NeuroPrice Amazon repricer: in-depth review

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A comprehensive review of NeuroPrice, the first repricer to automate your repricing directly inside Amazon.

Are all repricers the same? (Mostly, yes)

Repricing tools have become a commodity, where its almost impossible to distinguish one from the other. Because repricers are constrained by Amazon’s “API” (how software gets data from Amazon), they are all forced to basically function the same. Here’s generally how they work:

1. You head over to the repricer tool website
2. You connect the repricer to your Amazon account
3. You set your pricing rules
4. You set a repricing schedule
5. The repricer runs on autopilot

All repricing software tools claim to have features or benefits that set them apart, but when you look closer, they all work more or less the same.

I’ve reviewed the majority of reprices out there. To set themselves apart, each one makes one of three claims:

1. They win you the Buy Box more than other repricing tool (they don’t provide evidence of this)
2. They work faster than other repricing tools (they don’t tell you they are all subject to the same Amazon API request limits)
3. They have some proprietary algorithm or “AI” technology (they never explain specifically how it works or provide credible statistics on how it will increase your profits)

But repricing is actually really simple. When you cut away all the hype, the only things you need from your Amazon repricer to do are:

• Compare your price to the competitor you tell it to, with no limits: new or used Buy Box, Merchant Fulfilled, or FBA.
• Price higher, lower, or match that competing price.
• Price by other basic attributes: Condition, SKU, fulfillment channel, etc.

That’s it. And any repricer that distracts you beyond these things is trying to charge for features that don’t matter.

Back up: What are automated repricing tools?

If you don’t currently use automated repricing software, this still impacts you because you’ll probably end up using it someday.

Most Amazon sellers doing four-figures a month and up use a repricer to automate price updates of their inventory. Repricing manually just becomes unmanageable once your inventory grows beyond a certain point.

A few facts about Amazon repricers:

Repricers automate price updates: This is their basic function. Repricing is mandatory when you’re selling anything on Amazon, and doing it manually is tedious.

They charge by the month, or % of sales: Repricers for smaller sellers tend to charge a flat monthly rate based on your inventory size. While tools for larger sellers tend to charge a percentage of your Amazon payouts.

There are 30+ repricers are on the market: There are by far more repricing tools than any other category of Amazon seller software. This makes it difficult to choose which one to use for your business. There are simply too many options to review them all. Some of the biggest and most popular repricers are Bqool, Informed, Pocket Protector Pro, Aura, RepriceIt, and Seller Snap.

How NeuroPrice reinvented repricing from the ground up

All repricers worked more or less the same for many years. Until NeuroPrice.

I wasn’t able to pin down the date of the first Amazon repricing tool, but the oldest software tools I’m familiar with have their origins in the mid-2000’s. That’s about 20 years of stagnation in the repricing tool category, where other than a few bells and whistles, nothing significant has changed. (At least nothing that translated to more profits for sellers.)

In 2023, NeuroPrice debuted, and introduced (what I believe is) the first major advancement in repricers in many years (if ever). It’s sort of like the repricer you would build if repricers didn’t exist, and you were forced to invent one from scratch, with no existing repricer to use as reference.

Here’s now NeuroPrice brings a completely different approach to repricing:

#1: NeuroPrice is a Chrome extension (maybe there will be a Firefox version out by the time you read this). It installs in your browser, vs every other tool that requires you to login to their website, or download an app onto your computer.

(If you’re not familiar, a browser extension essentially modifies any website to do certain things like embed extra data, or automate certain functions. They’ve never been used to automated repricing before, which makes NeuroPrice unique).

How does this benefit sellers? Two ways:

1. Makes it easier to use. Basically, you login once when you sign up, and you’re done. It installs with one click, so path from signing up to repricing is literally a minute or two. Other repricers tend to have a much more complex onboarding process.
2. No need to connect your Amazon account. With other repricers working inside a web application, you have to share your credentials with the repricer. This makes a lot of sellers uncomfortable, and at the very least is an annoying extra step. NeuroPrice doesn’t require you to connect your Amazon account, which is both less creepy, and much simpler.

#2: NeuroPrice works directly inside Amazon: This is where it gets cool. Instead of forcing you to a new website, where you have to learn an entirely new program, NeuroPrice does all its work inside Amazon Seller Central (on the Manage Pricing page). Presumably, this is a page you’re already very acquainted with (if you’ve ever repriced your inventory manually). This reduces the learning curve of getting started to almost nothing, lets you dive in right away, and lets you do all your repricing in a place you already know and trust.

