Historically, for Amazon sellers and online marketplace sellers, specialising in everything from TikTok and Etsy to eBay and OnBuy, repricing referred to a race to the bottom, undercutting competitors to provide the best price possible, leaving reduced margins for online traders and enterprises.
Today, in an unprecedented, ultra-competitive UK marketplace, traders are using sophisticated AI tools and complex algorithms such as Amazon’s A10 to make rules-based pricing structures a thing of the past.
Repricing is not a tool just for lowering prices and price-matching, dynamic repricing is now a machine-learning medium to improve profit optimisation strategies across your product ranges.
For Amazon sellers and marketplace traders to succeed, it’s becoming increasingly important to leverage AI tools to survive and flourish in price wars, strategically increasing your profits.
As ever, your wholesale sourcing foundation is built upon a reliable provider such as Pound Wholesale. We have recently rolled out price reductions of up to 15%, passing on savings to Amazon sellers and online marketplace traders after revolutionising our internal processes to help the push profitability.
AI Repricing Tools Optimise for Profit, Not Just Price
Though the antiquated rules-based repricing system may have helped Amazon sellers and marketplace traders remain competitive, it did lack any concept of market intelligence, data analysis and profit optimisation, and has potentially prevented enterprises from realising their potential.
Rules based systems would analyse an immediate competitor’s price and adjust accordingly, without taking key insights into account during crucial decision making, such as inventory levels, trends and demands and seller metrics.
AI repricing allows online sellers to test market price ceilings by harnessing live data to achieve the optimise price point at which a high buy box win probability can be maintained.
| AI Repricing Data Input | Profit Impact on Strategy |
| Cost of Goods Sold | Specifies the profitable minimum price |
| Seller Metrics (FBA Status, Speed of Speed & Reviews) | AI prices higher than non-FBA traders and low-rated competitors to drive profit |
| Inventory/Stock Levels | If stock is low or subject to low availability, AI can test higher prices on fast selling items to maximise unit profit |
| Demand & Spikes | AI will increase prices during optimum selling hours or due to sudden demands or viral trends |
Building a Profit Driven Repricing Strategy with Pound Wholesale
Pound Wholesale advises online marketplace sellers to always seek the lowest COGS (cost of goods sold), as it provides AI repricing tools with wider, more flexible scope to improve the range between min and maximum prices.
When marketplace traders adopt AI-supported sales strategies, a strong relationship with a reliable wholesale supplier is crucial. With a stable supply chain and inventory, especially with the ability to replenish fast-moving stock, Pound Wholesale help Amazon sellers leveraging AI to become more assertive in their respective market.
Though many sellers may liquidate their stock at the lowest prices to avoid fees, a stable supply of stock from Pound Wholesale encourages traders to hold a higher price for longer periods, ensuring stock levels are healthy.
For Amazon sellers and online traders, your wholesale purchasing decision will be a crucial factor that determines any AI success. Like the rules-based system, an Amazon seller or online trader cannot afford to not be profitable – a minimum price which is profitable must be clearly defined to attain the margin needed to grow.
By using a strategic maximum price, AI repricing tools can provide a safety net and a profit ceiling for traders, preventing pricing errors from setting silly high prices that are algorithmically supressed by Amazon.
In eventualities where all competitors are out of stock, AI repricing tools and attain maximum margin with a realistic high-end price, perfect for capitalising on low competition.
The Impact of FBA vs FBM
FBA (Fulfilled by Amazon) and FBM (Fulfilled by Merchant) are two alternative methods of fulfilment utilised by online traders. Both affecting profits and efficiency, there’s no definitive answer which is the best approach – it depends solely on the preference and the business model of Amazon sellers.
For FBA sellers using AI repricing tools, Amazon sellers can take advantage of Amazon’s Prime shipping, harnessing the inherent value of speedy, trusted shipping to consistently price higher than FBM sellers with the same products.
FBM sellers using AI repricing tools will need to be competitive on price, but can also push prices aggressively as other FBM sellers disparate, protecting healthy product margins in periods of low competition.
Transforming Inventory Management from Rules Based to Dynamic AI Repricing
Though many Amazon sellers will have experienced success using a ridged, rules-based system that relied on simple logic to adjust prices. Though a fast and reliable solution, dynamic AI repricing tools provide the market intelligence and profit optimisation that online marketplaces need to succeed in 2026 and beyond. Allowing traders to reactively undercut competitors, avoiding a ‘race to the bottom’ , allowing Amazon seller to win the buy box at the maximum possible profit, and proactively test price increases.