Prime eligibility. A Prime-eligible offer wins more often and supports higher prices. That advantage is measured and priced in.
Amazon FBA/FBM
Price FBA and FBM
as one system
Prime and non-Prime buyers see different Buy Boxes.
The Amazon FBA/FBM strategy prices each of your offers to the Buy Box it can actually win, so your listings cover both segments instead of undercutting each other.
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The problem
One price for two Buy Boxes
loses both
FBA and FBM do not compete on equal terms.
Pricing them identically ignores that.
- Reason 1
FBM cannot win a Prime price war
A Prime-eligible offer wins the Buy Box up to twice as often, and at higher prices. Chasing it downward with an FBM listing burns margin without winning the segment.
- Reason 2
Your own listings undercut each other
When your FBA and FBM offers on the same ASIN are priced independently, your cheapest listing competes with your most profitable one.
- Reason 3
Costs differ per fulfillment path
FBA fees and FBM shipping make the same item price yield different margins. One shared price rule always misprices one side.
How it works
Each offer priced to the Buy Box it can win
Read the segments
Amazon awards the Buy Box per segment: Prime and non-Prime buyers see different winners, and product conditions split it further.
Multiply maps which Buy Box each of your offers competes for, and reads the competition inside that segment in real time.
Objective
Know the Buy Box each offer can win
Coordinate your offers
Prices are set so your offers complement each other. Your FBA listing targets the Prime Buy Box; your FBM listing competes with non-Prime sellers instead of chasing Prime prices down.
When several of your offers show strong potential, the algorithm competes in several Buy Box contexts at once. When one clearly leads, it concentrates there.
Objective
Cover both segments without undercutting yourself
Price to true margins
FBA fees and FBM shipping costs differ, so the same item price earns different margins. Every price respects its offer's real cost base.
As competition shifts between segments, prices adjust continuously, each inside its own floors.
Objective
Hold real margins on every fulfillment path
Insight
Amazon runs more than one Buy Box per product
Prime and non-Prime buyers see different winners. Multiply prices your offers so both segments are yours.
Download the playbookPrime customer sees this Buy Box. You win this segment with faster shipping and a good pricing strategy.
Non-Prime customer sees this Buy Box. You win this segment with competitive pricing.
Strategic Choice: Reprice to win the Buy Box most relevant and profitable to you, or reprice to win both.
Different customers see different Buy Box winners based on their membership status.
Insight
What decides each Buy Box
Four signals, read per offer.
Fulfillment costs. FBA fees and FBM shipping are taken into consideration, so each offer competes on its real margin.
“Multiply clearly stands out from the other repricers we tested. The automatic adjustment system, with no rules to configure, works wonderfully: it reads the market in real time and optimizes prices intelligently.”
Théo Tissier, Senea
Segment competition. Each offer is measured against the sellers it actually competes with, not against the whole listing.
Offer coverage. Focusing on the strongest variant or competing across several Buy Boxes is decided by measured potential, not habit.
A concrete example
What actually happens
The same ASIN, one FBA offer and one FBM offer, priced as a pair.
Why it works
Why this strategyoutperforms
More than 80% of Amazon sales go through the Buy Box, and Amazon segments it by fulfillment and membership. Pricing each segment on its own terms wins more of them.
Your offers on an ASIN stop racing each other down. Each one targets the Buy Box it can win, and every sale lands on the best available margin.
Prime-eligible offers win up to twice as often, at higher prices. The algorithm converts that advantage into margin instead of leaving it unpriced.
“Wow. Multiply has increased my Buy Box wins to 80%, increased sales by 32% and improved my margins where I have no competition. We have 47,097 products on Amazon, and it was impossible to track it all properly without Multiply.”
Mike Wright, Electrical Accessories
Measurable results,
not promises.
+32% sales. 80% Buy Box wins. €7,000 in extra
revenue for €1,300 invested. Numbers from real
sellers, on real catalogs.
Why use Multiply
Why run this strategy on Multiply
Segments read natively
Each offer is priced to the Buy Box it actually competes for. Prime, non-Prime, new or used, every segment is measured on its own terms.
Automatic adjustments
Segment competition moves all day. Multiply repositions each offer continuously, with no manual coordination.
Built for scale
One logic, your whole catalog. Multiply executes the strategy consistently across all your ASINs, with no operational overhead.
Integration
This strategy runs on Amazon and on many other marketplaces
Marketplaces with their own fulfillment programs get the same segment-aware logic. Multiply supports 130+ of them.
See all our integrations
Win both Buy Boxes
at the right price
Start optimizing your prices today.
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Strategy
You have questions?
We have answers.
No. With a single offer, Multiply focuses it on the segment it can win: Prime pricing for a Prime-eligible offer, the sharpest non-Prime comparison otherwise.
No. FBM offers take Prime listings into account when judging competitiveness, but they never cut just to chase a Prime Buy Box. They compete with comparable non-Prime offers.
Each offer's real costs feed its margin calculation. The same item price yields different margins per fulfillment path, and the algorithm prices each accordingly.
Condition works like fulfillment: each condition competes in its own segment, priced within its own tier, so your refurbished offer never undercuts your new one.
Yes. You set minimum margins, floors and exceptions per offer and per channel. The algorithm operates strictly inside them.
Yes. Kaufland, BackMarket and other marketplaces segment offers by fulfillment or condition too. Multiply applies the same segment-aware logic there.
