Verdict: Informed Repricer is a repricer for Amazon and Walmart sellers that costs $99 a month on Launch (under $5K monthly revenue), $199 on Professional and from $499 on Enterprise, according to its pricing page, with every strategy on every plan and no charge per SKU. It is a strong pick for resellers on busy shared listings who want flat pricing and fast reactions to competitors.
Best for: wholesale, arbitrage and multi-channel sellers with growing catalogs on Amazon and Walmart. Look elsewhere if: you want a yearly discount, a cheaper entry plan, or alerts about listings you don’t sell on.
This Informed Repricer review covers pricing, plan limits, speed, Walmart support, the free trial and how it compares with Aura, BQool and Seller Snap. Every Informed fact comes from its own pricing page, help center and Pulse changelog, read on November 4, 2026, and the product screenshots are Informed’s own.
Disclosure: SellerSonar publishes this review. SellerSonar sends Buy Box and price alerts but does not reprice, so it competes with Informed only on monitoring; we say where Informed is the better choice and link every fact to Informed’s own pages.
What is Informed Repricer?
Informed Repricer is automated repricing software: you set a minimum and maximum price, pick a strategy, and it changes your offer price on Amazon or Walmart as competitors move. It runs on your own seller account, so you connect Seller Central or Walmart Seller Center first.
The company behind it is Informed Software Inc., per the footer of informedrepricer.com. The product used to be sold as Informed.co: an archived January 2023 home page is titled “Informed.co | Automated Repricer”, and informed.co now redirects to informedrepricer.com. We found no acquisition or ownership change on Informed’s own pages.
Its marketing claims “15+ years of repricing experience” and says “40,000+ Amazon and Walmart sellers rely on” it, according to the home page. The support article Why we don’t have a phone number describes “a small team that supports thousands of customers”, based in the US Eastern time zone.
Informed Repricer pricing at a glance
According to Informed Repricer’s pricing page, there are three plans, all billed monthly, and the page shows no yearly price:
| Plan | Price per month | Who it is for | What is limited |
|---|---|---|---|
| Launch | $99 | Sellers under $5K monthly revenue | One sub-user, no paid add-ons, no Strategy Automation |
| Professional | $199 | Most professional sellers | Add-ons cost extra |
| Enterprise | From $499 | Large sellers, agencies, teams | Quote only; “All add-ons and unlimited stores” |
The pricing page promises: “We’ll never take a chunk of your sales or charge you for something arbitrary like how many items you have or how much revenue you make.” Above Launch, your bill does not grow with your catalog.
Informed Repricer add-ons
The add-ons are where the bill can grow. Per the same pricing page:
- Overdrive, $29 a month: 1-second repricing for up to 100 selected listings.
- Overdrive Pro, $49 a month: up to 500 selected listings.
- Additional Stores, $49 a month: a second seller account on the same marketplace, such as two Amazon US accounts.
- Business Repricing, $49 a month: strategies for Amazon Business and Walmart Business.
- Priority Support, $49 a month, per Informed’s pricing page.
One seller account on several marketplaces is free, according to the FAQ: a US, a Mexico and a Spain account on Amazon are all covered by the normal plan. A Professional seller who adds Overdrive Pro and Business Repricing pays $297 a month, by our math from the listed prices.
What changed at Informed in 2026
These dates come from Informed’s Pulse changelog:
- April 21: Competitive Landscape, a view of every offer on a listing, plus Buy Box strategy updates.
- June 1: a repricing engine update that sends price updates to Amazon more often.
- June 18: “Walmart is back”: direct API access to Walmart pricing data was restored.
- July 7 and 13: a Profit Calculator, then Walmart Business support through the Business Repricing add-on.
- September 21 and October 5: an MCP server for ChatGPT, Claude and other AI agents, then write tools that can change listing costs, min and max prices.
- October 5: Overdrive, the paid 1-second lane.
The pricing model changed earlier. An archived copy of the pricing page from April 16, 2024 shows four plans priced by revenue, from $149 a month up to $25K monthly revenue to $899 up to $1M.
Today’s flat Professional plan replaced those tiers, so sellers above $25K in monthly revenue now pay less than in 2024, while sellers between $5K and $25K pay $50 more, according to the two pages.
Informed Repricer free trial
The trial lasts 14 days and needs no credit card, according to the pricing FAQ, and it includes every feature and “all add-ons”. Your data and listings stay in place if you subscribe afterward.
There are no setup fees or contracts. Informed calls itself “a pay-as-you-go service” billed month to month that you can cancel at any time.
