Dynamic Pricing sets prices from business rules you define, and applies them to selected products across your catalogue. This article explains what happens behind the scenes when a strategy runs, so you know exactly what you're looking at when the suggestions arrive. If you're deciding between Dynamic Pricing and Price Optimization first, see Dynamic Pricing vs. Price Optimization.
Like Price Optimization, Dynamic Pricing does not change your prices automatically by default. It produces suggestions that you review and approve.
The pricing pipeline
Every product's price passes through the same sequence of steps. Each step refines the number before it reaches you for review.
Step | What happens |
1. Starting price | The system begins with the product's current selling price. |
2. Pricing actions | Your rules run in order. Each action changes the price, and the next action starts from that new price, like a recipe where each step builds on the last. |
3. Safeguards | Hard limits ensure the price never breaks your margin requirements or other set boundaries. These override everything. |
4. Price grouping | If related products should share one price, the system aligns them. |
5. Rounding | Prices are rounded to clean, customer-friendly endings (for example, €24.99 instead of €24.37). |
6. Minimum change check | Changes too small to be worth executing are filtered out, ensuring your review stays focused on meaningful price changes. |
7. Review | You see the suggested changes and approve or reject them. |
Several of these steps have their own dedicated articles: the rules themselves in Pricing Actions: The Building Blocks of a Dynamic Pricing Strategy, the small-change filter in The Minimum Price Change Threshold, and endings in How Price Rounding Works. Safeguards and pricing groups work exactly as they do in Price Optimization, see How to Add Safeguards to Your Pricing Strategy and Pricing Groups – User Guide.
Approving the results
By default, every price suggestion requires your manual approval. Nothing goes live until you accept it, and you can review changes individually or in bulk.
If you'd prefer fully automated pricing, you can turn on auto-approval. When it's enabled, suggested prices are applied as soon as they're generated. Because Dynamic Pricing follows rules you defined, its results are predictable, which makes it a natural fit for hands-off operation once you're confident in the configuration.
Understanding your results
For every product, the results show a full breakdown so you can see exactly how each price was reached.
Field | What it means |
Current price | The price before any change. |
Suggested price | The final recommended price after every step. |
Price before safeguards | What your pricing actions produced before the guardrails were applied. |
Safeguard limits | The floor and ceiling values that were used. |
Price before rounding | The price after safeguards but before it was rounded. |
Step prices | An audit trail showing what each action did: which rule ran, the price it produced, which competitor it used, and whether it succeeded. |
Failed actions | Any rules that couldn't run: for example, because competitor data was missing. |
Stores | Which stores the price change applies to. |
This transparency lets you understand why each price was suggested and troubleshoot when a result is unexpected. If a rule didn't behave the way you expected, the step prices and failed actions are the first place to look. For a walkthrough of the questions we hear most often, see Dynamic Pricing: Common Customer Questions.