What Is a Repricer on Amazon & Why Sellers Need One Right Away

If you’re selling on Amazon and want to increase your sales, this post is for you.

In this article, I’m going to walk you through:

• What a repricer is
• How repricing works on Amazon
• Why most Amazon sellers eventually need one
• When it makes sense to start using a repricer
• Why I love using Bqool for my repricing
• And how I personally use BQool to reprice my Amazon listings

I’ll also share the repricer I’ve used for over 5 years, BQool which has helped me generate $3M+ in Amazon sales across more than 30,000 products.

Matter fact, just last year I sold over $730,000 with the help of Bqool.

If you don’t know me, my name is Steve.

I’ve been selling on Amazon for over 10 years, primarily flipping products from eBay to Amazon and sourcing from thrift stores.

I’m not a private label seller.

I sell used and new items where pricing correctly and turning inventory is everything.

What Is a Repricer on Amazon?

A repricer is software that automatically changes your Amazon prices for you.

Instead of manually checking your listings and adjusting prices yourself, a repricer:

• Watches your competitors
• Monitors price changes throughout the day
• Raises or lowers your price based on rules or strategies you set

Amazon listings are shared.

One product listing can have many sellers competing on the same page.

Prices change constantly as sellers come and go, go out of stock, or adjust pricing.

A repricer allows you to stay competitive without babysitting your listings all day.

Beginner note:

You don’t need to understand every technical detail right now.

The main idea is simple: repricers save time and help your listings stay competitive automatically.

BQool is the repricer I personally use.

It adjusts my prices automatically so my offers stay competitive and remain in the Buy Box rotation, without constant manual work.

Why Amazon Sellers Need a Repricer

Reason #1: Amazon Is a Buy Box Platform

Roughly 80–85% of Amazon sales happen through the Buy Box.

You don’t always need to be the lowest price to win the Buy Box, but you do need to be competitively priced.

If your price is too high:

• Amazon stops showing your offer
• You lose visibility
• Sales slow down

Repricing helps keep your offer in the Buy Box rotation so your listings actually get seen.

Reason #2: Manual Repricing Breaks as You Scale

Manual repricing works when you’re small.

If you have:

• 30 listings
• Maybe 50 listings
• And you’re extremely disciplined

You might keep up.

But once you hit a few hundred listings:

• You lose track of competitive prices
• You don’t react fast enough to market changes
• Inventory starts sitting longer than it should
  

This is where many sellers quietly stall out.

Beginner note:

This isn’t a skill issue.

It’s a scale issue.

Manual repricing just doesn’t scale well.

Reason #3: Your Time Is Too Valuable

I see this all the time.

Sellers spend hours every week:

• Clicking into listings
• Checking competitors
• Adjusting prices manually

I always ask one question:

Is your time worth more than $10 an hour?

Repricing is repetitive, low-value work. It should be automated so you can focus on:

• Sourcing more inventory
• Finding better flips
• Scaling your business

Reason #4: Repricing Controls Turnover & Cash Flow

Inventory sitting = money stuck.

In a real Amazon business, faster turnover usually beats perfect pricing.

Repricing helps:

• Move inventory
• Get your money back faster
• Reinvest into better products

This improves:

• Cash flow
• IPI score
• Overall account health
  

This matters even more if you’re flipping higher-cost items like eBay → Amazon.

How I Use BQool to Reprice My Amazon Listings (High Level)

I keep this very simple. No complicated setups.

1. I Set Guardrails

First, I set a minimum price so I never sell at a loss.

Then I set a maximum price so I can capture upside when competition drops.

These two numbers protect me on both sides.

2. I Choose My Repricing Approach (A.K.A your rule)

Next, I decide how aggressive I want to be.

• More aggressive if inventory needs to move
• Less aggressive if I want to prioritize margin
  

This isn’t about racing to the bottom.

It’s about being smartly competitive.

3. I Apply the Strategy Where It Makes Sense

Once the strategy is set:

• I apply it to the listings that make sense for that pricing approach
• Some listings use the same rule, others get different rules depending on price, competition, or how fast I want them to sell
• I’m not micromanaging individual price changes, I’m choosing the right rule and letting BQool handle execution
  

This keeps it:

• Flexible
• Accurate to real-world selling
• Easy to understand for newer sellers

4. I Let BQool Handle Execution

BQool automatically:

• Adjusts prices within my min and max
• Responds to market changes throughout the day
• Keeps my listings competitive
  

This is the real value: consistent execution without manual work.

The Biggest Fear Sellers Have About Repricers

Most sellers avoid repricers because they’re scared.

Common fears:

• “It’ll tank my prices”
• “It’ll mess up my listings”
• “I’ll lose money”

The reality:

Repricers don’t tank listings. Bad setups do.

Minimum and maximum prices are your guardrails.

Take your time, set them correctly, and repricers are very safe.

Who Needs a Repricer Right Away?

You should strongly consider a repricer if:

• You have 50–300+ listings
• You’re not repricing consistently
• Inventory is sitting longer than it should
• You want to scale beyond a hobby
  

If you’re selling casually for fun, that’s different.

But if you want to grow, repricing is not optional.

Final Thoughts & My BQool Recommendation

Repricing is one of the first real systems Amazon sellers should put in place.

It:

• Saves time
• Improves cash flow
• Helps inventory turn
• Makes scaling possible
  

Repricing has been a big part of my success.

I’ve been using BQool for over 5 years, I’m currently on the $100/month plan, and it fits perfectly with how I sell and scale.

If you’re ready to stop manually repricing, try the free trial, set your minimum and maximum prices, and let it do the heavy lifting.