Aura

Aura, developed by GoAura, is an AI-powered Amazon repricing tool that helps FBA and FBM sellers increase their Buy Box share, optimize pricing in real time, and automate sales growth. Built specifically for Amazon sellers, Aura combines real-time competitor monitoring, AI-driven decision-making, and advanced rule customization to ensure your listings are always competitively priced.

Unlike traditional static repricers, Aura dynamically adjusts prices based on multiple real-time variables—like competitor behavior, fulfillment method, seller feedback, and Buy Box status. The tool is known for its speed, accuracy, and ability to help sellers stay ahead of the competition without constant manual oversight.

Features

Aura offers a range of robust features tailored for Amazon sellers aiming to scale their business more efficiently:

• AI-Powered Repricing Engine
  Uses machine learning algorithms to automatically adjust prices to win the Buy Box more frequently, without triggering price wars.

• Velocity-Based Repricing
  Adjusts prices based on product demand, allowing you to price higher when velocity increases.

• Real-Time Monitoring
  Continuously scans your competition on Amazon to ensure your prices remain competitive at all times.

• Custom Repricing Strategies
  Set flexible pricing rules and strategies based on variables like seller type (FBA, FBM), minimum ROI, and specific ASIN performance.

• Minimum and Maximum Price Protection
  Protects your margins by never pricing below or above the defined thresholds, even during aggressive repricing scenarios.

• Buy Box Targeting
  Aura is designed with Buy Box optimization as its core function, ensuring sellers win and retain the Buy Box more consistently.

• Inventory and Sales Dashboard
  Visual insights into pricing effectiveness, Buy Box wins, inventory status, and top-performing ASINs.

• Team Management Tools
  Add team members with custom permissions to manage large catalogs collaboratively.

• Marketplace Integration
  Currently supports Amazon marketplaces in the US and Canada, with future expansion planned.

How It Works

Aura streamlines repricing through an intelligent and automated process. Here’s a typical workflow:

1. Connect Your Amazon Seller Central Account
   After signing up, users connect their Amazon account using a secure API, enabling real-time syncing of inventory and listings.

2. Set Pricing Rules and Strategies
   Users define their minimum and maximum prices, then select from Aura’s pre-built strategies or create custom rules for each ASIN or group of products.

3. Activate Repricing
   Once activated, Aura begins scanning the competition and automatically adjusts your prices to meet your strategy—whether it’s Buy Box domination or profit maximization.

4. Monitor Performancep
   Use the built-in analytics dashboard to track Buy Box percentage, sales growth, and strategy performance.

5. Optimize and Refine
   Based on performance, sellers can adjust repricing strategies, modify pricing thresholds, or even create unique rules for high-performing SKUs.

Aura’s real-time updates and rapid pricing adjustments give it a competitive edge, especially in high-volume, fast-moving Amazon categories.

Use Cases

Aura is used by a variety of Amazon sellers, including:

• Private Label Sellers
  Optimize prices to remain competitive without damaging brand value or profit margins.

• Retail Arbitrage and Online Arbitrage Sellers
  Manage large catalogs with automated pricing rules to react faster than manual processes.

• Wholesale Sellers
  Monitor competitive listings and adjust prices based on real-time seller activity and inventory levels.

• FBA Sellers
  Leverage Amazon Prime and fulfillment advantage with dynamic Buy Box targeting.

• Amazon Agencies and Account Managers
  Use team access features to manage multiple client accounts from one centralized dashboard.

Pricing

Aura offers three pricing tiers based on the size and scale of your Amazon operations. As of July 2025, the pricing plans are:

• Basic Plan – $97/month

  • Up to 1,000 active listings

  • AI-powered repricing

  • Full access to all strategy features

  • Live chat support

• Pro Plan – $147/month

  • Up to 5,000 listings

  • Advanced performance analytics

  • Priority support

  • Team management features

• Premium Plan – Custom Pricing

  • For enterprise-level sellers

  • Unlimited listings

  • Dedicated account manager

  • Custom integrations and support

Aura offers a 14-day free trial with no credit card required, allowing sellers to test the platform before committing to a paid plan.

More details and up-to-date pricing are available at https://goaura.com/pricing.

Strengths

• AI-driven repricing that adapts to competitor behavior and Buy Box status

• Fast repricing engine with real-time adjustments

• Easy-to-use interface with strong analytics

• Robust customization options for advanced sellers

• Protects pricing floors to maintain profitability

• 14-day free trial available

Drawbacks

• Focused solely on Amazon—no support for Walmart, eBay, or Shopify

• Limited marketplace availability outside North America

• No built-in product sourcing or research tools

• Higher cost than some basic repricers, though justified by advanced AI features

Comparison with Other Tools

Aura vs. RepricerExpress
RepricerExpress is another automated Amazon repricer. It’s known for affordability and solid performance but lacks some of Aura’s AI-based adaptability and customization depth.

Aura vs. BQool
BQool offers both repricing and product research features. While it supports more marketplaces, Aura focuses on smarter AI-based Buy Box targeting and tends to offer a cleaner, more modern user experience.

Aura vs. Seller Snap
Seller Snap is also AI-powered and targets the same high-performance seller audience. Both tools are similar in terms of features, but Aura is generally more affordable for small to mid-sized sellers.

Customer Reviews and Testimonials

Aura receives consistently positive reviews across platforms such as Trustpilot and Reddit. Highlights from customer feedback include:

• “My Buy Box share jumped from 40% to over 75% within a week.”

• “One of the fastest and most reliable repricers I’ve ever used.”

• “The interface is clean, intuitive, and built for real Amazon sellers—not tech people.”

Sellers also praise the responsive customer support and the effectiveness of pre-built repricing strategies. While some users note the pricing is higher than basic tools, most agree that the performance boost is worth the investment.

Conclusion

Aura is a powerful, AI-driven repricing solution built specifically for Amazon sellers who want to win more Buy Box real estate, boost sales velocity, and protect their profit margins. Its smart automation, customizable strategies, and intuitive interface make it an excellent choice for serious sellers, from private label brands to arbitrage professionals.

With real-time repricing, intelligent decision-making, and robust analytics, Aura helps take the guesswork out of Amazon pricing strategy and puts sellers in control of their competitive edge.