B&Q Marketplace
Tesco Marketplace
The Range Marketplace
Argos MarketplaceA Mirakl repricer is software that changes your offer prices on Mirakl marketplaces such as B&Q, Tesco, The Range and Argos in response to rivals' prices. It connects with your shop's Mirakl API key, compares your price with every live competing offer, and sets a new price within the minimum, maximum and margin limits you choose.
Key takeaways
- Repricing on Mirakl is about the PayBox: the cheapest live offer on a shared product takes most of the sales.
- Good repricing raises prices as often as it cuts them, to just below the next seller.
- Every price should stay inside your min, max and break-even after the marketplace's commission.
- A repricer without competitor history and stock context can start or feed a price war.
- Check that a tool connects through each marketplace's own Mirakl API and lets you approve changes.
What is a Mirakl repricer?
Mirakl is the platform behind many retailer marketplaces, including B&Q, Tesco, The Range and Argos in the UK. The retailer runs the marketplace; you, the seller, set your own prices. You can change them by hand in the seller portal, or connect a tool through the marketplace's Mirakl API with your shop's API key.
A repricer is a tool that does the second job for you. It reads the competing offers on each of your products, decides what your price should be by a rule you've set, and sends the new price to Mirakl. On a catalogue of a few dozen products, checking by hand works. On hundreds or thousands, across more than one marketplace, it doesn't.
How does repricing work on a Mirakl marketplace?
Each product on a Mirakl marketplace has one page, and any approved seller can add an offer to it. The PayBox, the offer a shopper buys from when they click to buy, goes to the cheapest live offer. That makes price the main lever, and makes repricing a loop:
- Read the market. Pull every live offer on each of your products, with the seller and price.
- Decide the price. Apply your rule: win the PayBox, hold it at a better margin, or leave the price alone.
- Check the limits. Make sure the new price is between your min and max, and above break-even after commission.
- Send it. Update the offer price through the Mirakl API.
- Check it worked. Read the offer back, confirm the price and whether you now hold the PayBox, then repeat as rivals react.
How quickly the loop turns depends on how often competitor offers are read. A repricer can't react to a rival it hasn't seen yet, so the refresh rate matters as much as the rules.
Which repricing strategies work on Mirakl marketplaces?
Most repricing rules are a version of one of these:
| Strategy | What it does | When to use it | Watch out for |
|---|---|---|---|
| Beat the cheapest | Prices 1p below the cheapest live rival | You've lost the PayBox and have margin to spare | Rivals with the same rule: a race to your floor |
| Match the cheapest | Prices level with the cheapest rival | You'd rather share than start a price war | Joint cheapest doesn't guarantee the sale |
| Raise to just below the next seller | Lifts your price to 1p under the next offer | You hold the PayBox by more than you need | The next seller dropping their price |
| Test a small raise | Adds a few per cent where you're the only seller | No one else offers the product | A new rival arriving at your old price |
| Hold | Leaves the price as it is | Winning would mean selling below break-even | Lost sales, so look at cost and delivery instead |
The first two rules are what most people picture when they hear "repricer". The third and fourth are where the profit usually is. Holding the PayBox at £4 under the next seller gives away £4 on every order you'd have won anyway.
Why can a repricer move quickly in the wrong direction?
A repricer is only as good as what it can see. Rules that look at the current cheapest price and nothing else make predictable mistakes:
- Price wars. Two sellers with "beat the cheapest" rules take turns undercutting each other until both hit their floors. Neither wins more sales; both earn less on every order.
- Chasing rivals who can't deliver. A cheaper rival who keeps running out of stock may hand the PayBox back on their own. Without history, a repricer cuts your price anyway.
- Margin before commission. A floor set on cost alone, without the marketplace's commission, lets the repricer sell at a loss while looking profitable.
- Missing new rivals. On newer marketplaces such as Tesco and Argos, new sellers are still arriving. A rule set for last month's competition may not fit this month's.
That's why pricing should follow from intelligence, not replace it: know who you're competing with, how they've behaved and what each sale earns you, then let rules act inside those limits.
Worked example (illustrative figures, ignoring VAT and delivery). You sell a garden bench at £129.99 and hold the PayBox. The next seller is at £139.00. A beat-the-cheapest rule does nothing, because you're already cheapest. A raise-to-just-below rule moves you to £138.99 and you keep the PayBox, earning £9.00 more on every sale. At 40 sales a month that's £360 a month from one product, without losing a single order to a rival.
