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BQool vs NeuroPrice: An analytical review

Written by Peter Valley on March 7th 2024

Side-by-side Amazon repricer analysis: How does Bqool compare to NeuroPrice? Features, pricing, and lots more.

In this (long) comparison:

Declaring a winner (spoiler alert)
What is Bqool's claim to fame?
What is NeuroPrices's claim to fame?
What is a "repricer"?
How much will choosing the wrong repricer cost you?
How do repricers work?
Do you need to use repricing software?
Overview of Bqool's features
Overview of NeuroPrice's features
What are the downsides of Bqool?
What are the downsides of NeuroPrice?
How much does Bqool cost?
How much does NeuroPrice cost?
How to reprice with Bqool
How to reprice with NeuroPrice
Eight reasons NeuroPrice is better than Bqool

Picking a winner: The "NeuroPrice vs Bqool" debate

To complete this review, I dedicated several hours of testing, comparing, and writing. I'm going unusually in-depth in this article (more than is normal in software reviews) because I intend for this to be the definitive record of how Bqool compares to NeuroPrice.

I'm going to skip to the punchline: After reviewing every feature, I declare NeuroPrice the winner (I give my very specific reason in this article). But I gave both tools a fair shot.

If you want to talk my word for it, you can sign up below. If you want me to prove my case, well... that's what the rest of this article is about.

What is Bqool's claim to fame?

There's a TON of repricing tools out there. And it's hard for any one tool to stand out. So what makes Bqool different?

Two things Bqool is known for:

1. Being the most popular Amazon repricer.

2. Having the most settings & options.

This makes for a BIG reputation, and BQool is the standard by which all other repricers measure themselves. That's why this review is so important.

How did BQool become the most popular repricer? I have a theory, and it goes like this...

There's over 30 repricing tools available. And that makes it really challenging for Amazon sellers to pick one. Even though most repricers work more or less the same, each one seems to have features that others don't. And no seller wants to feel like they are missing out by picking a repricer that is missing something another repricer has.

So logically, you pick the repricer with the most number of options. Which is Bqool. And that (to me) explains their popularity.

Note: Bqool doesn't have every feature in the world (as we'll cover), but it does have the most. So that's Bqool in a nutshell.

What is NeuroPrice's claim to fame?

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."

and,

"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 BQool

Not a lot is known about Bqool, the founders behind it, or it's general history.

Here's what we do know:

* It was launched in 2011.

* BQool has141 employees.

* They do approximately $4 million in revenue.

* They are based on China.

The last part is mildly interesting. Bqool doesn't just have investors in China - they are the only Amazon seller tool (that I'm aware of) that is 100% based in China. Nothing particularly notable about that, but it's a curious bit of trivia.

An early image of Bqool's website from 2013.

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 the developer of a larger tool (he doesn't name which one) 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.

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 Bqool, keep in mind that when there's a limitation in any repricing tool, usually the API is to blame.

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 Bqool each differ from this format, but more or less this is the template most repricers use.

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 Bqool's features

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

1. Set a repricing schedule to reprice in the background.

2. Add "price safety nets" to prevent dramatic price changes.

3. Five AI-powered repricing settings (unfortunately there is no transparency into how their AI works).

4. Compete with Buy Box, Merchant Fulfilled, or FBA offers only.

5. Specific settings for Seller-Fulfilled Prime sellers.

6. Exclude sellers by storefront name, feedback score, handling time, and more.

7. Exclude sellers who offer free shipping as being competitive (one of the many settings I don't fully understand the value of myself).

8. An entire page of Buy Box=based pricing options.

9. Automatically switch between pricing rules based on sell-through rate, inventory age, days of supply left in your inventory, and various "advanced" conditions.

10. Edit prices via bulk upload option.

....and TONS more.

It's hard to list (let alone comprehend) the sheer number of options available in Bqool. (To disclose by biases: I don't believe "more" is "better.") Here's a look at a few pages of settings inside Bqool (a few of many):

Overview of NeuroPrice's features

Like Bqool, NeuroPrice has all the basic features you need from a repricer. But it also has a couple of additional, and pretty significant features Bqool 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 Bqool, there's about 1/50th the number of options, settings, and pages. Not to get ahead of ourselves, but I think the features that Bqool 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.