#3: NeuroPrice has extra options for sellers who don’t trust software: Something no other repricer has addressed is that a lot of Amazon sellers simply don’t trust software with their inventory (that they worked so hard for). Especially as a small seller, it takes a lot of faith to surrender everything to a faceless software company, without knowing if its setting the prices it says it is. There are some famous horror stories about repricers running wild, including cases where they drop everything to a penny.

NeuroPrice acknowledges these trust issues, by offering two repricing modes: A full-automation mode where you let it reprice all your inventory. Or a “one page at a time” approach, where you can reprice a single page of items inside Seller Central (up to 250 items), and no changes are made until you review and hit “Save.” (More on that in a minute).

Together these add up to NeuroPrice being a total ground-up reinvention of how automated repricing works.

 

How do you know if you need a repricer?

If you’re reading this, you’re either:

1. Not repricing your inventory at all (you won’t be in business for long).
2. Repricing manually.
3. Using Amazon’s free “automated pricing” repricer (more on that in a second).
4. Using another repricing tool.

If you’re #1 or #2, how do you know when you’re ready to upgrade to repricing software? Here are a couple of guideposts to know you might be ready:

1. Inventory over roughly 100 to 300 SKUs: You can certainly reprice manually with much bigger inventories than this, but the time-cost becomes a losing proposition when you get into this range.
2. Inventories of any size: You’re ready for a repricer if manually repricing is inhibiting you from repricing at least once a day. While there is such a thing as repricing too often, repricing too little is worse.

If either of these apply, you’re probably ready to upgrade to automated repricing software.

Doesn’t Amazon have a free built-in repricer?

If you’re wondering why I’m not mentioning Amazon’s built in automated repricer, its because its not even relevant to any serious conversation about repricing tools. Among the reasons it’s not a legitimate repricer:

1. It does not allow you to set prices based on Amazon Sales Rank
2. It doesn’t allow you to set pricing rules based on product category
3. It doesn’t allow you to set pricing rules based on partial SKUs
4. Amazon’s repricer only lets you compete against the lowest priced offer (nothing else)
5. Amazon repricer doesn’t let you set rules based on item condition
6. Amazon forces you to drop prices more than any other repricer

Amazon gives their repricer away to sellers as a trap of sorts (my theory), where you surrender your repricing strategy to Amazon’s agenda. The biggest and most dangerous aspect of this is Amazon’s agenda to be the low-price for the entire internet. Which means it has an interest in forcing down the prices of any seller who uses it. Not good.

How NeuroPrice works: The five steps to starting

NeuroPrice works a lot differently than every other repricer. First I’ll explain the steps, and the complete process from signing up to having your inventory fully repriced.

Step One: Install NeuroPrice

NeuroPrice is a Chrome browser extension, so it installs with one click in your browser. As soon as you start your free trial, you get taken to a page with the install link. As long as you have Chrome installed, this step takes 10 seconds max.

Step Two: Go the the “Manage Pricing” page

Go to the Manage Pricing page inside Amazon Seller Central (not to be confused with the “Manage Inventory” page).

Step Three: Enable the correct columns

Since NeuroPrice reprices your inventory on the Manage Pricing page, it needs certain columns visible to operate. Among these are SKU, Buy Box price, Sales Rank, and a few more columns. You can enable these by clicking the “Preferences” button on the upper-right of the page (see above).

The columns that NeuroPrice requires are marked. Here’s an image:

Step Four: Set your pricing rules

This is where you tell NeuroPrice how to reprice, based on numerous criteria. You can set an unlimited number of rules, using attributes like Sales Rank, partial SKU, item condition, and more.

Then there’s also a whole range of additional options, such as always keeping your price below Amazon’s offer by a dollar amount or percentage, minimum and maximum prices, and the option to honor the min/max columns directly inside Amazon (you usually set these amounts when you list an item for sale, and allow you to factor in things like your buy cost). Plus a lot more.

