Aura Repricer Review – Is This The Best Amazon Repricer Tool?

By Christopher Grant

Updated July 17, 2023

If you're looking to give your Amazon business a boost in 2023, one of the best things you can do is implement a repricing tool as part of your software stack.

Maybe you’re getting bogged down in daily listing repricing or you’ve got a bunch of old stock you really need to move so you can free up some spare cash. Either way, a repricing tool like Aura Repricer is a must-have for any Amazon seller that wants to scale.

In this Aura Repricer review, we'll take a look at some of the key features that make this tool so popular among Amazon sellers. 

And rather than just tell you how great it is in this review, I’m going to outline the following so you can make up your own mind: 

  • Why you need a repricing tool
  • How Aura Repricer works and how much it costs
  • What features make Aura a great tool
  • Areas where Aura Repricer can improve

So let's start with a little introduction into repricing tools so you know why they are crucial for your Amazon business.

What is an Amazon Repricer?

If you already know what a repricer is or you’re here specifically to learn more about Aura Repricer then feel free to skip this section but if not, let’s quickly cover what exactly an Amazon repricing tool is.

An Amazon repricer tool is a piece of software that helps online sellers automatically adjust their listing prices to stay competitive on the world’s largest marketplace. 

Amazon’s ever-changing algorithms and customer buying habits can make it difficult to keep up with the latest pricing trends, so doing this task manually can be super time-consuming and very tedious.

Repricers use data from Amazon and other sources to help sellers price their products accurately and in real-time. 

How A Repricing Tool Works

By using a repricer, sellers can increase their sales, improve their margins, and win the Buy Box more often (which is all we want in life, right?)

Why Do I Need an Amazon Repricer?

There’s a few key reasons why having a repricing tool in your arsenal is crucial to the success of your Amazon business in 2023, so let’s cover them briefly before we dive into Aura Repricer.

Time Saving

The first reason, and probably a super important one for most business owners, is the time saving factor. By not having to manually monitor and reprice your listings every day you’re saving so much time that can be better spent on other areas of your business.

Unlock Capital

If you’ve been an FBA seller for any amount of time you may have been stuck with stale stock that is literally a big pile of cash that you can’t access. By using a repricing tool and a suitable repricing strategy, you may be able to offload stale stock and unlock that capital.

Win the Buy-Box

When we talk about reducing prices, we’re not simply talking about gutting your prices and taking a loss. No one wants to be part of the race to the bottom, but there’s some clever pricing strategies that can help you boost your sales volume and significantly increase your chances of winning the buy-box.

It’s reported that up to 90% of sales on Amazon occur in the buy-box, so using an Amazon repricing tool should be an essential part of your Amazon business.  

Repricer Challenge

If you want to know more about Amazon Repricers you should jump into my free Repricing Challenge. Yep, totally free and packed with info! 

What is Aura Repricer?

Aura Repricer Dashboard

Aura repricer is a cloud-based Amazon repricing software that helps online sellers optimize their prices in real-time. The tool uses artificial intelligence to scan the market and automatically adjust your prices based on competitor activity, product demand, and other factors. 

Aura Repricer also offers a number of other features to help you manage your pricing strategy, including automatic price rules, automated workflows, and more.

One of the key benefits of using Aura Repricer is that it can help you save time on price management, which I have already touched on earlier in this article. 

With Aura Repricer, you can set up automatic price rules that will update your prices according to preset criteria. This means that you don't have to manually check prices or make changes yourself - Aura Repricer will do it for you.

Aura Repricer is also a great option if you're looking for comprehensive price history tracking. The tool can track your prices over time and provide detailed reports on price changes, competitor prices, and more. This information can be valuable in helping you understand market trends and make informed pricing decisions.

What Are The Features of Aura Repricer That Make it Great?

As I mentioned above, Aura Repricer offers a number of really cool features that are helpful for Amazon sellers. Some of these include:

Pre-Made & Custom Price Strategies

Aura Repricer Pricing Strategies

With Aura Repricer, you can set up repricing strategies that will update your prices according to your preset criteria. You can also choose from various pre-configured strategies to help get you started.

