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Aura vs. NeuroPrice: In-depth comparison
Written by Peter Valley on March 7th 2024

How does Aura repricer compare to NeuroPrice? Comparing features, pricing, and more.

Aura vs neuroprice

In this (long) side-by-side review:

Spoiler: Declaring a winner between Aura & NeuroPrice

For this comparison, I did about six hours of reviewing each tool, comparing features and more, and writing. I'm going unusually in-depth in this article (more than is normal in software reviews). I want this to be the definitive record of how Aura compares to NeuroPrice.

Spoiler alert: After reviewing every feature, I declare NeuroPrice the better repricer (I give my very specific reason in this article). But I gave both tools a fair shot (and Aura is better in certain ways).

If you want to talk my word for it, you can sign below. If you want me to lay out all the evidence for this decision, read on...
neuroprice free trial

What is Aura's claim to fame?

Aura logo
There's over 30 Amazon repricers out there. So one thing I'm always curious about when looking at a new repricer is how they attempt to stand out? What does Aura do to make itself known?

Here's where my research led me...

One, it's founded and run by real Amazon sellers, which is unusual (and big credibility boost for them).

Two, Aura was an early incorporator of AI into their software. Today its become commonplace, but Aura was among the first. It remains their primary selling point with their tagline "The modern Amazon repricer, powered by AI."

What is NeuroPrice's claim to fame?

neuroprice logo
NeuroPrice's bragging rights are very different...

NeuroPrice has a couple taglines in its advertising, that capture what sets it apart from other repricers:

"The first Amazon repricer with no data blindspots."


"The precision of manual repricing with the automation of repricing software."

I won't spoil the ending, but these capture how NeuroPrice built its reputation: Being the first repricer that doesn't rely on Amazon's API, which allows it more options on the data it gets and greater range in how it can reprice your inventory.

Specifically, this means:

1. No FBA blindspots (more on that in a moment).
2. Ability to compare your price to the 2nd & 3rd lowest offer (MF or FBA).
3. Working inside Amazon Seller Central. All the repricing updates happen inside your Seller Central account (vs a separate web app pages like other repricers).

As far as advancements in repricing go, it's pretty incredible, and sets NeuroPrice apart from the rest.

The history of Aura

First. some basics: Aura was cofounded in 2018 by Dillon Carter and his cofounder James Yanyuk. Both Amazon sellers, they launched Aura off the success of their previous software tool called Vendrive (a wholesale sourcing tool for Amazon sellers).

Aura rose to quick prominence in among sellers primarily due to their prolific content creation, building tons of blog posts and weekly sourcing sessions online. The founders were both Amazon sellers themselves, which is a good touch for any repricer.

Today they boast over 2,000 Amazon sellers as customers.
Early 2019 image from Aura website
An image of Aura's website from 2019.

The history of NeuroPrice

Unlike most software (which is a pretty boring subject, generally), NeuroPrice actually has a real, somewhat interesting (?) "story."

So the story goes, in 2015, founder Peter Valley found a repricer who claimed they had no data blindspots (if you're not familiar, more about these blindspots in a minute...).

This was 3 years after Amazon imposed these blindspots on all repricers, scouting apps, and listing software. Valley had been repricing his book inventory by hand, waiting for a repricing tool that specifically didn't have any FBA-price blindspots.

After speaking with their developer and getting confirmation they in fact were the only repricer with no missing pricing data, Valley signed up. His sales doubled almost immediately.

Pretty soon it was "textbook season" and as sales came in, he decided to do an audit of the repricer - comparing what it should be doing with the actual price changes it was making. What he found was that a large percentage of his inventory was being underpriced specifically due to the FBA blindspot. He estimated his losses as "in the thousands."

NeuroPrice, as Peter Valley described, was part of his "revenge" against dishonest repricing companies.
repricing tool scammed founder

So, what is a "repricer"?

Before diving in, let's back up and explain some basics about Amazon repricing tools...

In the Amazon world, a "repricer" is the term used to describe software tools that automated the process of editing and updating your prices.

The idea is this: Prices fluctuate frequently on Amazon. In one day, the price of an item can change literally hundreds of times. In order to get sales, sellers have to edit their prices frequently or risk their listings getting buried by competitors.

