Is there a genuinely free Amazon repricer?
Most of the tools that rank for this question are 14-day trials wearing the word "free". Two are not. Here is what each of the paid repricers charges, what their entry plans actually cap, and where Amazon's own free repricer runs out.
The short answer
Two, and they are not the two the listicles point at. Amazon's own Automate Pricing is free to anyone on the Professional selling plan, and Eve SellerOps reprices on a free plan with no listing cap. Everything else described as a "free Amazon repricer" is a 14-day or one-month trial of a paid product.
That distinction is the whole article. A trial is a countdown; a free tier is a price. Both are legitimate, but only one of them is still working on the day the market moves against you in month four.
What the paid repricers actually charge
The entry price is rarely the price you end up paying, because most of these plans meter something — listings, SKUs, or how many of your listings are allowed to use the good algorithm rather than the basic one.
| Repricer | Entry price | What the entry plan caps | Free offer |
|---|---|---|---|
| Amazon Automate Pricing | £0 | Nothing, but see below | Free tier (Professional plan) |
| Eve SellerOps | £0 | Nothing — no listing cap, no per-change charge | Free tier |
| BQool | $25/mo | 50 AI listings, 1,000 rule-based, 2 users | 14-day trial |
| Aura | $37/mo | 250 listings | 14-day trial |
| Repricer.com | $99/mo | 3,000 SKUs | 14-day trial |
Note what the caps are counting. Aura's entry plan covers 250 listings, and BQool's covers 1,000 — but only 50 of them on the AI engine the product is actually sold on. A 1,200-SKU arbitrage account is not an entry-plan account anywhere on that list.
Amazon's own repricer, and where it stops
Automate Pricing is genuinely free and genuinely useful, and it is under-used because sellers assume anything free from Amazon must be a demo. It is not. You set rules against a reference price — the Buy Box price, the lowest FBA offer — with a minimum and a maximum, and Amazon moves your price inside them.
It is free because you have already paid for it. The Professional selling plan is £25 per month excluding VAT, and Automate Pricing is one of the things that plan includes. On the Individual plan at £0.75 per item sold, you do not have it.
Where it runs out:
- It is a rule, not a strategy. "Match the lowest FBA price" is a sentence, not a decision. It does not distinguish between giving up 4p to hold the Buy Box and giving up 40p to a seller with three units left.
- It will not tell you why. There is no per-listing record of what the market looked like at the moment your price moved, which is exactly what you need when a SKU has quietly repriced itself into a loss.
- It does not know your costs. Your floor is a number you typed. Nothing checks it against what the unit actually cost you, so a floor set six months ago is a floor set against six-month-old landed costs.
For a small catalogue in a quiet category, none of that matters much. For a reselling account where the Buy Box turns over several times a day and margins are thin, all three matter at once.
Three questions to ask any free repricer
- Is it capped, and on what? "Free up to 50 SKUs" is a trial with extra steps if your catalogue is 400 lines. Ask what happens at line 401.
- How often does it actually look? A repricer that sweeps every few hours is not repricing, it is reacting. Ask for the sweep interval, not the marketing adjective attached to it.
- Does it show its working? If you cannot see the competing offers that produced a price change, you cannot audit a bad one — and you will have a bad one.
Where Eve fits, and where it does not
Eve SellerOps reprices on the free plan. There is no listing cap, no per-change charge and no arming switch: assigning a strategy to a listing is what switches it on, and the engine sweeps continuously against live Buy Box and competitor offers from Amazon's Selling Partner API. Every decision is written down, including the ones where it decides to leave the price alone.
Being equally clear about what it is not:
- Two strategies, not twenty. Competitive holds the Buy Box and relaxes upward when it can; Aggressive undercuts the lowest in-range FBA offer to shift stock. If you want a dozen tunable rule sets, a paid rule-based repricer is the better buy.
- It is built for Amazon UK. If you need one repricer across several marketplaces or off-Amazon channels, this is not it.
- There is no AI pricing tier of the kind BQool and Aura sell. The engine is deterministic, which is the reason it can explain itself.
The honest summary: if Automate Pricing is not enough and $25–$99 a month is a real cost against your margin, a free uncapped repricer that logs its reasoning is worth twenty minutes of your evening. If you are running 10,000 SKUs across four marketplaces, buy the paid tool.
Common questions
Is a free repricer safe to point at a live catalogue?
The safety comes from the minimum and maximum price, not from the price of the software. Any repricer worth using prices strictly inside a floor and ceiling you set per listing, and refuses to submit anything outside them. Set the floor from your real landed cost plus fees rather than from what feels low, and start with a handful of SKUs rather than the whole catalogue.
Can I run Automate Pricing and a third-party repricer at the same time?
Not on the same listings. Two systems submitting prices for one SKU will fight, and the result is a price that flickers and a Buy Box you lose to the noise. Pick one per listing, and if you are migrating, turn the old rules off in Seller Central before you assign strategies in the new tool.
Why would anyone give away repricing?
Amazon gives it away because it wants competitive prices on its marketplace. Eve gives it away because a free plan is how a new product earns the right to charge for anything later — paid tiers are planned for larger teams and heavier use, and the free plan is not a trial clock. Be sceptical of any answer to this question that is vaguer than that one.
Does repricing more often actually make money?
It makes money at the margins of a competitive listing and does nothing at all on a listing where you are the only offer. The gain is in the hours you would otherwise spend not holding the Buy Box — overnight, weekends, and the day a competitor runs out of stock. On a catalogue nobody else is competing on, any repricer is theatre.
Sources
Prices checked 7 September 2026 on each vendor's own pricing page: Amazon UK selling plans, BQool, Aura, Repricer.com. Plans and caps change; Seller Central is the authority on what your own account is entitled to.