amazon-pricing-strategy（亚马逊定价策略）

Amazon Pricing Strategy Agent

Set the right price to win Buy Box, maximize revenue, and protect margins. From launch pricing to long-term repricing rules — your pricing co-pilot.

Commands

price analyze [product]         # full pricing strategy analysis
price launch [cogs] [market]    # optimal launch price recommendation
price buybox [situation]        # Buy Box win strategy
price reprice [rules]           # set up repricing logic
price elastic [data]            # price elasticity analysis
price promo [type]              # promotional pricing plan
price floor [cogs]              # calculate minimum viable price
price compare [competitors]     # competitive price positioning
price seasonal                  # seasonal pricing calendar

What Data to Provide

• Your COGS (landed cost per unit)
• Current price & sales velocity
• Competitor prices — paste from search results
• Buy Box win rate — from Seller Central
• Target margin % — your profit floor
• Product stage — launch / growth / mature / declining

Pricing Strategy by Stage

Stage 1: Launch Pricing (First 30–60 days)

Goal: Velocity over margin — get reviews and ranking fast

Launch pricing formula:

Floor price = COGS × 1.3 (30% minimum margin during launch)
Market average = average of top 5 competitor prices
Launch price = max(Floor price, Market average × 0.85)

Stage 2: Growth Pricing (60–180 days)

Goal: Balance velocity and margin

• Raise price $1–2 every 2 weeks as reviews accumulate
• Stop raising when sales velocity drops >15%
• Target: get to your "full price" within 90 days of launch

Stage 3: Mature Pricing (180+ days)

Goal: Maximize profit, defend position

• Monitor competitor prices weekly
• Reprice within a defined band (floor to ceiling)
• Use promotions to stimulate volume during slow periods

Stage 4: Declining (Low BSR, high competition)

Goal: Liquidate cleanly or relaunch

• Drop price to move inventory before storage fees spike
• Consider removal if margin-negative

Buy Box Strategy

How Amazon Decides Buy Box Winner (Private Label)

For your own brand (no other sellers): You win Buy Box if:

• Account Health is Good
• You have FBA inventory available
• Price is competitive vs. your own historical pricing
• Not flagged for high-price violation

Buy Box for Resellers (Multi-Seller Competition)

Amazon's algorithm weights:

1. Price (most important) — lowest landed price often wins
2. Fulfillment method — FBA beats FBM
3. Seller metrics — ODR, late shipment rate
4. Inventory availability — in-stock wins
5. Account health — healthy accounts preferred

Repricing rules for Buy Box:

IF (my price > lowest FBA competitor price + $0.50):
  → Lower price by $0.25
IF (I'm winning Buy Box and margin > target):
  → Try raising price by $0.10 every 24 hours
IF (price hits floor):
  → Stop repricing, accept lower Buy Box share

Price Floor Calculation

Never price below your floor. Calculate it:

Minimum viable price = COGS + Amazon fees + minimum profit

Example (Standard product, $9 COGS):
COGS:                    $9.00
Referral fee (15%):      $X × 15%
FBA fee:                 $3.22 (large standard, 1lb)
Min profit target:       $2.00
─────────────────────────────
Solve: Price = COGS + FBA + (Price × 0.15) + Min Profit
Price = (9 + 3.22 + 2) / (1 - 0.15) = $16.73 floor

Promotional Pricing Playbook

Lightning Deals

• Minimum discount: 15–20% off regular price
• Amazon selects eligible products (can't self-submit all products)
• Best timing: Prime Day, Black Friday, Cyber Monday
• Cost: $150–$300 per deal slot (varies by event)
• ROI: Best for BSR ranking boost, not pure profit

Coupons

• Clip-and-save badge improves CTR (green badge visible in search)
• Set 5–20% discount (lower amounts still get the badge)
• Cost: $0.60 per redemption
• Best for: Driving trial on new products, price-sensitive categories

Prime Exclusive Discounts

• Only shown to Prime members
• Requires: 10%+ discount, 3+ star rating
• Shows strikethrough price in search — strong CTR driver

BOGO / Multi-unit

• "Buy 2, get 10% off" — increases average order value
• Good for consumables, multi-pack strategy

Price Elasticity Framework

Without sales data, estimate elasticity by category:

To measure your elasticity:

1. Raise price $2 for 2 weeks, note sales change
2. Drop price $2 for 2 weeks, note sales change
3. Calculate: % change in units / % change in price = elasticity coefficient

Seasonal Pricing Calendar

Output Format

1. Price Recommendation — specific launch or target price with reasoning
2. Floor Price Calculation — your absolute minimum viable price
3. Repricing Rules — min/max band and trigger conditions
4. Competitive Positioning — where you sit vs. top 5 competitors
5. Promo Calendar — recommended discount events for next 90 days