The three pre-configured pricing strategies include:

  • Buy Box Targeting (most powerful in my opnion)
  • Featured Merchants Competition
  • Lowest Price Competition

Automated Workflows

If you’ve read any articles written by the creators of Aura, or if you’ve been through my free Repricer Challenge, you’ll realize that the main focus and driver behind the software is automation and innovation. 

They know that it’s almost impossible to scale an Amazon business if you’re still putting in heavy hours of manual labor.

Aura’s Workflow feature is a prime example of innovation that you just don’t see in other competing repricing tools. 

A lot of users were asking Aura to provide them with the ability to set their listings to their maximum defined price overnight. Instead of implementing just this feature, Aura went one step further and introduced Workflows.

Aura Repricer Workflows

Workflows allow users to set up automated rules with both triggers and actions. You can either choose to start a workflow with a time of day trigger, or new listing trigger. When one of those triggers occurs, your workflow automation kicks in and takes whatever actions you have defined.

Instant, Real-time Repricing

There’s no shortage of repricing tools on the market, but what you’ll soon notice is that they’re not all built the same. 

Aura repricer operates in real time and has instant repricing, unlike some other tools that only reprice your listings every 5, 10 or 15 minutes.

Clean, Responsive Dashboard

I love the look and feel of the dashboard and the fact that it’s responsive means I can quickly check it when I'm on-the-go. Obviously it’s easier to use on a desktop but having the ability to check on my phone certainly helps.

Free 14-Day Trial

Aura Repricer offers a free 14-day trial, so you can try the tool before committing to a paid subscription. You don’t even need to give them your credit card details.  If you use code CTS when you create your Aura account you can also save 15% off your subscription for the first 90 days.

If you’re part of my free Repricing Challenge you actually get a 14-day trial PLUS your first month free. Join the Repricer Challenge (it’s free!) to get the full details!


Aura Repricer Integrations

At the time of writing, Aura Repricer integrates with both Inventory Source and Inventory Lab. They are also working on more integrations and users have the ability to suggest integrations.

Great Customer Support

By all accounts, the support provided by Aura is unmatched. Customers are generally very happy with the support provided by the team at Aura.

Aura also has an easily accessible support chat inside the software and a knowledge base with over 50 help articles on various topics and FAQs. 

Aura Repricer Pros and Cons

Like any tool, Aura Repricer has its own set of advantages and disadvantages. We’ve covered most of the features of the tool already but here’s a quick overview of what we think is great, and what’s not so great. 

  • 14-Day Free Trial With No Credit Card
  • Workflows
  • Transparent Pricing
  • Clean, Fast & Responsive Dashboard
  • Great Support & Help Docs
  • $97/month - Might be out of reach for some
  • Some AI Features Still Yet to Launch
  • Only Amazon US, Canada & Mexico Marketplaces Currently

Aura Repricer Customer Reviews

It's always useful to see what other people are saying about a piece of software before investing in it. Even though they offer a 14-day free trial, plus a month free if you join my repricer challenge, I thought I'd drop some of the reviews from around the web here for you to see.

Aura Customer Review
Aura Customer Review
Aura Repricer Review
Aura Customer Review

The Final Verdict - Is Aura Repricer the Best Repricing Tool?

The answer to this question depends on your needs as a seller. Personally I think Aura Repricer is the absolute best on the market, but I know that not everyone is in the same stage with their Amazon business.

The price tag of $77 or $97 per month might be too much for someone just starting out, but be warned! The cheaper options will soon get very expensive as your business grows and they will also lack features.

I love the fact that Aura includes everything in it's simple pricing structure and I don't need to worry about getting bumped up to higher pricing tiers as I load up more listings.

My best advice to you is to join the Repricer Challenge so you can learn more about using a repricer. First of all, its free, and secondly I've managed to score a deal for members where they get a 14-day free trial of Aura Repricer PLUS their first month free.

It's a zero-risk, no brainer if you ask me. 🙂

Repricer Challenge

6 lessons, 2 hours of content.


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