Here’s what the settings look like:

Here are the repricing options available (and I probably missed some):

• Price higher, lower, or match the “source price” (the price you’re comparing your offer to)
• Price against the lowest merchant fulfilled price, 2nd lowest MF, 3rd lowest MF, lowest FBA, 2nd lowest FBA, 3rd lowest FBA, used Buy Box, or new Buy Box
• Price certain SKUs (or partial SKUs) only, or exclude certain SKUs
• Price based on fulfillment channel (Merchant Fulfilled or FBA)
• Price by Sales Rank (preset ranges, or a custom range)
• Exclude Acceptable condition
• Price against same condition or better only
• Compare new to new or used to used condition only
• Never raise price more than a set dollar amount or percentage
• Never drop price more than a set dollar amount or percentage
• Never drop price below a fixed price
• If no competing offers, price at $___
• Price below Amazon’s offer by a dollar amount or percentage
• Stay within the min/max price columns inside Amazon

This covers just about every base when it comes to repricing.

Step Five: Reprice

This is the fun part.

NeuroPrice gives you two “Reprice” buttons to reprice your inventory:

1. Button #1: Repricing a single page (up to 250 items).
2. Button #2: Repricing your entire inventory.

Whichever you choose, NeuroPrice reprices about 1 item per second, editing the price direclty on the Amazon page (you can watch the price changes happen in real time).

You may wonder why anyone would choose option #1, when you could just reprice your entire inventory. But the “single page” option is useful for any seller who wants to review any prices changes before committing to them. It’s a cool alternative to just surrendering your entire inventory to a software tool, and rely on hope that you got the settings right.

When you choose to reprice a single page, you’ll see which prices were raised and which were lowered, as well as the “before” and “after” price. If everything looks good, hit “Save All” and your new prices are locked in.

Most people will choose option #2: The “Automate” button, that lets NeuroPrice reprice their entire inventory automatically.

(My advice: When I set new pricing rules, I start by repricing a few pages individually and confirm prices are being updated the way I want. Then, I switch over to the fully automated repricing option).

NeuroPrice: Five-minute video demonstration

The 5 reasons NeuroPrice is the best Amazon repricer

This is what you came for. What are the five reasons that NeuroPrice is objectively, scientifically, conclusively better than you current repricer?

Let’s get into it…

(Spoiler: The first two are more significant than the rest combined).

#1: NeuroPrice is the first repricer to have no FBA blindspots

This is a big one.

The problem with other repricers

NeuroPrice differentiates itself from every repricer out there with this line: “The precision of manual repricing, with the automation of repricing software.”

That boast specifically refers to NeuroPrice’s ability to price against any competitor, without the limitations (or “blindspots”) of every other repricer. And the “FBA blindspot” is a big one.

Specifically, the FBA Blindspot refers to any tool that depends on Amazon’s API being limited in what data it can get from Amazon. And among the biggest of those limitations is that any FBA offer that’s not priced in the lowest 20 offers will NOT be shared with any repricer.

Since FBA offers are usually priced higher than “merchant fulfilled (MF),” and frequently outside the botton 20, this creates a weird blindspot that other repricers can’t get around.These “blindspot” offers are simply invisible to the software.

The side effect of this is certain offers (that have the lowest priced competing offer above the bottom 20) either get repriced too low, or not at all. That’s a problem. And a problem that costs you money.

 

NeuroPrice isn’t impacted by this limitation because it works completely differently than other repricers. Specifically, by working inside Amazon, it can leverage the data that already exists there, without having to depend on external sources (such as an API) to get competitor’s pricing data.

(Note: Nearly all repricing tools try to deny this blindspot exists, but it’s well known amongst developers and easy to confirm in Amazon’s API documentation.)

This makes a major difference in the level of options and precision it can offer. No FBA blindspots means FBA sellers never have to worry about their inventory getting repriced exactly they way they want.

No blindspots means no underpriced items, and no inventory unable to be repriced at all.

NeuroPrice is the only repricer without the FBA Blindspot limitation.

#2: NeuroPrice can compare your price to the 2nd and 3rd lowest offers

This is #1 in terms of the impact it will have on your profits.

The problem with other repricers

Ever notice that no other repricer gives the option to compare your price to the 2nd or 3rd lowest competitor? Kind of weird, right?

This virtually guarantees your repricer trends your prices in a downward direction. But this should not be the function of a repricer. A repricer should be looking out for your maximum profits, which means raising your prices as well as lowering them.

And while other Amazon repricers on the market do offer the ability to raises prices, these features are almost worthless because its impossible to know how much higher to price if you can’t see your 2nd and 3rd (and beyond) lowest priced competitors.

Example: You’re selling a book and the lowest priced offer dropped to $20. You want to price above your lowest priced competitor to be 2nd in line (to get the most amount of profits you can for that item, vs chasing the lowest price downwards). This should be a common pricing move for any Amazon seller.

