Mercent launched a tool that enables merchants to automatically publish optimized product pricing and merchandising offers on Amazon and other third-party online shopping channels. The tool automatically monitors competitive pricing and adjusts sellers' product prices based on pre-set rules. Available initially on Amazon.com, it can help merchants win the Amazon Buy Box.

The Mercent Retail Price Optimization Engine is available to subscribers of the Mercent Retail Marketplace online channel management platform. Merchants can set their catalog to automatically adjust product prices based on targeted, rules-based criteria including a merchant's profitability, inventory, efficiency, merchandising programs and sales goals.

Mercent CEO Eric Best said customers had been asking for the re-pricing capability. "We have unique features and benefits in our approach," he said. "It's automatic and scalable and gives customers tremendous control over their merchandising offers." Mr. Best said that while price is key, some of the other offer variables include shipping offers, competitiveness of the offer with regard to availability, and seller ratings.

Mercent's Price Optimization Engine uses rules that allow merchants to comply with supplier minimum advertised prices (MAP). It also allows merchants to increase pricing in cases where competitive presence and pressures are low, and it offers support for Fulfillment by Amazon inventory repricing.