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 Bqool 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).

#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 Bqool 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 Bqool?

Let's shortcut to what's wrong with Bqool, before explaining how it works.

I personally spent several hours inside Bqool, looking for ways it was both better and worse than NeuroPrice. What follows are the disadvantages of Bqool. (NeuroPrice also has some downsides too, and I'll get to those...)

#1: Unnecessary number of settings. The number of options in Bqool is absolutely staggering (and I don't think that's a good thing). One of the worse feelings to have when using a repricer is being left to wonder if you missed something, or aren't using it right. Bqool makes tracking all their settings almost impossible. It leaves the user feeling paralyzed trying to comprehend it all.

#2: You have to connect your Amazon account. Minor gripe here, but having to grant Bqool access to my Amazon account is a cumbersome step. I'm not paranoid about them doing anything shady with my account, but I would strongly prefer to avoid this when I'm using any software tool.

#3: Unbelievably confusing settings: In addition to the large number of settings, they are often impossible (to me) to understand. I've been an Amazon seller since 2007, so I should be able to understand basically how your repricer works and what the settings mean. That was impossible for me with much of Bqool.

#4: It forces you to only price against the lowest price offer. This is among my biggest grievances with Bqool (maybe the biggest), and it is a byproduct of the "blindspots" issue I talked about above. Bqool forces sellers to compete with either the Buy Box offer, or the lowest price competitor - and that's it. It is simply impossible to tell Bqool "match my price to the 2nd lowest FBA price" or "price 10% below the 3rd lowest FBA price" or anything related to higher priced offers. This is a HUGE miss for Bqool, dragging prices down unnecessarily.

#5: The FBA blindspot. This 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.

In super-specific terms, if there are more than 20 other sellers selling the same item, and the lowest FBA price is above the 20th lowest-priced offer (as often happens), then that FBA price is invisible to your repricer.

Spoiler, but NeuroPrice doesn't have this blindspot. So as an FBA seller, it's hard to accept that a certain percentage of my inventory will not be repriced correctly with Bqool. It's not their fault exactly, it's just a limitation of how they choose to get their data.

#6: You can't reprice by Sales Rank. This one is almost too crazy to believe. For a tool that offers so many unnecessary options, how did they such a huge (and very necessary) one? Bqool has no setting that lets you price your items differently based on their Amazon Sales Rank.

In other words: Do you want to reprice that Book selling 1,000 copies a day differently than one selling once every 2 years? Of course you do. But Bqool doesn't allow it.

I had to back through Bqool multiple times to confirm this since it was so hard to believe. But I never found any mention of Sales Rank anywhere. Huge issue.

#7: You can't reprice by product category. Let's say your inventory includes Toys, Grocery items, and Books. You should want to have separate repricing formulas for each of those. Strangely, Bqool doesn't have a setting for this.

#8: Can't review your prices before committing. It's a little scary to put trust in a repricing tool, and have confidence it's repricing your inventory the way you expect it to. A feature I like to see is the option to see updated prices before I commit to them. Bqool does not allow this.

#9: No Keepa price or sales history charts. Small grievance here, but I would prefer to have access to Keepa charts on the "Manage Listing" page in Keepa. This would let you get the data required to accurately assign a pricing rule, etc. Unfortunately, this is not provided.

#10: No ability to price below Amazon's offer. This is another one where I thought "Surely I'm missing something here..." Someone contact me if I missed something, but I don't think so. Bqool does not have a setting that forces your price to stay below Amazon's price. Again, hard to believe.

#11: Lack of "AI" transparency. Bqool has multiple "AI"-based options, but they offer no explanation as to how their artificial intelligence works. This is concerning, because you are trusting your inventory to a formula that is not revealed. Personally, I would never turn my inventory over to AI or an algorithm without full transparency into how my inventory was being repriced.

#12: Bqool is more expensive. Not a big deal if you're getting extra profit for the price, but in Bqool's case I don't think that's true (unless you're a larger seller). NeuroPrice lets you reprice up to 2,000 SKUs for $27/month, and their cheapest plan is $17/month. Repricing 2,000 SKUs with Bqool costs $50, and their cheapest plan is $25/month. (There are various pricing tiers for each tool depending on your inventory size).