But repricers don't just lower prices. They should be raising them too. As competitors sell out, prices can rise. The role of a repricer is also to raise prices to maximize your profits.

Fun fact: I combed the internet and found there are over 30 Amazon repricing tools available. That's an incredible number.

Don't all repricing tools do the same thing?

It can be difficult to determine what the difference is between repricers. They all claim to have some unique features that no other repricer has, but it can be very challenging to determine what these "features" actually do.

When I was testing the majority of the 30+ tools on the market, it quickly became clear that there is very little substantial difference between most repricers. Every tool tries very hard to separate themselves from the crowd by claiming one small unique feature or another, but when you clear away all the noise, they all have the same basic settings in common.

The basic formula for all repricing tools is this:

1. You tell it what price to compares yours to (e.g. "lowest FBA offer")
2. You set a repricing rule based on certain characteristics (e.g. "Best seller rank," SKU, condition, etc).
3. You tell it what inventory of yours to apply that pricing rule to.
4. The repricer automates the process.

There are variables between repricers like frequency of repricing, speed of repricing, special pricing "algorithms," or "artificial intelligence"-based repricing.

However, despite my best efforts (and many emails to many repricing tool companies), I never received a satisfying answer as to how most of these "proprietary features" converted to more revenue for my Amazon business.

How is it possible there is so much uniformity among tools? Why hasn't there been any significant innovation in this area for a decade or more?

The simplest explanation is that Amazon limits what repricing tools can do, by heavily regulating what is called their "API" (application programming interface). This is tech-speak for how Amazon (and other tools) grants access to their pricing database.

The API tells repricers (and scanning apps, etc) what they can and can't do. If a repricer decides to be API dependent (which is the easiest option, from a programming perspective), then they must play by the rules.

It's these constraints that explain why most repricers can't do everything you want them to. So as I cover the various pros and cons of NeuroPrice and Aura, keep in mind that when there's a limitation in any repricing tool, usually the API is to blame.
channelmax settings

How much will choosing the wrong repricer cost you?

Repricing is the one aspect of an Amazon selling business that, if done wrong, can be very expensive.

It's where a lot of the money is made - and lost. You can look at repricing as "where the rubber meets the road" with any Amazon business.

Look at the benefits of a good repricer (or the losses of a bad one) in terms of compounded losses. 

Here's what I mean:

Let's say you have an inventory of 1,000 items. And let's say you're using repricing software that has one missing feature, or data blindspot, that has a small impact to your profits of just $5 per day. It could be a repricer's inability to raise prices precisely, or being unable to match the lowest price in some instances (aka a "blindspot").

That small defect impacting your repricing "just a little bit" compounds to cost you $150 a month. Which is $1,800 a year. And it keeps compounding, day after day and month after month.

There is no such thing as a "small" error or "a little" imprecision when it comes to repricing.

How do repricers generally work?

Okay, now that we know what repricers are, and why repricing is important - how do they actually work? What's the process to go from signing up, to repricing your inventory?

First, every repricing tool I've looked at offers a free trial for anywhere between 7 and 30 days. So you can try out any tool without paying for anything.

Back to how they work...

Once you start your trial, the next step is to connect your Amazon account (I'm only aware of one repricing tool that doesn't require this). It's a little weird to grant access to your personal Amazon account to some anonymous software tool, but it's required (again, for most).

Next, you're usually prompted to create settings that govern how the tool reprices your inventory. I described this above, but basically involves creating a series of "if this, then that" rules for the repricer to follow.

Along with this, there is usually an option to view all your inventory within the repricer, in some kind of organized table or "user interface." All of this happens outside of Amazon, in a 'web app" (i.e. the repricer's website).

Once you set your repricing rules, generally you create a pricing schedule. This is where you tell the tool how often to reprice your inventory.

Then you activate the repricer, and it does its work silently in the background.

I'll get into how NeuroPrice and Aura each differ from this format, but more or less this is the template most repricers use. 
channelmax repricer settings

Do sellers need to use repricing software?

There's a common debate about if Amazon sellers need a paid repricer - and if so, then when?

