Aura
AI repricer for Amazon and Walmart that is fast, legible, and priced by your sales volume
Best for
- Wholesale, arbitrage, and used-book sellers who share listings with other sellers
- Accounts with more than about fifty competitive SKUs
- Sellers who want to see the decision trail behind every price change
Skip it if
- You are private label and the only offer on your listings
- You are brand-registered and have cleared unauthorized resellers off your ASINs
Pros
- AI strategy raises your price when you already hold the Featured Offer
- Glass-box interface shows who moved, by how much, and what Aura did
- Unlimited listings on every plan, plus Walmart Marketplace
- 14-day free trial, and volume tiers let a small account start at $37/mo
Cons
- Volume-gated pricing means a good month can push you into the next tier
- Annual totals on the pricing page did not match the monthly prices when we checked
- A blank minimum price is the fastest way to lose money
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Verdict: the repricer we would pick for a wholesale or arbitrage account today, mainly because it explains what it did and why.
What it does
Aura watches every listing where you compete with other sellers and adjusts your price to win the Featured Offer (the Buy Box) without giving away margin. You set a floor and ceiling per SKU, choose a strategy, and the repricer reacts to competitor changes within seconds.
Two things set it apart from the older rule-based tools. First, the AI strategy (“Maven”) learns from how a listing behaves and will raise your price when you already hold the Featured Offer, which is where the margin is actually recovered. Second, the interface shows you the decision trail: who moved, by how much, and what Aura did in response. Most repricers are black boxes; this one is a glass box.
It also covers Walmart Marketplace, handles FBA versus FBM differently, and includes workflow automations for things like pausing a SKU when stock drops below a threshold.
Pricing (checked 20 October 2026)
Plans are gated by your trailing monthly sales volume, not by listing count. All include unlimited listings and a 14-day free trial.
- Starter: $37/mo, up to $15,000 in monthly sales, 2 marketplaces, 1 user.
- Essential: $77/mo, up to $50,000, 3 marketplaces, 2 users.
- Plus: $157/mo, up to $250,000, 4 marketplaces, 5 users.
- Pro: $237/mo, up to $1,000,000, 6 marketplaces, unlimited users.
Aura advertises an annual discount, but the yearly totals on the pricing page did not match the monthly prices when we checked. Quote the monthly rate and confirm the annual figure in the checkout.
Who it is for
Wholesale, arbitrage, and used-book sellers: anyone who shares listings with other sellers and whose margin lives in the gap between the floor price and the Featured Offer. If you have more than about fifty competitive SKUs, manual repricing is already costing you more than $37 a month in lost sales and lost margin.
Who should skip it
Private-label sellers. If you are the only offer on your listings, there is nothing to reprice against and a repricer is pure cost. The same goes for brand-registered sellers who have cleaned unauthorized resellers off their ASINs.
Our stack
We do not run a repricer. Our listings have no competing offers, which is exactly the situation where you should not pay for one. Aura is here because it is the tool we would recommend to a wholesale seller who asked, based on its pricing model, its transparency, and the fact that its volume-based tiers let a small account start at the bottom.
The honest caveats
Volume-gated pricing cuts both ways: a good month can push you into the next tier. And any repricer is only as safe as the floors you set; the fastest way to lose money with Aura is to leave a minimum price blank.
Bottom line
For competitive listings, Aura is the current default. Start on the 14-day trial with floors set on every SKU before you turn anything on.
Ready to try Aura?