The Buy Box drives over 82% of Amazon sales, but the rules changed in November 2025. Amazon’s new algorithm now weighs delivery speed at 25–30%, dropping price weight to 20–25%. That means the cheapest price no longer wins automatically. Repricing in 2026 requires intelligence: knowing when to compete on price, when to hold margins, and how delivery speed factors into your Buy Box rotation. Our repricer handles all of this across Amazon and Walmart from one dashboard.
Trusted by Multi-Channel Sellers
The 2026 Buy Box Algorithm: What Changed
In November 2025, Amazon fundamentally restructured how the Buy Box rotates. For years it was simple: lowest price wins. The new algorithm is more balanced — and much more favorable to FBM sellers with fast shipping.
Delivery Speed
Sellers shipping within 1–2 days now compete head-to-head with FBA. If your delivery is as fast as FBA, the algorithm rotates you into the Buy Box — even if you're slightly higher priced.
Price (down from 50%)
Price still matters, but it's no longer the deciding factor. You don't need to match the lowest price to win rotations. Being within a “fairness threshold” (typically 5–15% above lowest) keeps you competitive.
Seller Metrics & Performance
Feedback rating, defect rate, late shipment rate, and return rate now heavily influence rotation. A seller with 4.8+ stars and clean metrics wins rotations over cheaper competitors.
The “Fairness Threshold”
Amazon penalizes extreme undercutting. If the lowest offer is $20 and you're at $35, the algorithm may skip you. But at $20.50–$22.50, you stay competitive. Pure price-matching repricing is dead.
What this means for repricing: Your repricer must be smart. It needs to factor in your fulfillment method, delivery speed, seller metrics, and market conditions. Blindly matching the lowest price guarantees margin erosion. Our repricer optimizes for the post-November 2025 algorithm — helping you win Buy Box rotations without sacrificing profit.
Why Repricing Matters
Manual repricing breaks down fast. Here's what automated, intelligent repricing solves for real sellers.
Wholesale Seller with 2,000 SKUs
Manual repricing is physically impossible at scale. You can't check 2,000 SKUs daily, let alone hourly. Our repricer automates this. Every SKU reprices based on competitors and your profit floor — continuously, to maintain competitive Buy Box positioning.
RA Seller with 300 Competitive SKUs
In electronics, toys, and home goods, prices change hundreds of times per day. Your SKUs can drop from Buy Box winner to 5th place in 2 hours if you're not repricing. Our repricer runs 24/7, keeping you in rotation around the clock.
Multi-Channel Seller (Amazon + Walmart)
Walmart's algorithm explicitly checks Amazon prices. If you're $2.99 on Amazon and $4.99 on Walmart, Walmart penalizes your visibility. Our repricer reprices each channel independently with its own rules and fees, protecting margins across platforms.
How Our Repricing Works
We've redesigned repricing for the 2026 Buy Box algorithm. Instead of blindly matching the lowest price, our repricer is intelligent about when to compete and when to hold.
Selective Competition
Choose which types of competitors to target. Focus on the sellers you can actually compete with. This keeps repricing focused on winnable Buy Box rotations instead of chasing unwinnable situations.
Explore Repricing
Get Started in 60 Seconds
Connect your Amazon or Walmart account via OAuth (one click)
Set your minimum profit margin and upload your SKU list
Choose a strategy template or customize by category
Enable repricing and watch your Buy Box performance improve
Most sellers see results within 24 hours. No complex rules, no spreadsheets, no waiting.
Repricing Features
Everything you need to reprice intelligently across every channel.
Competitor Monitoring
Track competitors across multiple marketplaces. Selective competition lets you ignore non-viable sellers and focus on winnable Buy Box rotations.
Intelligent Price Optimization
Smart repricing rules optimized for the 2026 Buy Box algorithm. Factors in your fulfillment method, delivery speed, seller metrics, and profit margins.
Profit Floor Protection
Set minimum margins per SKU. We never reprice below your floor, protecting profitability even during price wars.
Multi-Channel Repricing
Reprice Amazon, Walmart, and Mirakl from one dashboard. Coordinated pricing across all channels prevents arbitrage and algorithm penalties.
Buy Box Intelligence
See current Buy Box status and win/loss reasons. Understand which competitors own rotation and when you enter/exit.
Selective Competition
Choose which sellers to compete against. Exclude Amazon, filter by rating, or ignore regional sellers. Focus on winnable rotations.
Fee-Aware Calculations
Updated with January 2026 FBA fee changes. Every repricing decision factors in your actual profit, not just price.
Historical Analytics
Coming soon: Track repricing impact over weeks and months. See which strategies maximize profit per SKU and optimize going forward.
Why Ecom Circles Repricing
Repricing that's part of the platform you already run — not another standalone subscription.
All-In-One Platform
Unlike standalone repricing tools, our repricer is part of Ecom Circles' complete seller platform. Scan products, run repricing, manage inventory, and optimize PPC — all from one dashboard. Your data flows, not your workflow.
Multi-Channel Built In
Amazon and Walmart repricing in one place. No separate subscriptions, no switching between tools. Reprice independently on each channel with fees calculated automatically.
Constantly Improving
Our repricer is built for the 2026 Buy Box algorithm. We're actively building 3 additional strategies (Competitive, Profit Target, Velocity) and Mirakl repricing support.
Honest Framing
We don't promise unrealistic results or hide limitations. Our repricer uses straightforward rules-based pricing optimized for the new algorithm. You get solid repricing as part of the platform you're already using.
Transparent Pricing
No separate repricing subscription required. All plans include repricing: Starter (500 SKUs), Growth (2,500 SKUs), Scale (10,000 SKUs), Enterprise (25,000+ SKUs). Pay one price for the entire platform.
Repricing in Your Workflow
Repricing works best when coordinated with inventory management. Coordinate with inventory to adjust repricing rules based on stock levels. After establishing your business, reprice after launch to stay competitive from day one. Use repricing as part of comprehensive repricing in management to maintain consistent Buy Box presence across your portfolio.
For Walmart sellers, our dedicated Walmart repricer is built around the Walmart Buy Box algorithm specifically, and is also available as part of Walmart repricing included in our management services for centralized control across both marketplaces. Selling on Mirakl-powered marketplaces? See Mirakl repricing.
Loved by eCommerce Sellers Worldwide
See how real sellers grow faster and stay competitive with Ecom Circles repricing.
I needed a repricer that covered my different selling methods. Using the Ecom Circles Repricer made us significantly more competitive on both Walmart and Amazon.
There's no way we could have brought in almost $45k in profit over Black Friday / Cyber Monday weekend without it.
It's the best software I've used. It makes it easy to scale while making sure nothing falls through the cracks.
Common Questions