First of all, if you can't afford it, then you can't afford it. It's absolutely possible to manually reprice your inventory (and actually, there are benefits to repricing yourself).

But repricing software is one of those "second tier" expenses, i.e. not 100% necessary, and you can run a reselling business without it; but any repricer should theoretically pay for itself very quickly, and you should upgrade as soon as you can afford to do so.

How do you know when it's time to upgrade from manual to software?

There's no definitive, objective answer for when it's time to switch to automated repricing. But here's a couple factors to consider:

Your inventory size: Repricing becomes very challenging once your SKUs exceed 100 or so. It's possible to reprice inventories much greater by hand (I've done it), but the time required is pretty massive. It requires clicking over to Amazon for every single item to review competing prices, Keepa charts, and more. It's incredibly time consuming.

Your available funds: Since any repricing tool should theoretically make you more than it costs, if you have the money - you should be investing in a repricer.

Overview of Aura's features

I'll include screenshots below, but here's a partial list of Aura's features:

*AI-based pricing strategies
*Custom rule based pricing strategies
 *Buy Box based pricing strategies
*Exclude offers and sellers from being competitive based on various attributes like feedback score, handling time, more.
*Repricing based on subcondition.
*Compare to FBA, MF, or Seller-fulfilled Prime.
*Fallback rules when there's no competing offer.
*Setting min/max pricing boundaries.
*Repricing based on ROI.
*Assigning different strategies to different groups of inventory.
*Audit price changes both before and after.
*Integrations with Inventory Lab (and more).

...and lots more. We'll cover everything in just a minute.
Aura settings #4

Overview of NeuroPrice's features

Like Aura, NeuroPrice has all the basic features you need from a repricer. But it also has a couple of additional, and pretty significant features Aura does not have.

Here's a partial list:

1. higher, lower, or match the “source price” (the price you’re comparing your offer to)
2. 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
3. Price certain SKUs (or partial SKUs) only, or exclude certain SKUs
4. Price based on fulfillment channel (Merchant Fulfilled or FBA)
5. Price by Sales Rank (preset ranges, or a custom range)
6. Exclude Acceptable condition
7. Price against same condition or better only
8. Compare new to new or used to used condition only
9. Never raise price more than a set dollar amount or percentage
10. Never drop price more than a set dollar amount or percentage
11. Never drop price below a fixed price
12. If no competing offers, price at $___
13. Price below Amazon’s offer by a dollar amount or percentage
14. Stay within the min/max price columns inside Amazon

...and a few more.

Compared to Aura, there's about 1/10th the number of options, settings, and pages. Not to get ahead of ourselves, but I think the features that Aura has that NeuroPrice does not are primarily only of value to larger sellers. More on that later...

Here are some photos (not a lot to show because all NeuroPrice's settings are on one page):

Note: NeuroPrice is a Chrome extension, so what you see are settings that overlay on top of the Amazon "Manage Pricing" page.
neuroprice settings #1
neuroprice settings #2
neuroprice settings #3
neuroprice settings #4

Sidebar: What are "repricer blindspots"?

If you don't know what I'm about to cover, and you're using most repricing tools, this might not be easy to hear. But it's important to understand this as we analyze both Aura and Neuroprice, because ultimately it's what gives one the biggest advantage over the other.

All repricing tools (except for one, as I'm about to share) have two types of pricing data that they cannot access. Aka "blindspots."

These blindspots result in inventory being priced incorrectly, or be skipped and not repriced at all. This is important, because this has a direct impact on your profits - costing you money through inventory priced too low, or inventory simply not being priced.

The two blindspots are as follows:

#1: The FBA Blindspot. This is caused by Amazon not sharing any offer that's not priced among the lowest-priced 20 offers. Theoretically items priced this high wouldn't matter for your repricing, except for one detail: FBA offers tend to be priced higher than non-FBA offers. And many of them are priced above the lowest 20. That means many FBA offers are unable to be "seen" by repricers. And if you're selling something with the lowest FBA offer in this blindspot, then your repricer won't know what to do. It's as if that competing FBA price didn't exist at all. Which means trouble.

