Honest comparison
Apex Applications vs Aura
Aura is a dedicated repricing platform with automation, analytics and integrations, and a seller who wants a focused repricing workflow should evaluate it on its own terms. Apex Gold, which is in beta and included on Pro, is a repricer that sits inside the suite that produced the numbers it prices against: floors computed from your real fees, connected to the purchase orders and P&L those prices feed. Know how Apex Gold moves prices before you compare: Prices change when you run your strategies from Apex. Repricing automatically the moment a competitor changes price is built but not switched on yet.
Read more about Apex Gold, or see what a plan includes, and how the Buy Box is won.
7 days free, then $149 a month, plus tax where applicable. Card required, nothing charged until day 8. Cancel any time before then.
A reseller's week, and who covers it
Filled = does the job · light cells = partly, with the caveat shown · dashed empty cell = not covered, or not verified
| Feature | Apex Applications | Aura |
|---|---|---|
| What it is | Sourcing, purchasing and profit; repricer on Pro (beta) | Dedicated repricing platform |
| Entry price | Pro $299/mo, repricer on every listing (beta) | $47/mo, rising to $97 / $197 / $297Their pricing page |
| Free trial | 7 days, card required | 14 days, no card |
| Repricing automation | Beta, on Pro: prices change when you run your strategies | Included |
| Break-even floors from your own fee data | On Pro (Apex Gold, beta) | Not verified |
| Floors set by ROI, margin or profit goal in bulk | On Pro (Apex Gold, beta) | Not verified |
| Purchase orders and restock planning | Included | Not verified |
| Catalog scanning against the marketplace | Included | Not verified |
| Profit and loss from your own store | Included | Repricing analytics |
| Tier limits | Starter 2,000 listings, up to $10K/mo in revenue; Pro 50,000 and no sales ceiling | Compare tier limits, not entry price alone |
Monthly price, side by side
Lowest of four tiers; check the limits on it
Repricer on every listing (beta). Apex Red by invitation.
Repricing platform
Prices from goaura.com/pricing
The repricer is one tab. The POs it protects and the P&L it feeds are the tabs beside it.
Which one fits you
Choose Aura if…
- Repricing is the one job you are buying software for, and you want a platform built around only that.
- You want to try it without handing over a card first. Aura's trial is 14 days and takes none.
- Its tier limits fit your listing count more cheaply than a suite you would not use.
Choose Apex if…
- You want price floors derived from your own landed costs and fees rather than min/max fields you calculate yourself.
- The prices, the purchase orders and the profit report should be the same system, so a floor and a reorder decision cannot disagree.
- You would rather one subscription covered sourcing, buying, pricing and books than assemble them (pricing is on Pro).
Start a 7-day trial
Repricing is one decision inside a loop: buy, price, restock, bank. Apex runs the loop.
Start my 7-day trial7 days free, then $149 a month, plus tax where applicable. Card required, nothing charged until day 8. Cancel any time before then.
Beginner $49.99/mo, Starter $149/mo, Pro $299/mo (repricer on Pro, beta).
More comparisons on the comparison index.
Competitor prices come from the vendor's own pricing page, linked beside each price. A price we have not rechecked within 90 days is replaced by that link. Other competitor details come from public pages and independent reviews (Aura pricing). Aura changes its features and prices on its own schedule, so check its site for current terms. Apex details come from the Apex app itself. Aura is a trademark of its owner; no affiliation.