What should you look for in a Mirakl repricing tool?
- A direct Mirakl connection. It should connect through each marketplace's own Mirakl API with your shop's API key, so you never share your seller portal password.
- Every rival, live offers only. It should find every seller on your products, not just the ones you name, and ignore offers that are out of stock or switched off.
- Floors that include commission. Your min, max and break-even after the marketplace's commission should be checked before any price is sent.
- A fresh check before sending. Prices move between scans, so the tool should re-read the live offer and run its checks again just before it sends.
- Control over what's sent. You should be able to see each proposed change and why, and approve it, before anything reaches the marketplace.
- History. Price and PayBox history per product shows when a rival arrived and how they behave, so you know when to wait.
- More than one marketplace. If you sell on B&Q and Tesco, you want the same products and rivals side by side, with each marketplace's own commission.
Does repricing differ between B&Q, Tesco, The Range and Argos?
The mechanics are the same on all four, because all four run on Mirakl and award the PayBox to the cheapest live offer. What changes is how far you can afford to move, and how fast the competition is changing:
| Marketplace | Commission | What it means for repricing |
|---|---|---|
| B&Q (diy.com) | By category, agreed when you join | Launched in 2022, the longest-running of the four on Mirakl. Rivals on popular products may already be in place, so test raises where you hold the PayBox. |
| Tesco | By category, confirmed when you're approved | Moved onto Mirakl in late 2025 and sellers are still arriving. Watch for new rivals. |
| The Range (Range Plus) | By category | Moved onto Mirakl in 2026, with value-led shoppers, so price and delivery both matter. |
| Argos | Set in each seller's contract | Launched in 2026 with Trusted Sellers added in stages, so competition on a product can change quickly. |
Because commission differs by marketplace and category, the same product can have a different break-even on each marketplace. A floor copied from one marketplace to another can be wrong.
How PriceSynergy handles repricing on Mirakl
PriceSynergy is a Marketplace Intelligence Platform, with repricing as one application of that intelligence. It connects through each marketplace's Mirakl API, compares your price with every rival's live offer, and keeps 90 days of price and PayBox history per product. It finds products you can raise to just below the next seller and catches prices selling at a loss, using the commission on your own order lines.
Pricing rules show every change they would make and why, within your min, max and break-even. On Growth and Scale you can send a price to Mirakl from any product, or move a whole selection to its min or max in one batch. Before each one is sent, the live offer is read again and every check runs once more. See margin-safe pricing, how PayBox tracking works or plans and pricing.
Questions sellers ask
Does Mirakl have its own repricer?
Mirakl provides the marketplace platform and the seller API that retailers like B&Q, Tesco, The Range and Argos run on. Sellers set their own prices, either by hand in the seller portal or with a tool connected through the API with their shop's key.
Can I use a repricer on B&Q Marketplace?
Yes. Tools connect through B&Q's Mirakl API using your shop's API key from the seller portal, so you don't share your password. The same applies on Tesco, The Range and Argos.
Is automatic repricing safe on Mirakl marketplaces?
It's safe when every price is checked against your min, max and break-even after commission before it's sent, and the live offer is re-read first. Rules without those checks can sell at a loss or start a price war.
How often should I reprice on a Mirakl marketplace?
As often as you can see the market change. A repricer can only react to rival offers it has read, so check how often a tool refreshes competitor prices. PriceSynergy refreshes every rival's offer hourly on Growth.
What's the difference between a repricer and marketplace intelligence?
A repricer changes prices by a rule. Marketplace intelligence tells you who you compete with, how they've behaved and what each sale earns you, so you know which rule to use and when to hold.
Will PriceSynergy change my prices without asking?
No. It shows the price to set and why. On Growth and Scale you can send approved prices to Mirakl, each one checked against your min, max and break-even first.
Sources: Mirakl: B&Q launches marketplace on diy.com; ChannelX: Tesco Marketplace to replatform to Mirakl; Retail Gazette: The Range upgrades marketplace platform (April 2026); ChannelX: Prepare to sell on Argos Marketplace, powered by Mirakl. Marketplace names are trademarks of their owners. PriceSynergy is independent and isn't endorsed by any marketplace.