Imagine this common scenario: a book with 20 offers priced between $7 and $12. And the lowest FBA offer is $13. Since it's not in the lowest 20, Amazon won't share it with your repricer. So your offer will probably get underpriced (not just ignored). 
repricer blindspot explanation

#2: The "Bundle Blindspot." This is caused by a weird aspect to how Amazon passes its pricing data to repricing tools. When a tool like Aura says "hey Amazon, tell us the lowest 10 offers so we can reprice this item." Amazon doesn't simply share the lowest 10 prices. It uses a secret formula to "bundle" similar offers together, and shares 10 "groups" of offers. Each "group" can represent between 1 and several actual offers.

Confused yet? It's okay, because all this means is that this "bundle blindspot" prevents repricers from being able to compare your price to anything other than the lowest price. The lowest price is the only price software tools can see with certainty.

This is why no repricer (except for one) will allow you to set a rule that says (for example) "price 10% above the 2nd lowest price" (or anything that doesn't involve the cheapest competing offer). They don't offer it not because every seller isn't clamoring for it. They don't offer it because they can't - due to this blindspot.

Keep these two blindspots in mind as this comparison continues. It should factor heavily into what repricer you choose - and which one I declare the winner at the end of this article.
repricers covering up the blindspot issue

What are the downsides of Aura?

Each tool has significant flaws and downsides. Let's cover what I would improve about Aura.

I spent a lot of time actually inside Aura, Navigating through all the settings (video below). I was specifically looking for ways it was both better and worse than NeuroPrice. So what follows are the disadvantages of Aura. (NeuroPrice also has some downsides too, and I'll get to those...)

#1: Confusing settings. I found many of Aura's settings to be poorly described, and confusing. Check out my video tour below to see me try to decipher it all in real time, but suffice to say I am put off by any repricer that doesn't explain in plain english what their settings do and how they work. Aura allows for a lot of ambiguity, which is not acceptable to me when it comes to something as sensitive as pricing.

#2: You have to connect your Amazon account. Most Amazon pricing tools require this. It's not a big deal and a minor complaint, but having to connect your Amazon account introduces a little friction to getting started. 

#3: It forces you to only price against the lowest price offer. This is caused by the "bundle blindspot" issue (described in a previous section). To be fair, all repricers except NeuroPrice have this limitation, but that doesn't make it less serious.

In simple terms, Aura doesn't let you compete with anything other than the lowest priced offer (by condition). In other words, if you wanted to tell Aura "skip the lowest priced offer and price 10 cents below the 2nd lowest," or "match the 3rd lowest competing offer" or anything outside pricing against the lowest offer - that would be impossible.

This forces prices down, and means that most of the time Aura is dropping your prices (not raising them). This is a big deal.

#4: The FBA blindspot. This is the other blindspot Aura has (see the "Blindspots" section above). If you missed it: The FBA blindspot simply means that software tools that depend on Amazon's API are unable to see certain

This is significant. The FBA blindspot was explained elsewhere in this article, but to recap: It's a restriction Amazon makes on all software that limits what FBA prices it shares. This can cause all sorts of mayhem, such as prices set too low - or not at all (because certain FBA offers are invisible to software.

NeuroPrice is able to access all FBA prices, and isn't afflicted with this blindspot. Major advantage.

#5: No option to price based on Sales Rank. Aura forces you to price all inventory the same, regardless of its demand. For example if a book has a Sales Rank of 1,000, you can't price that book differently than a book with a rank of 10 million.

Its hard to understand why so few repricers offer this as an option, since I consider it literally insane to price without this. But Aura is among the tools that simply doesn't allow it.

#6: No option to price based on product category. Yet another important repricing criteria that is missing from Aura. If you want to have separate rules for (say) DVDs and Books, that is not an option.

#7: No "AI" transparency. Aura is another repricing tool that pushes the benefits of it's "AI technology" without explaining how that AI works. Blindly surrendering trust to an AI formula our algorithm - without being informed how that formula works - should be out of the question for any seller. And I was unable to get any clarity from Aura on exactly how their AI functions.

