A price match rule instructs a repricing system to align your price with a reference price — typically the lowest competitor price, the current Buy Box price, or a specific competitor's price. Price matching can be exact ("match to $X") or offset-based ("match to $X − $0.01").
Pure price matching is the most common but least sophisticated repricing strategy. Used without margin floors and velocity limits, it creates exposure to price wars. More advanced approaches combine price matching with conditions: match only if the Buy Box is currently held by a competitor, or only if the competitive price is above your floor.