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This article applies to selling in: United States

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 your prices are competitive with prices offered elsewhere by selecting the option to compare with prices that are off of Amazon. You can combine this option with a range of prices that you select. Selecting this feature does not guarantee that you will win the Featured Offer, but it is a great way to consistently offer compelling value to customers who shop in a variety of places. Whether you adopt this or any other pricing rule is optional and you can turn it off at any time for any ASIN you choose.

Note: Offers priced above the external competitor price may not be eligible to be featured in the Offer Display. The Competitive External Price rule and the “compare with prices off of Amazon” option provide an automated tool to help preserve Featured Offer eligibility.
Table 1. Example 1: Match Featured Offer with "compare with prices off of Amazon" option selected
No. Scenario Seller price before Featured offer price Competitive price Seller price after
1 Featured Offer 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 Featured Offer price was lower, but moves higher than external offer $18.00 $19.00 $18.00 $18.00
Table 2. Example 2: Match Featured Offer without "compare with prices off of Amazon" option selected
No. Scenario Seller price before Featured offer price Competitive price Seller price after
1 Featured Offer 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 Featured Offer price $18.00 $17.00 $18.00 $17.00
4 Featured Offer 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 Featured Offer with "compare with prices off of Amazon" option selected
No. Scenario Seller price before Featured offer price Competitive price Seller price after
1 Featured Offer 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 Featured Offer price $18.00 $17.00 $18.00 $17.10
4 Featured Offer price was lower, but moves higher than external price $18.00 $19.00 $18.00 $18.00
Table 4. Example 4: Match External Competitor Price
No. Scenario Seller Price Before Featured Offer price Competitive Price Seller Price After
1 Featured Offer 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 Featured Offer price $18.00 $17.00 $18.00 $18.00
4 Featured Offer price was lower, but moves higher than external price $18.00 $19.00 $18.00 $18.00
Table 5. Example 5: Cap price at External Competitor Price
No. Scenario Seller Price Before Featured Offer price Competitive Price Seller Price After
1 Featured Offer 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 Featured Offer price $18.00 $17.00 $18.00 $18.00
4 Featured Offer 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. 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:

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