#8: No help getting started. When I signed up for Aura, I was dumped into the tool without any onboarding or tour of any kind. They did send a "welcome" email, but generally I would prefer to have the steps to get started clearly spelled out, along with a short video explaining how to start. I didn't get that with Aura.

#9: Aura costs more. Aura's pricing starts out at $97/month. NeuroPrice starts out at $17/month. A significant difference.

That's my full list of every reason I think Aura is inferior to NeuroPrice. But what's wrong with NeuroPrice? There's a few things...

What are the downsides of NeuroPrice?

#1: It's only for smaller sellers. For reasons I'll explain in a minute, NeuroPrice is most appropriate for smaller sellers with less than 5,000 SKUs. Of the features that Aura has that NeuroPrice does not, most of them are of relevance to larger sellers only. For that reason, if you're a larger seller I would suggest choosing Aura.

#2: No repricing based on ROI:

#3: Missing full automation: This will be a dealbreaker for a lot of sellers. With Aura, you can schedule automated repricing, This means your inventory is automatically repriced multiple times throughout the day. With NeuroPrice, you have to click the "Reprice" button to reprice your entire inventory.

Personally, I think repricing anything more than twice a day is excessive, and two clicks a day is a small price to pay for the benefits of NeuroPrice. But this detail will be a dealbreaker for any sellers who need a totally hands-off approach.

How much does Aura cost?

Prepare to be confused, because Aura does not have a straightforward pricing scheme.

Aura offers three pricing tiers. Unlike most repricers, the tiers are based on your revenue - not your inventory size.

Up to $50,000/month revenue: $97/month.
Up to $250,000/month revenue: $197/month.
Up to $1 million/month revenue: $397/month.
bqool pricing table
Aura pricing table. Unclear what the $27/month plan is. It is not publicly available and requires an application process, and it only open to current Aura subscribers.

How much does NeuroPrice cost?

NeuroPrice has a slightly simpler pricing structure:

1 to 500 SKUs: $17/month
500 to 2,000 SKUs: $27/month
Unlimited SKUs: $47/month
neuroprice pricing table

So which one is cheaper? A cost comparison

Across all inventory levels, NeuroPrice is the cheaper option.

If you're reading this, you're probably a smaller seller, and would qualify for the cheapest Aura plan. So how much more will Aura cost you? 

Inventory up to 500 SKUs: Aura is $80 more expensive.
Inventory is 500 to 2,000 SKUs: Aura is $70 more expensive.
Unlimited SKUs: Aura is $50 more expensive.

How much should you pay for a repricer?

While NeuroPrice costs significantly less than Aura, it should be mentioned that "cheaper" can actually be more expensive. Keep what follows in mind as you shop for a repricing tool.

Even if Aura was more expensive, there are a couple of features of NeuroPrice that virtually guarantee it will extract more revenue from your inventory than a competitor - much more than the extra money you might pay (depending on your inventory size). In other words, it costs more to not have access to these features, which can make the "cheaper" option actually more expensive.

The two obvious features are:

1. No FBA data blindspots
2. Being able to target higher priced competitors (not just the lowest)

Since both of these result in NeuroPrice extracting more profit from a certain portion of your inventory, it literally means more cash in your pocket.

How much more? Impossible to quantify, but let's say your inventory is 1,000 units. And let's say each of these two features converts to an extra $5 per day. That's $300 extra revenue per month that you're extracting from the same inventory vs another tool. What if each one only extracts $2 per day (a pretty absurdly low number, in my opinion)? That's still $120 a month.

For that reason, the conservative math usually favors NeuroPrice, any way you run the numbers.

(You may also decide, since other tools may have an increased level of automation, that this will translate into more revenue for you. This is reasonable as well, especially if you're a larger seller.)

Getting started with Aura: The steps

First you head over to Aura and sign up on their site. They offer a 14-day free trial (like most repricers).

Next, you connect your Amazon account. This is normal for most repricers.

From there, as I mention, you're (mostly) on your own. They do send a helpful email to get started, but you want get access to a clear linear outline of how to dive in. If you have questions, there is a chat box in the corner where you can search articles and ask questions.

