# Pricing Your Products Pricing on Amazon is one of those things that sounds simple but takes a bit of time to get right. Set it too high and you won't sell. Set it too low and you're leaving money on the table — or worse, selling at a loss. Here's how to approach it properly. *** **Understanding the Buy Box** The vast majority of Amazon sales go through the Buy Box — the yellow Add to Basket button on a product page. To win it consistently you generally need to be at or very close to the lowest FBA price on the listing. Being slightly higher can still work if you're using FBA, your account health is strong, and stock levels from other sellers are low. But as a general rule, the closer you are to the lowest FBA price, the more Buy Box time you'll get. *** **When you first list stock** When your stock is inbound to Amazon and not yet live, set your price slightly above the current Buy Box — a couple of pounds higher is usually fine. This protects you in case the product sells before your stock is fully checked in, which can occasionally happen if another seller drops out. Once your units go live, adjust your price down to compete properly. *** **Monitoring and adjusting** Amazon is not a set and forget platform. Prices change constantly as sellers join and leave listings. At the start, check your active listings daily. That said — don't panic every time someone undercuts you by a few pence. Consider holding your price if: * Stock levels across all sellers are low * You know demand is about to spike — seasonal products, trending items * The undercut is so small it makes no meaningful difference to who wins the Buy Box Racing to the bottom helps nobody. If everyone keeps undercutting by 1p, the whole listing becomes unprofitable for every seller on it. *** **Always protect your floor price** Before you list anything, work out your absolute minimum price — the point below which you're selling at a loss. **Amazon fees + cost of goods + shipping and prep costs = your floor** Never price below this unless you're deliberately clearing old stock to free up cash. It sounds obvious but it's easy to lose track of when you're managing multiple products. *** **Using a repricer** Manually adjusting prices works fine when you have a handful of products. Once you're managing 30 to 50 active SKUs it becomes impossible to keep on top of manually. A repricer automatically adjusts your prices within rules you set. For example: * Minimum price — your floor, never go below this * Maximum price — Buy Box price plus a few pounds * The repricer moves your price dynamically within those boundaries to win sales without destroying your margin There are several repricers on the market. It's not something you need on day one — but keep it in mind for when you start scaling. *** **If your item isn't selling** Before you assume it's a pricing problem, check your **Buy Box eligibility** first. Sometimes stock isn't selling because you're not eligible for the Buy Box at all — and dropping your price won't fix that. We cover Buy Box eligibility in the next section. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://behind-the-buybox.gitbook.io/behind-the-buybox-docs/pricing-your-products.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.