Aura
Aura is an advanced Amazon repricer that leverages artificial intelligence to provide real-time repricing strategies for Amazon listings. C...
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What is Aura?
Aura is an AI‑powered repricer designed specifically for Walmart and Amazon sellers who want to automate their pricing while protecting margins and maximizing time in the Buy Box. It acts as a repricing copilot that continuously monitors marketplace conditions, competitor prices, and your own rules to adjust each listing’s price in real time without manual intervention. The platform supports both intuitive built‑in strategies and fully customizable rules so sellers can balance aggressive discounting with profit‑first logic tailored to their product mix.
Key features include AI‑driven pricing strategies that adapt on the fly, automated workflows to handle common scenarios like restocking or clearance, and detailed pricing‑activity logs that show exactly when and why each price changed. Aura also offers bulk uploads via Excel or Sheets, auto‑generated minimum and maximum price limits based on ROI, profit margin, fixed profit, or profit floor, and integrations with tools such as InventoryLab to pull in cost and inventory data automatically. Reporting and exportable data help sellers track performance and refine their overall pricing strategy over time.
Aura is built for Amazon and Walmart FBA/FBM sellers of all sizes, from individual part‑time sellers to scaled operations managing thousands of SKUs. It especially benefits those who want to stop micromanaging prices, reduce time‑wasting adjustments, and simultaneously grow sales and margin. The platform is supported by a dedicated in‑house support team based in Boston and an active global community where users share best practices and troubleshooting tips.
Aura pricing
Pricing model: Freemium
Aura offers a free 14‑day trial with no credit card required. Paid plans start at Starter at $37 per month billed annually at $451, which supports up to $15K in monthly sales across 2 marketplaces and includes 250 AI/Maven listings plus 10 Hyperdrive slots. The Essential plan is $77 per month billed annually at $931, covering up to $50K in monthly sales across 3 marketplaces, 500 AI/Maven listings, and 25 Hyperdrive slots. Plus is $157 per month billed annually at $1,891 for up to $250K in monthly sales across 4 marketplaces, 1,000 AI/Maven listings, and 50 Hyperdrive slots. The Pro plan is $237 per month billed annually at $2,851, supporting up to $1M in monthly sales across 6 marketplaces with unlimited AI/Maven listings and 100 Hyperdrive slots, plus unlimited users and priority support.
Aura pros
- AI‑driven repricing that adjusts in real time
- Supports both Amazon and Walmart marketplaces
- Free 14‑day trial with no credit card required
- Unlimited listings on all paid plans
- Automatic Buy‑Box‑optimized pricing
- Pre‑built and customizable pricing strategies
- Automated workflows for common listing scenarios
- Clear pricing activity log showing why prices changed
- Bulk listing updates via Excel or Sheets uploads
- Auto‑calculated min/max prices based on ROI or profit floor
- Integrations with tools like InventoryLab to import cost data
- Exportable reports for deeper performance analysis
- Priority support tier on higher‑end plans
- Optimized for FBA/FBM sellers on Amazon and Walmart
- Community of Aura users sharing strategies and tips
Aura cons
- No free forever plan, only a 14‑day trial
- Support chat hours are limited to weekdays 9–5 EST
- Higher tiers required for more advanced features and users
- AI‑strategies and Hyperdrive are capped by plan level
- May require learning curve for first‑time repricer users
- No explicit mention of 24/7 live phone support
- Most advanced features are reserved for Plus and Pro plans
- Marketplace limits per plan restrict multi‑country expansion
Frequently asked questions about Aura
What is Aura and what does it do?
Aura is an AI‑powered repricer that automatically adjusts your Amazon and Walmart listing prices in real time to help you win the Buy Box while protecting your margins. It continuously monitors competitor pricing, marketplace conditions, and your own minimum and maximum price limits to optimize each listing’s price without manual intervention. The tool is designed to eliminate constant manual repricing and let sellers focus on inventory, sourcing, and growth instead.
Does Aura support both Amazon and Walmart?
Yes, Aura supports both Amazon and Walmart marketplaces, allowing sellers to manage repricing for listings on both platforms from a single interface. The number of supported marketplaces per month depends on your plan, with Starter covering 2, Essential 3, Plus 4, and Pro up to 6 marketplaces, which can include different country or regional storefronts.
Is there a free plan or trial?
Aura offers a free 14‑day trial with no credit card required, giving sellers full access to core repricing features during the trial period. After the trial ends, users must select and pay for one of the paid plans starting at the Starter tier; there is no permanently free plan mentioned on the pricing page.
How does Aura set my minimum and maximum prices?
Aura lets you define or auto‑calculate minimum and maximum prices using methods such as ROI, profit margin, fixed profit, or profit floor. These rules ensure that repricing stays within your predefined margin targets, so the tool can raise or lower prices based on competition without dropping below your profitability threshold.
What are workflows and how do they help?
Workflows are automated rule sets that trigger specific actions on your listings under defined conditions, such as restocking, low stock, or performance thresholds. This lets you standardize repricing logic across groups of SKUs, for example lowering prices when inventory runs low or reverting to a higher price when stock replenishes, without touching each listing manually.
Can I update many listings at once?
Yes, Aura supports bulk uploads using Excel or Sheets, allowing you to import and update pricing, rules, or listing data for large catalog segments in a single operation. This is useful when you want to apply new strategies or corrections across hundreds or thousands of SKUs faster than adjusting each one individually in the interface.
How can I see what changed and why?
Aura provides a pricing activity log that records every price change on your account, including when it happened, what the previous price was, and the underlying reason such as a competitor move or rule trigger. This transparency helps you audit performance, troubleshoot unexpected behavior, and refine your strategy over time.
Does Aura integrate with other seller tools?
Aura integrates with external tools like InventoryLab so you can automatically import cost and inventory data into your repricing rules. By syncing real cost data from these platforms, Aura can ensure your minimum and maximum prices and profit‑based rules reflect up‑to‑date costs, improving the accuracy of your repricing logic.
What kind of support does Aura offer?
Aura offers in‑house support based in Boston, with live chat available Monday through Friday from 9 AM to 5 PM Eastern Time. In addition, users can engage with an active global community of Aura sellers who share strategies and assist each other 24/7, and higher‑tier plans include priority support with faster response times.
Who is Aura best suited for?
Aura is designed for Amazon and Walmart FBA/FBM sellers who want to automate pricing but retain control over their margin and strategy. It is particularly helpful for sellers managing multiple SKUs, those who struggle with time‑consuming manual repricing, and businesses looking to scale sales and profit while reducing the operational overhead of constantly monitoring prices.