The basic process to get started is:

1. Select a "Strategy" (what Aura calls pricing rules).
2. If you chose a "Custom Strategy" (create your own), then choose your "Pursuit" - aka, which competitor you want to compete against, as well as how to price in relation to them.
3. Set your "Maintenance." This is where you tell Aura how to behave once you've won the Buy Box.
4. Set Min/Max pricing boundaries.
5. Create a "Workflow."
6. Save and start repricing.

More detail on each of these steps in a minute...

Getting started with NeuroPrice: the steps

Getting started with NeuroPrice is pretty straightforward.

You start your free trial with any bank card (no PayPal option yet) and are immediately directed to an onboarding page with a "welcome" video and the steps to start (see screenshot below).

Right away this is a better process than Aura, since the steps to get started are laid out in a very linear format.

First step from there is to install NeuroPrice. There's a link to the Chrome store page, where NeuroPrice installs with one click.
neuroprice onboarding page
Since there's no need to connect your Amazon account, you can jump right in and set up your pricing rules.

To do that, you head to your Manage Pricing page inside Amazon Seller Central. NeuroPrice is embedded right at the top, with all the settings and controls in one place.

The last step before repricing is to head to the Preferences page (link is in the top right corner of the page) and make sure certain columns are visible. NeuroPrice requires the activation of a few columns (like the Product Category, SKU, and the min/max price columns) in order to do its work. Check a few boxes and you're good to go.

We haven't even started repricing yet, but we are already seeing a huge advantage over Aura - a clear, linear process to get started, no multiple pages to jump between, and no need to connect your Amazon account. Pretty cool.

The process of repricing with Aura

Back to Aura... Once you've signed up, here's the steps to actually get started repricing your inventory.

First step: Set a "Strategy"

You have the option here to either choose a pre-formatted "Strategy" created by Aura, or to create a "custom strategy" where you craft your own.

The first thing you're going to notice is Aura recommending it's “Maven” AI based strategy. About this, they say: “Aura AI learns from your competition to craft the optimal pricing strategy. It creates a profile for each of your competitors and updates prices based on their behavior.”

Some additional "strategies" offer are:

Buy Box Targeting
Described as "Compete with the current Buy Box price by having a better offer for customers. Un-suppress Buy Boxes, increase prices when out of stock, and raise prices when possible. Choose this strategy to increase sales volume while maintaining healthy profits. You can customize this strategy as much as you'd like."

Featured Merchants strategy
Descibed as: "Target the lowest offer of sellers who are eligible for the Buy Box with a better offer for customers. Raise prices when you're the lowest featured merchant in the Buy Box to increase profits. You can customize this strategy as much as you'd like."

Lowest Price strategy
Described as: "Target the lowest overall offer with a better offer for customers. Raise prices when you're the lowest featured merchant in the Buy Box to increase profits. You can customize this strategy as much as you'd like."

Aura pricing strategies #1
Aura pricing strategies #2
Let's proceed with the assumption you're going to create a custom strategy. Here are the steps...

Step One: Establish your competition

This is where you let Aura know what type of offer you want to target and which types of sellers you want to exclude. For example, you may want to target the current Buy Box offer while excluding sellers with a longer handling time.

Your options in this step are:

*Featured sellers only: You compete against featured sellers only (Featured sellers are those that are eligible for the Buy Box.
*Exclude Amazon as a competitor. You compete against Amazon. Choose to ignore Amazon when found on a listing.
*Exclude back-ordered sellers: You will not compete against back-ordered sellers
* Exclude sellers whose inventory is not yet available.
* Exclude sellers below a set feedback rating: Sellers below this feedback level will be excluded as competitors.
* Exclude sellers with longer handling time: Competitors with a long handling time will be excluded.
* Compare subcondition: The subcondition of used items to be considered competition.

Aura competition settings
Step Two: Choose your "Pursuit"

Next, tell Aura exactly how you want to compete against your target competition. For example, if it should reprice differently if the offer is FBA, MFN, or Amazon, and how to behave in certain situations.