But how can you price above if you don’t know the price of your 2nd lowest competing offer? Or 3rd? You can set  a rule in a repricer like RepriceIt to “price $1 above the lowest priced offer” (e.g. $21). But this is a useless command if there are 10 other competing offers between $20 and $21. Pricing $1 above now positions you 11th in line!

Bottom line: Other repricing tools who get their data the “old fashioned way” are unable to see any offer other than the lowest. This forces prices down.

How NeuroPrice solves this

Perhaps the biggest innovation NeuroPrice offers is being the first repricing that lets you price in relation to higher-priced competitors. Specifically, the 2nd or 3rd lowest price (either Merchant Fulfilled or FBA – your choice).

This is a huge innovation in that it gives sellers unprecedented range and precision in the ability to raise prices.

For the first time, you can set a rule like “For any item with a Sales Rank between 1 and 10,000, price 10% below the 3rd lowest FBA offer” (for example), and NeuroPrice will do exactly that.

The possibilities for getting maximum profits for your inventory really open up with this kind of range, and NeuroPrice is the only repricer to offer it.

(If you’re sold at this point – and you should be – you can start a free trial).

#3: NeuroPrice works inside Amazon

This is an interesting twist on how repricing has worked for decades.

The problem of other repricers

A major problem I noticed after experimenting with about 2/3 of the existing repricers out there, is having to learn an entirely new interface every time. Not only do they force you to learn a whole new language (every repricer seems to have its own coded, proprietary terms to describe their features), they also force you to navigate an entirely new labyrinth of features and design. It creates quite a challenge.

How NeuroPrice solves this

Since NeuroPrice works inside Amazon Seller Central (on the “Manage Pricing” page), there should be nothing new you have to learn. You’re almost definitely familiar with this page anyway.

This lets you hit the ground running since navigation won’t require any extra work. You already know what the various columns (SKU, Sales Rank, Buy Box, etc) mean, you know how to sort your inventory, and so on. NeuroPrice works merely as a layer placed on top of the Manage Pricing page, so there’s nothing new to learn.

This reduces the friction of use and allows you to focus on what matters most: Setting the best pricing rules possible and repricing your inventory.

#4: It’s the simplest repricer

Can simplicity translate to profits? NeuroPrice makes a convincing case.

The problem of other repricers

As mentioned earlier, there’s so many repricing tools that it’s incredibly challenging for repricing companies to find ways to stand out. This results in some pretty desperate acts to get attention, many of which introduce needless complexity, and come at the expense of the sellers using them.

The trap most of them seem to fall into is increasing the complexity of their tools to create a false sense of “individuality.” This takes a few forms:

1. Advertising strange “features” that don’t seem to do anything (and if you ask, they won’t tell you what these features actually do).
2. Adding strange features that actually do something, but aren’t useful to 99% of sellers.
3. Giving features confusing names to appear “different” than their competitors.
4. Forcing you to jump between multiple pages to set up your rules and reprice.

This often results in an unnecessary amount of confusion to accomplish the basic task of repricing.

As I mentioned previously, I’ve tried out about 2/3 of the repricers available, and even as someone who has been selling on Amazon for a long time and should understand these things, I was hopelessly confused by the majority of them.

How NeuroPrice solves this

NeuroPrice definitely has a “simplicity-first” approach. Here’s a few benefits of NeuroPrice in this regard:

1. All features in plain-english
2. Total clarity about what each feature does and how it works (no tutorials required)
3. All settings and pricing rules in one place

If you want it, there’s a library of tutorials and pricing strategy training. But you won’t even need them.

 

#5: It’s low-priced (but not the lowest)

On of the positive consequences of the market being saturated with 30+ repricing tools is that the competition has brought prices down. For as much of an impact a good repricer can have on your profits, costing only $20 or $30 or $40 a month is a pretty amazing deal.

NeuroPrice is on the lower-end in terms of price, without being the cheapest. Here’s a recently-updating pricing chart for comparison:

You can see from this chart that NeuroPrice comes in as the third cheapest repricer across all inventory sizes (most repricers charge based on the number of SKUs in your inventory). Why is this a good thing? Shouldn’t you go with what’s cheapest?

What matters with any software tool is the price relative to the money it makes you. Paying an extra $100 a month isn’t the same as losing $100 if it makes you $500.

So anytime you’re considering any tool more expensive than another tool, the question to ask is: Is it clear how this extra expense will pay for itself (hopefully many times over)?