💡 Expert Tip: Because the trial includes Overdrive, run it on your 20 most contested listings first and compare their Buy Box share with the rest of the catalog. That tells you whether the add-on earns its fee before you pay for it.
How fast is Informed Repricer?
Two speeds apply. Standard repricing, per the pricing FAQ: “We send price changes to the marketplace in the next batch feed after a price is computed, this takes 90 – 120 seconds.” With Overdrive, the same FAQ promises “1 second end-to-end repricing”.
Read the 1-second claim carefully. Informed’s Overdrive help article says the dashboard timing runs from the offer change Amazon reports to the moment Informed submits the new price, and “It does not measure when the new price becomes visible on Amazon.”
Overdrive covers 100 listings across all stores, while Overdrive Pro allows 500 per store, per the same article. Price changes outside Overdrive still go through the standard batch.
Does Informed Repricer support Walmart?
Yes. Informed reprices on Walmart Marketplace and 21 Amazon marketplaces, according to its pricing FAQ, and it added Walmart Business in July 2026.
Informed’s Walmart repricing guide says Buy Box strategies can reprice “every 30 minutes”, while strategies that target the lowest offer wait for a new offer report. Only Get the Buy Box, Compete with lowest price and Build Your Own work there.
The Walmart API limitations article lists what is missing: Optimal Price and Private Label strategies don’t reprice Walmart listings, and because Walmart sends no fee data, profit-based min and max prices and profit analytics are unavailable.
What Informed Repricer does well
Strategies for every listing type
Informed offers six strategy types in its app: Get the Buy Box, Optimal Price, Private Label, Compete with Featured Merchants, Compete with Lowest Price and Build Your Own.
The Optimal Price and Private Label strategies price listings with little or no competition, which many Buy Box-only repricers can’t. Min and max prices can be calculated from your costs, fees and a target margin.
Raising the price while you hold the Buy Box
Most repricers only cut prices. Informed’s Raise the Buy Box Price feature lifts your price while you win the Buy Box, and Smart Price Reset raises the price during your lowest-sales hours to “reset” the listing, according to its Amazon repricer page.
Seeing every competing offer
Competitive Landscape shows every seller on a listing with fulfillment, price, Buy Box status, seller rating and ship-from location, per Informed’s Competitive Landscape article.
It also shows Amazon’s Competitive Price Threshold (CPT). Per Informed’s CPT article, an offer priced above it “may be ineligible for the Buy Box”, and Get the Buy Box uses it automatically.
An activity timeline that explains each price
Each listing has an activity timeline with price changes, Buy Box Won and Lost events and sales, and a “Why this price?” panel that names the competitor it reacted to.
It answers “why did my price drop?” in one click.
MCP and integrations
The MCP server is “included with every plan at no additional cost”, according to Pulse. Informed also syncs costs and prices with tools such as InventoryLab and Sellercloud, and it has a public API.
Where Informed Repricer falls short
- No yearly discount and a $99 floor. Launch is the only plan under $199, and it ends once you pass $5K in monthly revenue, per the pricing FAQ.
- The fast lane costs extra. Standard changes take 90 to 120 seconds; the 1-second lane is a $29 or $49 add-on for selected listings, per the pricing page.
- Walmart is a reduced version. Fewer strategies, 30-minute repricing cycles and no profit data, per its own help articles.
- Alerts are narrow. Per its Notifications article, you can follow listings entering or leaving a saved view, plus new and cancelled orders, and notifications “must be enabled for your account” first.
- Your listings only. In our reading of its help center, it sees competitors on listings where you have an offer, not a competitor’s own catalog.
- Its comparison pages are dated. Its Informed vs Seller Snap page says Seller Snap “Plans start at $500/month” and doesn’t support Walmart, while Seller Snap’s pricing page lists Starter at $100 a month billed yearly and Walmart from Accelerator.
🎯 Pro Insight: A saved view such as “not in the Buy Box” plus an Entered notification gets you close to a Buy Box lost alert inside Informed. It only covers listings you sell on, and it reports view membership, not who took the Buy Box.
Informed vs Aura, BQool and Seller Snap
Prices below are from each vendor’s pricing page on November 4, 2026; the full field is in our best Amazon repricers comparison.
| Repricer | Entry price | What caps you | Walmart | Fast lane | Trial |
|---|---|---|---|---|---|
| Informed Repricer | $99 (under $5K revenue), then $199 | Add-ons, not SKUs | Yes | Overdrive, 1 second, $29 to $49 | 14 days, no card |
| Aura | $37 yearly, $47 monthly | $15K monthly sales, 250 AI listings | Yes | Hyperdrive, under 10 seconds | 14 days, no card |
| BQool | $22.50 yearly, $25 monthly | Listings per marketplace region | No | – | 14 days, no card |
| Seller Snap | $100 yearly (Starter) | 1,000 SKUs, $15K revenue | From Accelerator | – | 15 days, no card |
Informed vs Aura: Aura’s pricing page starts lower and gives unlimited listings, but plans step up with monthly sales. Informed costs more at the start and stays flat as you grow.