* How to price against the competition: The amount Aura will adjust your price by when competing with other sellers.
* Price differently against Prime sellers (FBA and SFP): The amount Aura will adjust your price by when competing with Prime sellers.
* Price differently against Amazon: The amount Aura will adjust your price by when competing with Amazon.
* When there is no competition: Action for Aura to take when no competition is found on a listing. In the case of an "Only Buy Box" competition type, this would indicate a suppressed Buy Box.
* When the competition is below your min price: Action for Aura to take when the competition is below your min price.
* When the competition matches your min price: Action for Aura to take when the competition is at your min price.
* When your price reaches your min price: Action for Aura to take when your price has reached your minimum.
* How to price when you are out of stock: Listings can be set to max price when going out of stock.
Aura pursuit settings
Aura pursuit settings #2
Step Three: "Maintenance."

Tell Aura how to behave once you've won the Buy Box — you may want to raise, lower, or hold your price. Aura will adjust your price to the next-most likely Buy Box winning offer above yours once you're in the Buy Box. For example if that offer is $28.00, your offer is $27.00, and your strategy is set to reprice $0.01 below the competition, Aura will take your price to $27.99.

Aura mainenance settings
Step Four: Set your Min/Max price

In this step, you set your strategy-wide minimum and maximum pricing. Aura will automatically take into account reduced profit ranges for your listings and price accordingly. Aura will set the minimum and maximum prices for each listing dynamically based on the minimum and maximum return on investment that is set for this strategy.

Options to calculate your minimum and maximum price:

* Minimum ROI: Includes cost, all marketplace fees, and shipping.
* Maximum ROI: Includes cost, all marketplace fees, and shipping.
* Profit floor: If enabled, Aura will use this value as a fixed lower bound (floor) on profit while calculating your minimum price. This is useful for lower-priced products, when you want to make at the very least $X in profit per unit.

Step Five: Set your Workflow

The exact definition of "Workflow" isn't clearly explained, but  Workflows come in three parts:

1. Events
2. Workflow
3. Review

First, you add an Event:
1. Schedule (create repricing schedule)
2. New listing (not clear what this means)

Next, add a Workflow, which has four options:

1. Filter by marketplace: Which marketplace(s) will your workflow filter by?
2. Filter by strategy: Which strategy will your workflow filter by?
3. Filter by SKU: Which SKU(s) will your workflow filter by?
4. Filter by title: Which title will your workflow filter by?

Last step: Set a pricing schedule

All that's left is to apply a strategy you just created to a repricing schedule. You can also pause pricing, or turn it on or off.

As a cool bonus, Aura integrates with InventoryLab, Terminal, and Payability.

And that's the entire process.

Full video tour of Aura

Since it can be hard to visualize everything I'm talking about here, I made a video tour of me going inside Aura and walking through all the steps. This is my first time seeing Aura, so you'll see me narrating every feature and setting as I navigate it for the first time.
My in-depth tour inside Aura.

The process of repricing with NeuroPrice

You have NeuroPrice installed, so here's how to get started repricing...

All of NeuroPrice's settings rest at the top of the Manage Pricing page inside Seller Central. The settings are in two parts:

Global settings (at the top): These are settings that govern the rules - meaning, they apply to every rule you set. This is where you create settings like which conditions to reprice (and what to skip), how to price when you have no competitors, how far to stay below Amazon, if it should factor in your buy costs, etc. Everything is intuitive and easy to understand.

Pricing rules (below): These govern how different batches of your inventory are repriced, based on Sales Rank, SKU, or inventory age (or all three). For example:

"For every Book, with a sales rank of 250,000 to 500,000, price 10 cents below the 3rd lowest FBA offer."

You can set an unlimited number of rules.

If you're coming from another repricer, you might start to celebrate at this phase. You haven't even repriced yet, but setting the rules is so much easier than every repricer I've used. It's literally the only one that doesn't force you to navigate settings on multiple pages (as mentioned, Aura has multiple pages).

Now it's time to reprice, and you have two options:

1. Reprice The Page
2. Reprice Everything

What is "Reprice The Page"? Since NeuroPrice reprices on the Manage Pricing page, you have the option of repricing one page of inventory at a time. A page can either be 10 items, 25, 50, 100, or up to 250 (you can set this number on the Preferences page). This option is for sellers who want to take a slower and more measured approach to repricing. Specifically, those who want to review all price changes before making them live on Amazon.

