Amazon Prime Day Strategy: Reprice in 5 Steps

What are the obstacles of Prime Day 2025?

For the first time in Amazon history, Prime Day will extend to a full four-day, 96-hour event running from July 8-11, twice as long as last year’s. During that window, prices changes are expected to occur roughly 2.5 million times a day, that’s about once every 10 minutes on every listing. Because up to 90% of sales occur in the Buy Box, this makes product visibility even more difficult for sellers.

A longer sale period means that sellers must hold enough stock long enough for four days, yet Amazon’s new Low-Inventory-Level Fee will be charged if stocks fall below 28 “days of supply” in the short term (30 days) and the long-term (90 days) for FBA sellers.

Profit margins are also threatened by tariffs and FBA fees, causing sellers to reconsider big discounts or even skip Prime Day altogether. During this time, competition for ad space and dynamic-bid promos would also increase, driving up advertising costs up to 100%. That means every dollar gained from sellers’ selling price has to cover pricier ad costs.

Finally, although smart repricers can help to protect profits, new or smaller sellers often struggle to set the right pricing strategy, risking a less than successful run on Prime Day.

Pricing Step #1: Win and Hold the Buy Box

What’s the Buy Box?

On every product page, Amazon shows one main “Add to Cart” button. That spot is called the Buy Box, and it captures roughly 8 out of 10 sales, even more on mobile phones.

Our Balanced Amazon Prime Day Strategy

1. Match today’s Buy Box price. 
2. Once you’ve held the Box for some time, to lift your prices by 1% every few hours and pause repricing for a chance to gain more profit.  
3. Ignore sellers who dive under your minimum and don’t join a race to the bottom.

When to price higher than the lowest offer

If demand is strong and you already own the Buy Box, raise your price a little above the lowest offer. Most shoppers will still buy from you because your listing is the one they see first.

Stay reasonable. If you go too high, Amazon may remove your offer from search results. First, use Keepa to identify the product’s historical peak selling price and treat that figure as a benchmark for your own maximum price.

Pricing Step #2: Add a Premium on Best Sellers

When you already hold the Buy Box and demand is strong:

• Let your repricer raise the price by about 3% every few hours more than the current Box Box price.
• Stop climbing when your price reaches 15% above the current Buy Box as pricing your products too high may trigger Amazon’s fair pricing policy.
• If you lose the Buy Box at any point, stop the increases until you win it back.

Good news for FBA and Seller-Fulfilled Prime offers: buyers value fast, free shipping, so you can often keep the Buy Box up to 10-15% higher than non-Prime listings. You can test these price increases first and then lower it later if necessary.

Pricing Step #3: Setting Your Min/Max Prices

Whether you are listing your first item or managing thousands, the goal is the same: protect your profit while staying visible in the Buy Box. Two numbers do that for you: 

• Minimum price (min): the lowest you will ever sell for, set so you still make something after every fee. 

• Maximum price (max): the highest you can list without Amazon hiding your offer for being “too high.” 

Once these limits live in your repricer, it keeps your price safely between them and you can focus on sourcing more inventory. 

Understanding profit and ROI

First, let us break down the idea of return on investment (ROI). ROI shows how much profit you earn compared with what you spent. 

ROI = (Selling price − All-in cost) ÷ All-in cost 

Converting ROI into a minimum price

Now that you know what ROI means, here is the simplest way to turn it into a minimum price you can use every day: 

Min price = All-in cost × (1 + target ROI) 

Example All-in cost 20 USD and a 30 percent ROI target 

20 × 1.30 = 26 USD

Choosing an ROI target that matches your experience

Different sellers need different min/max prices. In the table below, we explain the rough target for each seller level. 

Remember, there is no single right percentage. Categories, competition, and sales velocity differs, so you should adjust ROI per product as you sell and gather more data. 

Seeing the math in action

To understand how the numbers play out, look at one real-world example where the all-in cost, including every Amazon fee, is 20 USD. 

Setting a safe maximum price

After you have a minimum, you still need a ceiling that Amazon will accept. 

• Open Keepa to see the item’s recent maximum prices. 

• A common safe zone is current Buy Box price x 1.10 to 1.15, as long as that figure stays below the latest market maximum prices. 

Tools that make the job faster

Several tools can speed up these calculations and prevent errors. 

Inputting your min/max into your repricer

1. Enter your new min and max prices into your repricer.
2. Double-check they stay within the price limits you’ve set in Amazon Seller Central.

Once those figures are saved, the repricer will handle the rest, raising and lowering prices inside your set min and max prices zone so that each listing stays profitable no matter how the market changes.

Pricing Step #4: Let Your Inventory Guide Your Price

Before pricing, look at how many days of sales your current stock can cover. Amazon calls this Historical Days of Supply. It is calculated from both the last 30 days and 90 days of sales and on-hand units. Since April 2024, Amazon has added a Low-Inventory-Level Fee that applies whenever either the 30-day or 90-day Historical Days of Supply falls below 28 days for an FBA listing. Sellers who keep less than roughly four weeks of stock on the shelf now pay an extra surcharge on every outbound unit.

How to price according to inventory

Pricing Step #5: Choose Your Repricer

The right repricer should keep pace with the Amazon’s dynamic landscape and offer feature tiers that grow with you. 

BQool is built for exactly that. Whether you are a beginner finding your footing, an intermediate seller scaling up, or a high-volume pro fine-tuning every SKU, BQool’s repricer adapts to your needs and automates the hard parts of staying competitive. 

Below are some of BQool’s features that help you implement the above strategies: 

• Avoid Price Wars & Match the Buy Box:  Use our AI Match Buy Box strategies; to match the Buy-Box price and steadily increase profits once you already own it.
• Raise Prices on Best Selling Items:  Activate Price Looping to automatically nudge your price up by 1% at regular intervals and pause repricing for a set period, anywhere from 3 to 24 hours, no matter who currently owns the Buy Box.
• Set Accurate Min/Max Prices: Our built-in Profit Calculator calculates available fees provided by Amazon, helping you set accurate minimum and maximum prices. Also, use our Competitor Analysis tool to see the highest price Amazon has allowed competing sellers to list without delisting their offers, along with any suggested non-competitive pricing.
• Auto Sync Cost Data: Enable the Boxem integration to sync purchase costs straight into BQool from your Boxem account, so new inventory gets accurate cost calculations. For more synchronized costs, we also sync with Selleramp & InventoryLab.
• Win The Buy Box & then some: Configure your AI-powered strategy on our repricer and use AI Win Equalizer strategy to balance profits and sales, or use AI Win Profit Maximizer to reprice aggressively and widen your margins.
• Inventory-Smart Repricing: Turn on Historical Days of Supply conditions in our Conditional Repricer (with additional sub-settings) so prices update automatically according to your stock levels.