An Umico bot (after the rebrand, a Birmarket bot) is software that runs a seller’s price on the marketplace for them. It continuously watches rivals’ public prices on the product card and updates the seller’s price within the floor and ceiling they set in advance. The international term for this kind of software is a repricer.
This article covers what the bot does and does not do, how it differs from managing prices by hand, what to look at when choosing one, and what changed after Umico became Birmarket.
What is an Umico bot?
On a marketplace, several sellers offer the same product. When a buyer opens the card, the best offer sits at the top — in practice that usually means the cheapest active one. Most orders go to that position.
The catch is that the position is not static. If a rival cuts their price by two manats at three in the morning, they are first by sunrise. The seller only sees it in the morning — and several hours are already gone.
A pricing bot closes exactly that gap: the job of waiting for a rival’s move and answering it moves from a person to software.
What the bot actually does
- Watches rivals. The public prices of every seller on the card are checked continuously.
- Updates your price. A rival cuts, your price follows the rules downward; a rival raises, it goes back up. The bot does not only cut — it takes margin back.
- Respects your bounds. The floor and ceiling are limits you set, not suggestions.
- Records its decisions. Which price changed, when and why — all of it stays in the history.
What the bot does not do
This is the question sellers ask most, because it is about giving access to their own store.
- It does not sell below your floor. You set the bound and the bot cannot technically cross it. If a rival goes under your floor, the system holds your price — it leaves the fight rather than trading at a loss.
- It does not touch orders. Only the price field changes. Orders, customer data and balance stay out of scope.
- It does not use hidden data. Only prices shown openly to everyone on the marketplace are read.
How is this different from doing it by hand?
The difference is not the price itself — it is reaction time. A seller and a bot can set the same number; the question is how long it takes them.
| Criterion | By hand | With a bot |
|---|---|---|
| When you notice a rival’s cut | At the next check — hours | Continuous watching |
| Nights and holidays | Not covered | Makes no difference |
| Daily time for 60 products | Tens of minutes | Zero after setup |
| When a rival raises their price | Usually missed | Your price goes back up |
| Risk of error | A zero typed in a hurry | The floor protects you |
Simple arithmetic: one check of one product takes roughly 15 seconds. Checking 60 products three times a day is about 20 hours a month — two and a half working days spent only looking at prices.
How is the Buy Box won?
The top position depends on more than price, but price is the most movable factor: you cannot change stock levels or ratings in a day, and you can change price.
What works in practice:
- Work out a real floor per product. Purchase cost, commission, delivery, packaging — all of it. A floor should not be a guess.
- Set a ceiling too. It caps how high your price drifts when rivals go up.
- Connect your moving stock, not the whole catalogue. Where there is no competition there is little for a bot to do.
- Read the history. If a product sits at its floor permanently, the problem is not the bot — it is that item’s economics.
What to look at when choosing a repricer
| Criterion | Why it matters |
|---|---|
| How hard the floor is | The main question. It must be a technical block, not a “recommendation” |
| Decision history | If you cannot check why a price moved, the system is hard to trust |
| Bulk rules | Setting a floor on hundreds of products one by one is not realistic |
| Several stores | Each should run on its own rules |
| Stopping it | One button, with prices left where they are |
| Language of support | When something breaks, talking to an operator in your own language |
Umico became Birmarket — what changed?
The platform’s name changed; the seller’s job did not. Same card, same competition, same fight over price. People search for both names — some type “Umico bot”, others “Birmarket bot” — and mean the same system.
The practical conclusion: whatever tool you use should work with both addresses, umico.az and birmarket.az, and the transition should ask nothing of you.
Is it safe?
Look at two things. First, what data the system reads: only public prices, or something more. Second, what it changes: only the price, or other fields of your store as well.
A properly built repricer keeps its authority inside the price field and logs every change. History here is not a convenience — it is how you verify what the system actually did.
In short — quick answers
- What is an Umico bot? Software that watches rivals and updates your price within your rules.
- The main benefit? Not time saved but reaction speed: the answer comes right after a rival moves.
- Is my margin at risk? No, provided the floor is a hard rule.
- Do I hand over my account? Only access to your seller panel; the bot should touch nothing but price.
- Does it work on Birmarket? Yes — the rename changes nothing for a seller.
- What does it cost? Pricing is normally worked out from store size and product count.
Next step
If you sell on Umico / Birmarket and still check prices by hand, the simplest start is to take a few fast-moving products, try it and look at the result.
Our own product is an automatic pricing bot for Umico (Birmarket): it watches rivals 24/7, updates your price through your own seller panel and never goes below the floor you set. For a real example, see the Birmarket Price Tracker case study — +500% growth in merchant sales.