If you choose this option, NeuroPrice edits an entire page's worth of prices (at a rate of about 1 minute per 100 items), then gives you an audit of how many prices were raised, how many lowered, and the before & after price for everything. This lets you review everything at a glance. If it looks good, you save the changes, locking the prices in. Then go through the rest of your inventory one page at a time.

But that's not the "normal" way to reprice. The full automation option reprices your entire inventory with a single click. You can watch NeuroPrice essentially "hijack" your Manage Pricing page, and make the price changes right on the page in real time. Kind of fun.

And there you go: Your inventory is repriced.
neuroprice repricing totals

Declaring a winner: Which repricer is better?

I've tried to keep my review pretty balanced up to this point, but it may be obvious who the winner is.

NeuroPrice far and away beats Aura as the better Amazon repricer.

While Aura certainly wins on "number of features," I don't think that's a good thing. Overall Aura  loses to NeuroPrice - which has raised the bar for repricing simplicity and precision.

Nine reasons NeuroPrice is better than Aura

Reason #1: NeuroPrice has no FBA Blindspot

If you're an FBA seller using any other repricer, there is a 100% chance you're losing money to this blindspot. Almost no software companies even admit this blindspot exists, and they hope you don't find out. It's simply negligent for any FBA seller to ignore the impact this can have on repricing. If you care about maximizing your profits (and who doesn't), there's simply no excuse to not switch to NeuroPrice immediately.

Reason #2: NeuroPrice lets you target 2nd & 3rd lowest offers

#1 impacts FBA sellers only, but this impacts all sellers. If you're using any reprice that's not NeuroPrice, your prices are getting unnecessarily forced downward. No repricer besides NeuroPrice can raise prices with frequency and precision that NeuroPrice can.

Other repricers essentially tie your inventory to your lowest priced competitor like a rusty anchor, and drag you down with them.

NeuroPrice is the only tool that can compare your offer to higher priced offers, letting you raise prices (when the situation calls for it). This is an essential feature that in a very direct way means more profit for sellers.

Reason #3: NeuroPrice offers total clarity into how their settings work

 With NeuroPrice, you never have to wonder "What does this setting do?" Everything is in plain English.

Its so simple that I wouldn't even recommend you watch a single video to get started. But if you need to, there's a 5 minute tour video that covers everything in simple language.

Reason #4: NeuroPrice is dramatically easier to use

It's dizzying trying to navigate through all the pages of settings inside Aura (at least five - I lost count) just to get started. 

NeuroPrice has just one page of settings - actually, less than one, and more like 1/3 of one page. Everything is confined to one simple box, with almost nothing to navigate or learn.
Reason #5: NeuroPrice lets you reprice by Amazon Sales Rank.

This was by far the most confusions omission of Aura (hard to believe, honestly). Nowhere did I see any mention of Sales Rank in the pricing rules. 

Setting different rules based on the demand for an item is something I would consider fundamental to pricing strategy. And I simply didn't see Sales Rank mentioned anywhere. Honestly crazy.

Reason #6: NeuroPrice lets you reprice by category

Another option I saw no mention of anywhere in Aura was a setting to reprice based on product category.

Let's say you're selling Books, Grocery items, and Toys. You're likely going to want different rules set for each of these, since they each have their own particularities. Not possible with Aura (that I could tell).  

NeuroPrice has some big downsides (the lack of full automation being the biggest), and its not a perfect tool. But these eight things make it the clear winner.

Reason #7: NeuroPrice is cheaper

At minimum, NeuroPrice is $50 cheaper than Aura for the smallest sellers, and up to $300+ cheaper for larger sellers. While I recommend NeuroPrice primarily to smaller sellers, no matter how big or small you are, NeuroPrice will save you money.

Settling the NeuroPrice vs Aura debate

My attempt with this article was to provide the only deep analysis of these two repricing tools: An established repricer vs the new "disrupter" in the Amazon repricing space.

The main takeaway I would offer is this:

NeuroPrice is vastly better for smaller sellers due to its price, its simplicity, and its lack of blindspots.

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Offering the first in-depth comparison of various Amazon repricing tools.
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