Informed vs BQool: according to BQool’s pricing page, Repricing Central is Amazon only and each marketplace region is billed separately. BQool is cheaper for one region; Informed covers several marketplaces and Walmart on one plan.
Informed vs Seller Snap: Seller Snap’s Starter costs $100 a month paid yearly with a 1,000-SKU and $15K revenue cap, according to Seller Snap’s pricing page. Its game-theory AI suits busy listings; Informed suits sellers who want no SKU or revenue caps.
Informed Repricer alternatives
If Informed doesn’t fit, look at these:
- Aura for a cheaper start with unlimited listings. See our Aura repricer alternatives guide.
- Seller Snap for AI on busy shared listings. See Seller Snap pricing.
- BQool for the lowest price on one Amazon region. See our BQool review.
- Amazon Automate Pricing, free with the $39.99 Professional selling plan, according to Amazon’s Automate Pricing page, for small catalogs with few competitors.
Is Informed Repricer worth it?
| Your situation | Our take |
|---|---|
| Reseller on busy shared listings, growing catalog | Worth it. Flat price, no SKU cap, raise-the-price logic and the Overdrive option. |
| Amazon plus Walmart seller | Good fit, but expect fewer strategies and slower cycles on Walmart. |
| New seller under $5K a month | Launch at $99 is fair, though Amazon’s free tool may be enough at first. |
| Private label brand, no other sellers | Possible with Optimal Price or Private Label strategies; a repricer matters less here. |
| Small catalog, one region, tight budget | Cheaper options exist (BQool, Aura Starter). |
| Brand fighting hijackers | A repricer reacts to them but doesn’t alert you. Add a monitoring tool. |
Informed Repricer pros and cons
All of these points come from Informed’s own pricing page and help center.
Pros: every strategy on every plan; no SKU or revenue charges above Launch; 21 Amazon marketplaces plus Walmart; strategies for listings with no competition; it raises prices in the Buy Box; clear activity timeline; MCP included; 14-day trial with no card.
Cons: no yearly discount; the 1-second lane is a paid add-on for a few hundred listings; Walmart repricing is limited; notifications cover saved views and orders only; its own comparison pages quote stale competitor prices.
When a monitoring tool makes more sense
A repricer answers “what price should I charge now?” It doesn’t tell you a new seller joined your listing, that a competitor changed its title, or what happened on ASINs you don’t sell. That is a monitoring job.
According to SellerSonar’s product documentation, it watches any ASIN on 23 Amazon marketplaces without a Seller Central connection. Its Buy Box and Pricing alerts cover Seller appeared, Seller removed, Seller’s price changed, Buy Box Won and Buy Box Lost, which shows who took the Buy Box and at what price.
Seller price-change alerts are on every plan; Buy Box Won and Lost alerts start on Premium, per SellerSonar’s plans page. Premium costs $39.98 a month billed yearly with 300 ASINs and checks every 2 hours; Business costs $74.98 with hourly checks.
The Buy Box Tracker shows each seller’s share of the Buy Box day by day, on competitors’ listings too.
SellerSonar does not reprice, and it has no strategies, min and max prices or Walmart support. It works next to Informed, not instead of it: Buy Box and pricing alerts explain the moments a repricer reacts to, and content change alerts catch listing edits a repricer never sees.
📌 From Our Experience: In SellerSonar, pick your own Seller ID per marketplace before you turn on Buy Box Won and Lost alerts. Without it, the app can’t tell which offer is yours.
Final Expert Recommendations:
Try Informed Repricer if you resell on busy shared listings, sell on Amazon and Walmart, and want one flat price that doesn’t rise with your catalog; use the 14-day trial to test Overdrive on your most contested ASINs. If you’re under $5K a month with few competitors, start with Amazon’s free tool or a cheaper repricer. Either way, add alerts for Buy Box, seller and listing changes, because a repricer changes prices but won’t tell you why your listing changed.
Start your free 14-day SellerSonar trial and see what’s happening on your listings today.
Related: Amazon repricing software guide · How to win the Buy Box · What is the Amazon Buy Box · sellerboard pricing
