Looking for an Aura alternative?
Repricing that knows what each unit cost you
Apex Gold works out every listing's break-even from your landed cost and Amazon's fees, so a price never goes under it. Then it prices against the Buy Box with the strategy you pick.
7 days free, then $299 a month, plus tax where applicable. Card required, nothing charged until day 8. Cancel any time before then.
- A break-even floor on every listing, from your own costs and fees
- Buy Box, profit, ROI and Buy Box share beside every price
- The repricer is part of the Pro plan. In beta.
- under the cheapest rival, never below your floor
- 1¢
- under the cheapest rival, never below your floor
- the repricer is part of the Pro plan
- Pro
- the repricer is part of the Pro plan
- free, card first, cancel any time
- 7 days
- free, card first, cancel any time
Sound familiar?
A rival drops 3 cents and takes the Buy Box.
With Apex: Run your strategies and Apex prices a cent under them, never below your floor.
Your repricer raced someone to the bottom and sold at a loss.
With Apex: Every floor is break-even, from your real cost and Amazon's fees.
You hold the Buy Box and you're still leaving money on the table.
With Apex: While you own it, Apex can raise toward the next rival.
How it works
- 01
Your costs set the floor
Costs come from your purchase orders or what you type in. Apex adds Amazon's referral and fulfillment fees and sets each floor at break-even, or at the ROI you choose.
- 02
Pick how each listing competes
Hold the Buy Box, raise while you own it, or go a cent under the cheapest rival, never below the floor. Or build a strategy of your own.
- 03
Run your strategies
Prices change when you run your strategies from Apex. Repricing automatically the moment a competitor changes price is built but not switched on yet. Every decision is logged with the reason, so you can see why a price moved.
7 days free, then $299 a month, plus tax where applicable. Card required, nothing charged until day 8. Cancel any time before then.
Everything in your trial
Apex Gold repricer
Break-even floors on every listing, and strategies you pick. Part of Pro, in beta.
Purchase orders and P&L
The costs your floors are built on come from the orders you place.
Apex University
The step-by-step wholesale course that comes with every account.
Wholesale distributors to contact
Every subscription, trial included, opens 3 US wholesale distributors from the Distributor Vault when it starts and 3 more each month.
Apex for Amazon Sellers, the Chrome extension
Profit and sales on every Amazon page, yours when you finish Apex University.
7 days
free, card first, cancel any time
Straight talk: The repricer is in beta. Prices move when you run your strategies. Moving the moment a rival does is built, but not switched on yet.
7 days free, then $299 a month, plus tax where applicable. Card required, nothing charged until day 8. Cancel any time before then.
Honest comparison
Apex Applications vs Aura, compared honestly
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.
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 4,000 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
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).
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.
Price above break-even, every time.
Try it on your own store for 7 days. If it doesn't earn its place, cancel before day 8.
7 days free, then $299 a month, plus tax where applicable. Card required, nothing charged until day 8. Cancel any time before then.