That's my full list of every reason I think Bqool 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 Bqool 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 Bqool.

#2: Missing full automation: This will be a dealbreaker for a lot of sellers. With Bqool, 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.

Among those who choose BQool over NeuroPrice, I suspect this is by far the #1 reason.

#3: No repricing based on ROI. The ability to reprice based on your desired profit is a cool feature of Bqool that NeuroPrice does not have.

How much does Bqool cost?

Bqool has several pricing tiers based on the number of SKUs in your inventory. Here they are:

1 - 1,000 SKUs: $25/month

1,001 - 5,000 SKUs: $50/month
5,001 - 10,000 SKUs: $100/month
10,001 - 30,000 SKUs): $200/month
30,001 - 50,000 SKUs: $500/month

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

So which one is cheaper? A cost comparison

For most inventory levels, NeuroPrice is the cheaper option.

The only Bqool option that is cheaper than NeuroPrice is sellers with between 1,000 and 2,000 SKUs in their inventory. You'll pay $2 more per month for NeuroPrice in this range.

Let's look closer at how much more Bqool will (usually) cost you based on your inventory size:

1 to 500 SKUs: $8/month more for Bqool than NeuroPrice.

500 to 1,000 SKUs: $2/month more for NeuroPrice than Bqool.

1,000 to 2,000 SKUs: $13/month more for Bqool.

2,000 to 5,000 SKUs: $3/month more. for Bqool.

5,000 to 10,000 SKUs: $53/month more for Bqool.

While there's only a small inventory window where NeuroPrice is more expensive, it should be mentioned that "cheaper" can actually be more expensive...

There are a couple of features of NeuroPrice that virtually guarantee it will extract more revenue from your inventory than Bqool - much more than the extra $2 more you might pay (depending on your inventory size). In other words, it costs more to not have access to these features, which actually makes Bqool the more expensive option.

The two obvious ones 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 Bqool. What if each one only extracts $2 per day (a pretty absurdly low number, in my opinion)? That's still $120 a month.

And you're only paying $2 to get that extra $120. The conservative math favors NeuroPrice, any way you run the numbers.

(You may also decide, since Bqool has 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 Bqool: The steps

First step is to head over to Bqool.com and sign up on their site. They offer a 14 day free trial. Enter an email and password and you're ready to go.

Next, you connect your Amazon account. You're basically just allowing Bqool to access your account, and make price changes on your behalf. This is standard for most repricers.

From there, you're directed immediately to list of steps to get started. Generally I appreciate this linear onboarding process, however I did find Bqool's a little confusing.

Bqool does email you some helpful "getting started" emails, however in the app itself you are mostly on your own. While the steps are broken down into "1, 2, 3, 4...." format, I didn't find them very well defined. But the basic flow to get started is:

1. Choose a pricing rule.

2. Set you min/max prices (not clear why this is a separate from the pricing rules).

3. Set your general settings.

4. Set a repricing schedule.

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 Bqool, 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.

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 Bqool - 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 Bqool

Back to Bqool... Once you're signed up and have connected your Amazon account, you're ready to set some rules, then schedule them to start pricing.

First step: "Set Repricing Rules"

First, you are taken to a set of preformatted pricing rules that Bqool has created for you. This is where things start to get confusing (and Bqool starts to earn its reputation as most confusing repricer).

When you start to examine the individual pricing rules to figure out what they do, you're hit with rapid-fire jargon like "AI Boost Profit," "profit booster," "price looping strategy," and a healthy dose of broken english like "no undercut Buy Box price" (remember they're a Chinese company, so maybe we can cut them some slack).

It's very unclear what any of this means, which setting to choose, and what the difference between each pricing rule us.

The rules are divided into four categories:

* AI powered with Buy Box
* AI powered Match Buy Box
* Rule based
* Conditional repricing

Confused yet?

Within each of these, are even more options. For example, for “AI Powered Win Buy Box” you are given these four options:

1. AI Sales Maximizer
2. AI Sales Booster
3. AI Equalizer
4. AI Profit Booster
5. AI Profit Maximizer

And that's just one of the many repricing rules. I spent a lot of time navigating through each one, but I won't list out everything here. You get the idea.

