy Box price is lower €18.00 €17.00 €20.00 €17.00
2 External price is lower €18.00 €17.00 €16.00 €17.00
3 External price was lower, but moves up to higher than Buy Box price €18.00 €17.00 €18.00 €17.00
4 Buy Box price was lower, but moves higher than external price €18.00 €19.00 €18.00 €19.00
Table 3. Example 3: €0.10 Higher than Buy Box with “compare with prices off of Amazon” option selected
No. Scenario Seller price before Buy Box price External offer (shipping excluded) Seller price after
1 Buy Box price is lower €18.00 €17.00 €20.00 €17.10
2 External price is lower €18.00 €17.00 €16.00 €16.00
3 External price was lower, but moves up to higher than Buy Box price €18.00 €17.00 €18.00 €17.10
4 Buy Box price was lower, but moves higher than external price €18.00 €19.00 €18.00 €18.00
Table 4. Table 4. Example 4: Match External Competitor Price
No. Scenario Seller Price Before Buy Box price Competitive Price Seller Price After
1 Buy Box price is lower €18.00 €17.00 €20.00 €20.00
2 External price is lower €18.00 €17.00 €16.00 €16.00
3 External price was lower, but moves up to higher than Buy Box price €18.00 €17.00 €18.00 €18.00
4 Buy Box price was lower, but moves higher than external price €18.00 €19.00 €18.00 €18.00
Table 5. Table 5. Example 5: Cap price at External Competitor Price
No. Scenario Seller Price Before Buy Box price Competitive Price Seller Price After
1 Buy Box price is lower €18.00 €17.00 €20.00 €18.00
2 External price is lower €18.00 €17.00 €16.00 €16.00
3 External price was lower, but moves up to higher than Buy Box price €18.00 €17.00 €18.00 €18.00
4 Buy Box price was lower, but moves higher than external price €18.00 €19.00 €18.00 €18.00

The majority of Amazon customers purchase the Featured Offer (Buy Box). Offers may be ineligible to be featured when they are not priced competitively compared to select retailers outside of Amazon (Competitive Price).

Automate Pricing offers two features to automatically match the Competitive Price and increase your chance of being the Featured Offer by either of the following:

Sign in to use the tool and get personalised help (desktop browser required). Sign in


Reach Hundreds of Millions of Customers

Start Selling on Amazon


© 1999-2022, Amazon.com, Inc. or its affiliates