Pricing strategy- same item WM and AMZ

Hi, what’s the best pricing strategy if I’m selling the same item on Walmart and Amazon? Do both platforms suppress buybox so the other platform can’t undercut?
Should wm or amz be priced higher than the other?
Any insight appreciated :slight_smile:

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Yes they do. Having an omnichannel approach is the best way to do it.

Walmart seems less likely to block the BB than Amazon but they do warn you when things don’t match.

Walmart even pulls your Amazon ASIN into the backend of your listing which is interesting…

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Do you mean a single “master” listing that posts to each platform simultaneously when you make changes? Personally, I agree, especially if whatever software/app your using to do this can also auto-adjust inventory levels reliably. But perhaps it’s easier if you use Amazon FBA MCF? :thinking:

It does sound like your strategy is to keep the prices the same, correct?

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Hi, I’m not looking for software

Trying to figure out the best pricing strategy so wm and amz aren’t trying to compete on price. Right now I have something on wm $38 with bb, and Amazon it’s suppressed at $28.

If bb is suppressed in either marketplace, does that mean that the other can’t read their price, and compete?
I thought one of the reasons it’s suppressed is so the other marketplace doesn’t try to undercut them
Hope that makes sense
Thanks!!

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Omni-Channel generally refers to a duplicated experience everywhere you sell, so yes - price consistency is important.

It also keeps all the playing fields as level as possible so you can understand trends, churn, and cannibalization (internally and externally) universally for planning.

Customers should expect to see pricing stable for your products universally so it’s available to them, at the same price, wherever they want to shop at that moment.

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Pricing on other platforms is one factor that is used by both websites to determine what is an “appropriate” price, but it is one of several and they are not all weighted the same. On Amazon, and I assume on Walmart as well, there is a hierarchy on which criteria are checked first, and other factors are only checked if the more weighted factors are not available.

There is no hard information available on which factors are checked in which order, but evidence suggests that checking other websites is somewhere around 3rd-4th, after Amazon’s price (if they sell on the ASIN) Brand Owner/Manufacturers price (if they sell on Amazon) as long as they have a sales history at that price, competition’s price with a sales history at that price… I believe list price is also checked before other platforms, but I’m less sure about that one.

In your case, it seems likely that Amazon has suppressed the BuyBox for reason’s other than your price on Walmart.

To answer your question more directly, I don’t hard price match my listings on Walmart and Amazon, but I do keep them within a certain range of each other.

I use a reprice for both platforms that calculates a minimum and maximum price based on my costs for that item and a given profit margin, then reprices within that range based on rules I set up which include how the competition is pricing on that listing. This allows me to compete for the BB for each listing without a race to the bottom, and without staying at the min price if there is no competition. Since my costs are about the same on both Amazon and Walmart, the range in which I reprice is the same on each platform, so the prices on either will never vary too far from each other. In addition to (theoretically) maximizing my profits on each listing by increasing my BB percentage, it helps avoid cross platform BB suppression. The summary point being that prices do not need to be identical to avoid BB suppression on either site.

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thank you for your detailed reply! are you using walmarts repricer?

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I use a third party repricer.

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