Looking for an Aura alternative?

Seller Assistant vs Aura

Aura wins Buy Box with AI and manual cost upkeep. Seller Assistant builds your price floor from what you actually paid — purchase order, prep, and inbound shipping.

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Repricer products view showing Buy Box status, landed cost, and profit per ASIN
The 30-second decision

Which one fits your workflow?

Choose Seller Assistant if you want full control and full visibility

Every price change is explained, and every floor comes from your real landed cost — not a number you maintain by hand.

  • Full decision history with the matched rule behind every reprice
  • Price floors built from your own orders and shipments
  • Repricing connected to sourcing, listing, and purchase orders
How Repricer works →
Seller Assistant Repricer interface showing connected sourcing workflow
Let's compare

See where each tool wins

Aura hands you a price. Seller Assistant shows you the reasoning and the real costs behind it.

Seller Assistant
Aura
Decision transparency

Every reprice — and every non-change — logs the matched rule and market snapshot

Activity log shows outcomes with less reasoning per change

Price floors

Computed from your real landed cost, synced from POs & shipments

Calculated from a cost you enter and maintain

Repricing engine

Rule-based strategies with conditional logic you can read and adjust

Maven AI adjusts itself with little setup

Rule builder

If-this-then-that rules, incl. time of day & day of week

Scenario settings inside strategies

Speed

Reacts in seconds, whole catalog

Reacts in seconds; fastest lane capped at 50–100 listings

Marketplaces

Amazon

Amazon + Walmart

Sourcing platform

Research → PO → listing → repricing, one connected platform

Repricer only

Cost sync

From your own Purchase Orders and FBA Shipments, import from Sellerboard

InventoryLab, ScanPower & others

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Beyond the algorithm

Three differences that actually matter

A price that changes without a reason is a price you can't trust — no matter how smart the algorithm behind it is.

Repricing history log with the matched rule and market snapshot behind a price change
Full reasoning, every time

Every price has a reason you can read

Aura's activity log shows what happened; the reasoning behind a specific change is thinner. Seller Assistant logs the matched rule and market snapshot behind every reprice — including the moments nothing changed — so a price you don't recognize is never a mystery.

Real costs, not remembered costs

Your floor moves the moment your costs do

Aura calculates floors from a cost figure you enter and maintain. Seller Assistant pulls landed cost directly from your Purchase Orders and FBA Shipments, so a new supplier price or a prep fee change updates every affected floor automatically.

Product price limits panel showing SKU-level minimum and maximum price overrides and recent repricing activity
Landed cost pulled from a purchase order and FBA shipment into a repriced product
One platform, start to finish

Repricing that's connected to how you source

Aura is a standalone repricer. Seller Assistant carries a product from sourcing through purchase order, listing, and shipment before it ever reaches Repricer — so the numbers protecting your margin were never re-typed.

Workflow

Switching from Aura?

Your products, costs, and strategies are ready in under an hour — and nothing changes on Amazon until you turn repricing on.

Reprice
Set up Repricer

Sync your Amazon catalog, assign strategies and overrides, and enroll products one by one or in bulk.
Source
Manage Purchase Orders

Every new order updates unit costs and PO expenses, so the landed cost feeding stays accurate.
List
Track SKUs

Unit cost, prep fees, and inbound freight roll up into one landed cost that Repricer reads directly.
List
List with Lister

List products from purchase orders, then enroll them for repricing without rebuilding your catalog.

Win the Buy Box without losing sight of your margin

React in seconds, price from your real landed cost, and see exactly why every decision was made.

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Frequently asked questions

Visit Help Center
How does Seller Assistant's Repricer decide what price to set?
Every reprice runs through a named strategy built from conditional rules — time of day, competitor count, stock level, Buy Box ownership — so you can see exactly which conditions triggered a change before it happens, and read the matched rule afterward in decision history.
How does Seller Assistant calculate my minimum price?
From your actual landed cost — unit cost, prep fees, and FBA inbound costs synced from your Purchase Orders and FBA Shipments — using break-even, markup, target ROI, or target margin, plus any manual minimum and maximum you set. When a linked cost changes, the floor updates automatically.
Do I need to maintain my product costs separately for repricing?
No. Because Repricer shares the same product record as your Purchase Orders and FBA Shipments, landed cost flows in from your actual sourcing activity — a prep fee change or a new supplier price recalculates the affected floors on its own.
Which Amazon marketplaces does Repricer support?
Every Amazon marketplace connected to your Seller Assistant account, with per-marketplace filtering in the Products view so multi-region catalogs stay organized by strategy.

Not sure which plan fits your sourcing workflow? Chat with our team — we're happy to help.