Choose exactly who you compete with —
and exactly how
Every listing gets a rule you can read in one sentence: "Beat the Buy Box by $0.05, but ignore seller-shipped offers and never go below my margin floor." Pick the target, pick the action, set the guardrails. Lumi executes it around the clock.
1 · Pick your target
Compete with the Buy Box
Target the offer that actually owns the Buy Box — not whoever happens to be cheapest. On most listings this is the rule that wins sales without giving away margin to irrelevant offers.
Compete with the lowest price
Classic lowest-offer targeting, computed on landed price (item + shipping) so a "cheap" offer with $8 shipping never drags you down.
Compete by fulfillment type
Compete only against your real rivals: WFS/FBA offers only, seller-shipped only, or same-fulfillment-as-you. A WFS seller shouldn't chase a slow seller-shipped price — and with Lumi, it won't.
2 · Pick your action
Beat by amount or percent
Undercut your target by a fixed amount ($0.01–$X) or a percentage — per SKU, per category, or store-wide.
Match
Price exactly at your target and let fulfillment speed, rating, and Buy Box factors decide — often the smartest move for WFS/FBA sellers, who can win at equal price.
Stay above
Hold a set amount or percent above the target — for premium positioning, MAP-sensitive brands, or listings where you'd rather protect margin than chase every sale.
3 · Filter out noise
Exclude sellers
Ignore specific sellers by name — the dumper you refuse to follow, or your own second store. Their prices simply stop existing for your rule.
Rating & condition filters
Ignore offers from sellers below a feedback threshold and offers in a different condition — a 72%-rating seller's price shouldn't set yours.
Availability-aware
Out-of-stock and back-ordered offers are excluded automatically — and when a competitor stocks out, Lumi treats it as the opportunity it is and repriced up.
4 · Decide what happens when you win
Won the Buy Box? Climb.
Holding the Buy Box with room to spare is money left on the table. Lumi steps your price up toward the runner-up while you keep winning.
Alone on the listing? Go to ceiling.
When you're the only offer — or every rival is filtered out or stocked out — Lumi raises toward your max price instead of sitting at a competitive price nobody is competing for.
Guardrails always apply
Min/max prices, MAP, and fee-aware margin floors bound every rule and every strategy. No automation ever breaks your minimum.
The Northlight Engine™
Then let the strategies make the rules smarter
The targeting rules above are table stakes — every serious repricer needs them, and Lumi covers them all. What the rules can't do is know when following is pointless. That's what Lumi's research-backed strategies add on top.
Strategy 01
SpiralGuard™ — stop feeding the price war
Academic studies of marketplace algorithmic pricing document a familiar pattern: automated repricers undercut each other in a loop until prices hit the floor — then someone resets high and the cycle starts again. Economists have modeled these price cycles since the 1980s. Most repricing tools don't just suffer from this pattern — they cause it.
- Detects the spiral before it eats your margin. SpiralGuard recognizes undercut loops on each listing — how many sellers are cutting, how fast, and how far from the floor.
- Knows when following is pointless. When a spiral is on, winning the Buy Box for pennies less means selling your inventory at the worst possible moment. SpiralGuard holds your position and preserves your stock for the recovery.
- Times the reset. When the cycle breaks and prices jump back up, SpiralGuard moves early — recapturing the Buy Box at recovered prices instead of being the last seller stuck at the floor.
The economics: Maskin & Tirole, "A Theory of Dynamic Oligopoly II" (Econometrica, 1988) modeled these price cycles; Chen, Mislove & Wilson (WWW 2016) documented the same undercut-and-reset pattern in an empirical analysis of algorithmic pricing on Amazon Marketplace. SpiralGuard makes unilateral decisions from your own rules, costs, and public market data — it never coordinates with, or signals to, other sellers.
Strategy 02
Demand Windows™ — price for the hour, not the average day
Shoppers don't buy evenly around the clock, and your competitors don't compete evenly either — sellers stock out, pause, and reprice on schedules. A single all-day price is a compromise that's wrong most of the time. Demand Windows applies the same revenue-management thinking airlines and hotels have used for decades to your marketplace catalog.
- Finds your windows. Lumi learns when each listing actually converts and when competitive pressure drops — overnight stockouts, weekend surges, slow Tuesday afternoons.
- Prices each window differently. Hold price and capture margin when demand is strong or competitors are absent; compete harder only in the windows where it actually moves units.
- Catches what flat repricers miss. When a rival goes out of stock at 2 am, Lumi steps your price up while you're the best offer standing — and steps back before the morning competition returns.
The economics: dynamic pricing under time-varying demand traces to Gallego & van Ryzin (Management Science, 1994) — the revenue-management lineage behind airline and hotel pricing. Industry data shows e-commerce conversion rates varying up to 3× between morning peaks and overnight hours. Your floors and ceilings always apply — Demand Windows moves within the guardrails you set.
Repricing engine
Continuous repricing
Prices update as the market moves — competitor changes, Buy Box rotations, and stockouts trigger immediate recalculation across your catalog.
Buy Box–aware positioning
Lumi models fulfillment type (WFS/FBA vs seller-shipped), rating, and shipping speed — so you can hold the Buy Box above the lowest offer, not $0.01 below it.
Fee-aware floors & ceilings
Enter unit cost once — Lumi estimates referral fees and fulfillment costs and computes a true breakeven, so your floor protects real margin, not list price.
Preview Mode
Run any rule or strategy in simulation first: see every price change Lumi would make against live market data — before a single price goes live. Switch on per SKU or store-wide.
Every decision explained
Each price change is logged with its reason — the rule, the target it reacted to, and the guardrail that bounded it. Audit your pricing like a bank statement.
Reprice up, automatically
When competition thins or a rival stocks out, every strategy climbs back toward your ceiling. Down is easy — up is where the margin is.
Visibility & analytics
Competitor analysis
The full offer landscape per listing — every seller, price, and fulfillment type, with history. Know who you're actually competing with.
Profit & margin analytics
Margin after fees per SKU, Buy Box share over time, and "margin recovered vs follow-the-lowest" — the number that shows what Lumi is earning you.
Alerts & scheduled reports
Buy Box lost, spiral detected, SKU at floor, competitor out of stock — by email. Weekly margin report summarizes the whole store.
Operations at catalog scale
Bulk tools & CSV
Import costs, floors, and rule assignments for thousands of SKUs in one upload. Export any view — catalog, events, price history — back to CSV.
Multi-store & multi-marketplace
Walmart and Amazon stores side by side in one account, with per-store rules and combined reporting. Built Walmart-first — see Lumi for Walmart.
Official APIs & data protection
Walmart Marketplace API and Amazon SP-API with seller-authorized OAuth only. Encrypted in transit and at rest, strict per-seller isolation. Privacy Policy.
No signup needed — the demo is open.