With NeuroPrice, the answer is a clear “yes.” There are clear and direct ways that the benefits of NeuroPrice will translate to more sales at higher prices. Specifically, #1 and #2 on this list, outlined above:

1. No FBA blindspots
2. Ability to compare to 2nd & 3rd lowest offers

These directly translate into profits in the following ways:

1. Items with competing offers in the blindspot that were previously priced too low, can now be repriced accurately (higher sales price).
2. Items with competing offers in the blindspot that were previously not priced at all, can now be repriced (more sales).
3. Greater ability to raise prices (higher sales prices)

The impact of each of these on your profits is direct and (to an extent) measurable.

Exactly how to know if the (small) extra cost is worth it

So let’s say you’re deciding between RepriceIt, RepriceIQ (formerly NuPrice), and NeuroPrice (the three cheapest repricers). And let’s say you have 1,500 units in your inventory. Here’s how the prices would break down:

RepriceIQ: $15/month

RepriceIt: $17/month

NeuroPrice: $27/month

All other things being equal, you would choose RepriceIQ and save $12 a month over NeuroPrice (and $2 a month over RepriceIt).

But all things are not equal, and there’s something additional math to consider.

Specifically: Will the added precision (no blindspots, broader ability to raise prices) translate to more than $12 a month in profits? The answer should be an obvious “yes,” but let’s do some conservative math to confirm.

At 1,500 SKUs, let’s assume you’re selling 15 items a day (1%). Now let’s assume that NeuroPrice will give the following “lift” to your profits and sales:

• 1 of 5 items gets an average $1 lift in price (due to NeuroPrice being able to see the 2nd and 3rd lowest competing offers). This is a pretty absurdly low estimate, but I’m keeping these numbers super conservative.
• One item a week that has a competing offer in the FBA blindspot, gets repriced correctly, resulting in a $2 lift in sales price. Also super conservative.
• One item a week that otherwise wasn’t getting a sale due to a competing offer in the FBA blindspot, converts to a sale. Let’s assume your average profit per book is $5 (hopefully it’s higher than this in real life).

Using these ridiculously low estimates, that brings the extra revenue that can directly be attributed to NeuroPrice to $118 every month.

Suddenly that $12 “savings” from RepriceIt or RepriceIQ starts to look really expensive.

Bottom line: NeuroPrice isn’t the cheapest if you measure the upfront cost. But it’s close. And when you measure the backend revenue boost, it costs more to not use it.

Bonus: You can review price changes before saving (if you want)

I’m not including this in the Top 5 reasons NeuroPrice is the best, even though I personally think this should be #3. Reason is, I think the majority of sellers will never want to take their repricing slowly and review each price before committing. But NeuroPrice provides that option.

As mentioned, NeuroPrice has a “Reprice The Page” option to reprice only a single page at a time. Using this option, for each page you get a full report of the following:

1. Number of items repriced.
2. Number of prices lowered
3. Number of prices raised

Next to each item, you can see the previous price, and compare to the updated price.

What’s cool about this feature is that you can review all of this before the price changes are submitted to Amazon. If everything looks good, you can hit the “Save All” button, and your new prices are live on Amazon.

And there’s even more options for sellers who want to apply more of a manual touch to their repricing:

• 12-month pricing history charts
• 12-month sales history charts
• Price popup showing lowest 5 merchant fulfilled & FBA offers, divided by Used and New condition

That covers all the data you should need to make a manual pricing decision (or confirm the edits NeuroPrice has made) before committing.

This is sort of an advanced option that NeuroPrice offers, and this option is not going to appeal to every seller. This is for sellers who have trouble surrendering total control to a repricing tool, and want to audit all it’s work before committing. This feature would also be tremendous benefitial to any seller committed to doing all their inventory manually, and want to augment the Manage Pricing page with lots of crucial data they need to set accurate prices.

I expect 98% of NeuroPrice users will use the Automation option and skip this. But if you’ve held back from using a repricer because of trust issues, NeuroPrice offers this extremely useful alternative – just for you.

Recap: Top reasons to choose NeuroPrice

1. No FBA blindspots
2. Ability to raise prices more than any other repricer
3. Simplest repricer
4. Works inside Amazon
5. Lowest price for the value
6. Bonus: Ability to review prices before committing

The right repricer can change your Amazon business. Choose wisely.

-Peter Valley

PS: See a demo and start a free trial.

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