The Apex Repricer automatically adjusts your Amazon prices in real time to win the Buy Box at the highest profitable price — not the lowest. It’s margin-aware from the ground up, and it checks its own work: after every change, Apex independently confirms the price buyers actually see.
Why it’s different
Most repricers only know how to undercut — they race to the bottom and erode your margin. Apex is built around four ideas:
- A true margin floor. Apex computes the lowest price that still earns your target margin from your real economics — item cost, shipping overhead, and Amazon’s current referral and FBA fees. It never prices below that floor. And if it can’t establish a floor for a SKU (say, a missing cost), it skips that SKU rather than guess.
- Climb when you’re winning. When you hold the Buy Box, Apex can raise your price toward the next competitor above you — recapturing margin against a real rival price, never a blind climb. (Opt-in, per strategy.)
- Discipline when you can’t win. If the Buy Box sits below your floor, chasing it burns margin for nothing. Apex holds its price (or rides up to your ceiling to harvest the demand that remains) instead of descending. It also never undercuts your own offer when you already hold the Box.
- Verification, not blind trust. Amazon can accept a price update and quietly decline to apply it. Most repricers stop at “accepted.” Apex reads the live offer back after every submission, flags any mismatch, retries it automatically, and continuously sweeps for live prices sitting below your floor — pushing them back up. See Price Verification & Health.
What it reacts to
Apex listens to Amazon’s live offer-change notifications, so it responds to a competitor’s move in seconds — not on a polling schedule. It sees the full picture for each listing: every competing offer, its price, FBA/Prime status, seller rating, and whether you hold the Buy Box. It also reacts to:
- Business (B2B) offer changes — business price and quantity-tier competition reprice too. See Business (B2B) Pricing.
- Your own cost changes — updating an item’s cost, weight, or a per-SKU minimum re-evaluates its price immediately.
- Fresh listings — newly listed SKUs get a first competitive price proactively, without waiting for the market to move.
What you control
- Margin guardrails — a floor margin (never below) and a ceiling margin (your max), computed from real costs. See Costs, Floors & Overrides.
- Who counts as competition — exclude Amazon, FBA/Prime-only, minimum seller rating, ignore specific sellers.
- The engine — rule-based (beat/match a target) or the Algorithmic Buy-Box engine that chases, holds, and climbs on its own. See Pricing Strategies.
- Targeted rules — always match, beat, or stay above a specific competitor; optional fire-sale rules for clearance.
- Per-SKU overrides — hand-set Min/Max, MAP, item cost, and shipping cost on any SKU.
Safe by design
Your floor is the final word on every price. A hand-set per-SKU minimum can never be waived — not even by a fire-sale rule. Price moves respect a per-strategy cooldown and an optional single-move cap. And during onboarding, Apex can run in observe mode — computing and recording every decision without changing a live price — until you’ve reviewed its behavior and tell us to go live.
Next: Setting Up Apex Repricer