Is there a genuinely free Amazon repricer?
A free trial has an end date; a free tier has a usage limit. Compare Amazon's included repricer, Eve's permanent FREE plan and paid alternatives.
The short answer
Amazon's Automate Pricing is included with its Professional selling plan. Eve SellerOps also has a permanent FREE plan: it reprices 10 active SKUs every 5 minutes. Other third-party offers in the table below are time-limited trials.
A trial is a countdown; a free tier has no end date but may have a useful limit. Check both the SKU allowance and the price after any trial before choosing a tool.
What the repricers charge and limit
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 | Included in the £25/mo + VAT Professional plan | Nothing, but see below | Free with the Professional plan |
| Eve SellerOps | FREE for 10 active SKUs; STARTER £99/mo + VAT (£49.50 for the first 3 paid months while an offer runs) | FREE: 10 active SKUs, 5-minute sweeps. STARTER: unlimited real-time repricing and 2 users | Permanent Free plan, no card; 14-day STARTER trial requires a card |
| 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 has outgrown both of those entry plans before it starts.
Note what the price is buying. Eve's FREE plan suits a seller testing repricing on a handful of SKUs. At £99 per month + VAT, STARTER bundles unlimited real-time repricing with sourcing, FBA shipments and reimbursement detection. That bundle only makes sense if you would use those tools; a repricing-only paid plan can cost less.
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.
Four questions to ask any "free" repricer
- Is it capped, and on what? A permanent free tier can be useful for a few SKUs and still be unsuitable for a 400-line catalogue. Ask what happens when you exceed the allowance.
- 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.
- What happens when the trial ends? Some trials need a card and roll straight into a subscription; some simply stop. Know which before day one, and know whether the repricer stops changing prices or keeps going if you do nothing.
Where Eve fits, and where it does not
Eve SellerOps reprices 10 active SKUs on FREE, checking them every 5 minutes. There is no time limit or card requirement. STARTER removes the SKU limit and reprices in real time; it costs £99 per month + VAT after a 14-day trial, with the first 3 paid months at £49.50 + VAT while a limited-time offer runs. Assigning a strategy opts a listing in. The engine uses Amazon's Selling Partner API and logs its decisions, including those where it leaves a price alone.
The STARTER trial needs a card and is one per account. Cancel from Billing before it ends and nothing is charged; otherwise the subscription starts on day 15. If it ends, the FREE allowance of active SKUs keeps repricing and the excess are paused. Catalogue sync and profit analytics also stay available.
Being equally clear about what it is not:
- The free allowance is small. A seller who needs more active repriced SKUs than FREE allows must upgrade or use another tool.
- Six strategies, not a rule builder. Each answers one goal. Competitive holds the Buy Box and relaxes upward when it can; Aggressive undercuts the lowest in-range FBA offer to shift stock; Match Buy Box prices at the Buy Box, never under it; Sales Velocity steps an uncontested listing's price up or down with its sales; Clearance marks overstock down day by day; Duel fights a single rival for the Buy Box. 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.
If Automate Pricing is enough, use it. If you want to see the reasons behind price decisions, Eve's FREE plan lets you run a few SKUs without a deadline. For a larger catalogue, compare paid plans on the number of SKUs they cover and the speed you need. Start with a floor you trust whichever tool you choose.
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 includes Automate Pricing with its Professional selling plan. Eve offers a permanent FREE plan that reprices 10 active SKUs on a 5-minute sweep; sellers who need unlimited real-time repricing can move to STARTER. Always check whether an advertised £0 is permanent or a trial, and what usage limits apply.
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 listing nobody else competes on, checking more often adds nothing: the price it can carry shows up in its sales over weeks, not minutes.
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.