Warning: Bqool limits transparency into how their rules work

One of the things you'll quickly notice is the degree to which Bqool pushes "AI repricing" on you without explaining how their AI works. I would personally never turn over my inventory to "AI" without understanding how it was repricing my inventory, nor would I advise any Amazon seller to do so.

Any attempt to get clear on how their AI would reprice my inventory was a dead end. I'm sure that somewhere there is some semblance of an explanation (at least I would hope), but I saw no links and no way to get enough clarity to make a decision.

So that's an immediate ding to Bqool's credibility (to me at least).

Next step: Getting beyond AI to setting basic repricing rules

If you click "Edit Rule," you are taken to a page with four tabs, and each of these tabs has four tabs within them. It's quickly confusing to the point of being debilitating.

Since I'm complaining a little, I want you to see what I'm talking about. When I signed up for Bqool, I recorded this video giving a full tour and narrating everything I found strange or confusing.

Here it is:

My in-depth tour of Bqool.

Note: The Buy Box is Bqool's religion

Most of the emphasis with the settings is on "winning the Buy Box." Which isn't bad in and of itself, but to force users to only compete with the Buy Box is a little aggressive.

Eventually I found my way past the pre-formatted rules.

With a little effort, you can get your way to a "Custom Rule." I wish Bqool had made this option more prominent. Because this is the option where we can establish total control over how our inventory is repriced.

As you move through setting these custom rules, prepare to be consistently confused by terms and settings that are not defined.

Some of the examples of confusing settings:

"Exclude sellers with free shipping" (why?)
Choosing between competing with "FBA" and "non-featured FBA" (what?)
"Use auto-compete" (what again?)

You basically have to get a PhD in Bqool-ology just to use the tool. Very frustrating.

After spending 30 minutes trying to deciper these rules, I was unable confidently understand what any of them did.

Next step(s): Set your min/max price, and "general settings"

Full disclosure: I never successfully got this far, as I was unable to navigate past the pricing rules with any confidence. I put about 45 minutes of work in - more than I would consider reasonable to get started with any tool - but I don't feel I even got close to understanding how to reprice with Bqool.

(Now I understand why there are people online who are selling entire paid courses on how to create settings in Bqool. Imagine a tool so confusing you need to buy a course on how to use it. Wild.)

Next step: Set a repricing schedule

If you can get through the pricing rules and choose one withe confidence, you set a repricing schedule.

You did it

If somehow you made it this far, you must be a computer scientist. I applaud either your problem-solving ability (for deciphering Bqool's settings), or your recklessness (for trusting Bqool while having no idea how its actually repricing your inventory).

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, Bqool has dozens of 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.

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 Bqool as the better Amazon repricer.

While Bqool certainly wins on two big points

1. Number of features

2. Automation.

But overall, Bqool loses to NeuroPrice - which has raised the bar for repricing simplicity and precision.

Eight reasons NeuroPrice is better than Bqool

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 simpler than Bqool

I put in a serious effort to understand Bqool, and did a lot of work I would expect a repricer to do for me (like researching features instead of relying on simple links and text popups that define each feature, etc). And I could never hack my way through all the settings to get started with the only thing I want a repricer to do: Reprice my inventory.

NeuroPrice on the other hand takes (literally) 5 minutes to be up and running. Once you install, you can have basic settings saved in a few minutes. Every feature is on one page (actually, half a page) and none of them are confusing.

Reason #5: NeuroPrice let's you see all price changes before committing

This won't appeal to most sellers (who probably just want things as automated as possible), but it's cool that NeuroPrice has an option for sellers who want to review all price changes before they get locked in.

items after being repriced by neuroprice

Reason #6: NeuroPrice lets you reprice by Amazon Sales Rank.

This was by far the most confusions omission of Bqool (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 #7: NeuroPrice lets you keep your price below Amazon's offer

This may seem like a minor grip, but it's actually significant: Nowhere did I find an setting to keep your price below the price of Amazon's offer. Pricing above Amazon is a sure way to prevent your inventory from ever selling. But it can easily happen with Bqool, since it lacks this setting.

Reason #8: NeuroPrice lets reprice by category

Another option I saw no mention of anywhere in Bqool 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 Bqool (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.

Settling the NeuroPrice vs Bqool 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: