Boomerang in the News

  • Nov 22, 2016

    Amazon Aims For Double-Digit Christmas Growth While Walmart And Target Hope For Flat Sales

    The fourth quarter remains the most critical period for these and other retailers. It is interesting to note that a recent study by Boomerang Commerce continues to rate Amazon as the leading retailer with over 5 million items in its Toys & Games category compared to less than 100,000 items available at other retailers. Walmart is viewed as more competitive in its assortment and pricing with 46% of its items priced below Amazon’s. Walmart’s edge seems to be coming from the recently acquired with its sharper pricing. Conversely, Target is viewed as not having shifted much in its pricing with 58% of its items priced higher than Amazon.

  • August 25, 2016

    Groupon Goods Boosts Sales 12% With Competitive Pricing Tools

    Groupon Goods, a unit of Groupon that offers tangible goods rather than local experiences or travel deals, has boosted sales at a rate of 12% since enlisting the services of competitive pricing technology provider Boomerang Commerce.

  • July 14, 2016

    Web traffic tells only part of the Amazon Prime Day story

    While Amazon wasn’t alone in offering deals, the e-commerce goliath offered the lowest prices, according to data from Boomerang Commerce. Boomerang’s finds that Amazon’s prices were 36% lower than those offered by Wal-Mart Stores Inc. (No. 4) and Toys ‘R’ Us Inc. (No. 35), both of which were running promotions to compete with Prime Day, and 29% cheaper than Target Corp.

  • July, 12, 2016

    Boomerang Commerce CEO on Bloomberg TV discussing Prime Day

    Full episode of "Bloomberg West." Guests include: Mark Hurd, Oracle's co-chief executive officer, James Cakmak, Monness, Crespi, Hardt & Co. analyst, Guru Hariharan, Boomerang Commerce CEO, Sunny Dhillon, principal at Signia Ventures Partners. and Jonathan Hjembo, TeleGeography analyst.

  • July 12, 2016

    Amazon Prime Day at the halfway point

    So how are the deals? Retail and e-commerce pricing analytics firm Boomerang Commerce analyzed 27,721 Prime Day deals offered during the first 10 hours of Prime Day. Boomerang found that 15.3% of all deals offered were for 50% or more off the list price that Amazon sets and nearly half (49.5%) of all deals were for 10% off.

  • July 12, 2016

    Here’s how Prime Day makes you trust Amazon’s competitors less

    \"These are the times that traditional retailers become super vulnerable and not only lose market share, but start to lose trust on their low prices," Hariharan told Business Insider.

  • July 11, 2016

    As Amazon Prime Day approaches, retailers look for ways to fight back

    “Beyond just directly competing with Amazon, Prime Day is also an opportunity for retailers competing with Amazon to test their infrastructure, smooth out any rough edges and provide a quick revenue boost,” said Guru Hariharan, chief executive of Boomerang Commerce, a company that provides data and consulting services in retail areas like pricing and assortment. “Retailers should also think about not necessarily just competing on price alone. Retailers should take this opportunity as a chance to put their best foot forward with a combination of customer experience, product selection, and price.”

  • July 08, 2016

    Amazon Prime Day: Try To Beat ‘Em Or Join ‘Em But Don’t Ignore ‘Em

    “Prime Day is an opportunity for retailers to learn from Amazon on how to execute a smooth smoke test [a preliminary software test], to provide a revenue boost, while also testing their infrastructure to see how well they perform and smooth out any rough edges,” said Boomerang’s Hariharan in an interview with Retail TouchPoints. “They should compete with Amazon, but [also] consider this a chance to put their best foot forward with a combination of selection, customer experience and price.”

  • July 05, 2016

    Amazon is quietly eliminating list prices

    “Our data suggests that list prices are going away,” said Guru Hariharan, chief executive of Boomerang Commerce, a retail analytics firm. Last spring, Boomerang compiled a list for The New York Times of 100 pet food products that Amazon said it was selling at a discount to a list price. Only about half of them still say that.

    “Amazon is a data-driven company with very few sacred cows,” Mr. Hariharan said. “At the very least, it is conducting a storewide test about whether it should change its pricing strategy.”

  • June 21, 2016

    Private Label For Profitability: Six Things To Consider

    Costco has its private-label Kirkland brand. Nordstrom has Caslon. And Kohl’s has Sonoma as its billion-dollar in-house brand. Retailers can boost profit margins with private-label goods by controlling the entire value chain from manufacturing to delivery.

  • MAY 27, 2016

    Why Amazon Isn’t Always The Cheapest

    Amazon may have a reputation for offering the lowest prices, but it turns out that isn’t always true. It’s another case of buyer beware, even when buying from a trusted source.

    A recent pricing study found Amazon to be more expensive on some grocery items than Target and Walmart. The study—by Boomerang Commerce, a company that analyzes and makes price optimization software for merchants—compared prices on a number of grocery products from beverages to breakfast cereal.

    Among the key findings were that for the top 100 beverage items listed on Target’s website, the identical items were 97% more expensive, and the top 100 identical breakfast items were 93% more expensive.

  • May 24, 2016

    Can Dick’s Sporting Goods hang on to its current lead over Amazon?

    Credit Suisse teamed up with e-commerce pricing and analytics firm Boomerang Commerce and found that while Amazon AMZN, +1.07% offers sporting goods merchandise, it doesn’t have the strong edge over Dick’s Sporting Goods DKS, +1.28% that it does over other retailers.

  • May 23, 2016

    How to compete with Amazon in price and still make a profit

    Offer deals on popular items to create a perception of low price, and boost margin on private-label and less sought-after merchandise.

  • May 12, 2016 adds grocery delivery to its growth plan

    Jet delivers groceries ordered online in 875 ZIP codes in the northeastern U.S.

  • May 02, 2016

    The Rise of Brand X

    Company-branded goods can be found readily online. A woman shopping for activewear apparel in mid-April would have seen plenty of private-label options: They represented 84% of the items for sale at, 57% at and 27% at, according to Boomerang Commerce. On that same day, had no private-label products.

  • April 13, 2016

    Department stores play defense against Amazon

    It's not unimaginable that in a few years… that commodity product purchases will start gravitating toward companies like Amazon, and perhaps Wal-Mart and Target," said Guru Hariharan, CEO of Boomerang Commerce. "[That's] where private label comes in.

  • April 13, 2016

    Some Online Bargains May Only Look Like One

    Boomerang Commerce, a retail analytics firm, compared the list prices of dozens of pet items on Amazon and the specialist pet site In only a handful of cases did the retailers even agree on what the list price was. So a 22-pound bag of Blue Buffalo Basics Limited Ingredient Grain-Free Duck and Potato dog food had a list price of $131 on Amazon and $84 on Chewy. Yet the retail price at both sites was the same: $49.49. “A perceived deeper discount creates a higher conversion event — in other words, more buyers,” said Boomerang’s chief executive, Guru Hariharan.

  • April 6, 2016

    Amazon Struts Its Fashion Sense, Challenging Traditional Stores Inc. has crushed rivals by offering cut-rate prices on everything from books and electronics to diapers. But to attract fashion brands, it has employed a new strategy: promising full price.

  • April 1, 2016

    Under Pressure

    Guru Hariharan, CEO of Boomerang Commerce, says at least two e-retailers of soft-line goods are starting to price products differently based on sizes and colors, or a combination of the two, depending on demand and inventory levels. He says it is “super important” for CEOs and top merchants to understand the “why” and “so what” behind pricing.

  • March 8, 2016

    Boomerang Commerce Named a Representative Vendor in Gartner’s 2016 Market Guide for Unified Price, Promotion and Markdown Optimization Applications

    Boomerang Retail Analytics Suite Delivers Pricing Guidance That Levels the Playing Field With Amazon and Addresses the Growing Need for Algorithmically Driven Pricing

  • February 24, 2016

    Target Trades Profit for Sales Growth in Holiday-Season Push

    Sales from Target’s website increased 34 percent last quarter, well above the 8 percent gain reported by Wal-Mart. Target was able to beat Wal-Mart’s website, and in some cases Amazon, on prices in some key categories over the holidays, according to data from Boomerang Commerce.

  • February 24, 2016

    Where Are They Now? Startup Battlefield Company Boomerang Commerce

    Boomerang Commerce has been steadily adding customers over the past year-and-a-half, as well, and now has 9 of the top 50 Internet retailers in its customer base. The company added assortment optimization tools in September 2015. Finally, Boomerang Commerce has recently launched a series of retail analytics reports that compares top retailers like Amazon, Target, Walmart and others in categories like consumer electronics, toys and housewares, with additional reports slated to be released soon.

  • February 18, 2016

    Wal-Mart Is Still Outshined by Amazon Despite Spending Billions

    Despite Wal-Mart’s spending, the company still is falling short of Amazon on price and selection, said Guru Hariharan, chief executive officer of Boomerang Commerce. During the holidays, Amazon was able to beat in key areas like electronics, toys and housewares, and Target Corp. also sold items for cheaper in some categories, he said. And Amazon had a significantly bigger selection than in every category Boomerang tracked.

  • February 16, 2016

    Boomerang Commerce, Wayfair and Chinese Laundry Deliver Keynote Panel at eTail West

    Experts Share Strategies for “Retail Pricing in the Age of Online Transparency” and Leveling the Playing Field With Amazon

  • February 11, 2016

    2016 Pricing Regroup – To hike or not to hike

    Retail Touch Points discusses how 2 large retailers gained significant margin lift using Boomerang Commerce's Price Optimization product.

  • January 14, 2016

    Boomerang Commerce Raises $12M Series B Round For Its Price Optimization Platform

    Disrupt Battlefield finalist Boomerang Commerce today announced that it has raised a $12 million Series B round led by Shasta Ventures.

  • January 14, 2016

    Startups prep for tighter fundraising climate

    Boomerang Commerce Inc. has raised $12 million in Series B funding in a round led by Shasta Ventures.

  • January 14, 2016

    Finance Term Sheet

    Boomearang Commerce has raised $12 million in Series B funding. Shasta Ventures led the round, and was joined by return backers Madrona Venture Group and Trinity Ventures.

  • January 14, 2016

    Retail Solutions Innovator Boomerang Commerce Raises $12 Million to Give Retailers Tech Capabilities to Beat Amazon

    Shasta Ventures Leads Series B Round for Boomerang, Which Quadrupled Its Customer Base in 2015

  • December 3, 2015

    Turns Out Black Friday and Cyber Monday Discounts Were Pretty Meh

    The online ads and print circulars heralding Black Friday and Cyber Monday deals were loaded with promotions of 40% and 50% off. Heck, some research indicates that the average Black Friday discount at J.C. Penney and Kohl’s was over 66%. Ultimately, though, those figures are misleading...

  • December 3, 2015

    Report: Black Friday-Cyber Monday discounts were few and fleeting

    Despite reports of an inventory glut and aggressive marketing just after Halloween, retailers didn’t budge much on prices over the Thanksgiving-Black Friday-CyberMonday shopping weekend, this research shows. That may account, at least in part, for the fairly muted traffic to stores, which was comparatively light this year. Although much of that was attributed to increased mobile and web traffic, the lack of discounts to be found over the weekend could also have contributed to flatter sales, according to Boomerang.

  • December 2, 2015

    Discounts few and far between on big retail weekend

    It’s no wonder so many shoppers were not impressed with some of the big holiday deals being offered by big retailers this past week. Amazon, Walmart, Target, and Jet did not heavily discount most popular products and prices actually increased in key categories after Black Friday, cementing a perception that the two celebrated shopping days are waning in importance, according to research from Boomerang Commerce, which aggregated and analyzed online price discounts and price perception for 1,000 popular products sold by Walmart, Target, Amazon and Jet.

  • December 2, 2015

    Boomerang Commerce Data Reveals Black Friday and Cyber Monday Discounts Are Minimal and Fleeting

    Amazon, Walmart, Target, and Jet did not heavily discount most popular products and prices actually increased in key categories after Black Friday, cementing perception that the two celebrated shopping days are waning in importance.

  • December 1, 2015

    Target Goes Big on Discounts This Holiday Season, Bringing Some Headaches

    Target Corp. Chief Executive Officer Brian Cornell has gotten more aggressive with holiday discounts during his second year of a turnaround effort, a strategy that is undercutting some rivals on price while also bringing headaches.

  • November 30, 2015

    Clicks beat bricks this Black Friday weekend

    Retail analyst Hitha Herzog and Jonathan Hoenig of Capitalistpig Hedge Fund on Black Friday sales and brick-and-mortar versus online shopping.

  • November 27, 2015

    Real-time data analysis finds Amazon is offering the best Black Friday 2015 deals

    There are so many great Black Friday 2015 deals out there but which retailer is consistently offering the best bargains?

  • November 27, 2015

    Black Friday’s online sales look to hit $2.7 billion

    E-commerce accounted for $822 million spent in the first 11 hours of Black Friday, and discounts were mounting as online retailers jockeyed for position.

  • November 25, 2015

    Which Retailers Have the Best Deals on Toys?

    Guru Hariharan, Boomerang Commerce's chief executive officer, discusses the competitive environment in toy retail with Bloomberg's Scarlet Fu on "Bloomberg Markets."

  • November 23, 2015

    Why Amazon Isn’t Always the Cheapest Option

    Sometimes you have to work harder to compare prices to get the most for your money.

  • November 20, 2015

    Why it’s “buyer beware” on Black Friday

    Consumers are increasingly skeptical about whether they're going to find great values on Black Friday, and a new study finds that there's something behind those hunches.

  • November 18, 2015

    Amazon’s Push To Keep Consumers Out Of The Stores

    While physical retailers look to upset Amazon’s business model by providing shoppers with something they can’t get online, Amazon is attempting to do the same by giving into what shoppers want most.

  • Boomerang Commerce Report Finds Toys “R” Us and Walmart to Be Most Expensive Retailers; Walmart Trails Amazon for Size of Toy Assortment

    Everyone guns for Amazon, but each competes differently; Jet competes on price, Walmart via large assortment and Toys “R” Us through deep, broad discounts

  • October 15, 2015

    As Walmart Forecast Dips, Is It Also Losing The Low-Price Battle To Amazon?

    Walmart shocked Wall Street on Wednesday when its CFO announced a dour earnings forecast not just for this fiscal year, but the next two.

  • October 7, 2015

    Jet vs Amazon: Cheaper, Yes, But Thin on Merchandise Inc. sells products substantially cheaper than Inc.AMZN -0.34% across a broad range of categories, according to new data, but the overhaul to its business model announced Wednesday could make that harder to sustain.

  • October 5, 2015

    New Products of the Week 10.05.2015

    Our roundup of intriguing new products from companies such as Dell and Talon.

  • October 5, 2015

    Boomerang Commerce’s Retail App for watchOS Brings Merchants the Future of Retail

    Apple Watch App Analyzes Customer and Competitor Data in Near-Real-Time, Enables Immediate Action and Turns Merchants Into Retail Ninjas

  • October 1, 2015

    Study Finds Amazon Pricing Is Tough to Beat (Syndication)

    Which top retailer has the lowest prices? Online sellers know how competitive the marketplace is, but they may be wondering how it compares to other sites on pricing and product assortment.

  • October 1, 2015

    Study Finds Amazon Pricing Is Tough to Beat

    Which top retailer has the lowest prices? Online sellers know how competitive the Amazon marketplace is, but they may be wondering how it compares to other sites on pricing and product assortment.

  • September 30, 2015

    Boomerang Commerce’s Analytical Approach For Omni-Retailers

    It might seem like a simple question, but how should retailers decide what they’re going to stock for the highest conversion rate? With a new data-driven software suite, one startup thinks they can find the right answers.

  • September 30, 2015

    Target Expands Online Price-Match Policy to Include Amazon, Wal-Mart (Syndication)

    Target Corp. said Wednesday its website will start matching prices from the websites of rivals like and Wal-Mart Stores Inc., a significant broadening of its policy as the retailer heads into the competitive holiday shopping season.

  • September 30, 2015

    Target Expands Online Price-Match Policy to Include Amazon, Wal-Mart

    Target Corp. said Wednesday its website will start matching prices from the websites of rivals like and Wal-Mart Stores Inc., a significant broadening of its policy as the retailer heads into the competitive holiday shopping season.

  • September 29, 2015

    Amazon Beats Walmart in Early Holiday Pricing

    Heading into the holiday selling season, Amazon (NASDAQ: AMZN) already has the edge over other retailers when it comes to consumer electronics pricing.

    The inaugural Boomerang Commerce Retail Analytics Report looked at 1,200 items in the CE category and found that Best Buy, Jet, Target and Walmart all had higher prices than Amazon.

  • September 29, 2015

    Boomerang Commerce Report Shows Walmart to Be the Most Expensive Big-Box Retailer for Consumer Electronics

    Boomerang Commerce today reveals unexpected pricing and product-assortment differences among top retailers in a new study. The inaugural Boomerang Commerce Retail Analytics Report for Consumer Electronics analyzes 1,200 items and examines how Best Buy, Jet, Target and Walmart compete online against Amazon.

  • September 29, 2015

    Boomerang Commerce Extends Its Retail Solutions Suite With Prescriptive Assortment Optimization

    Boomerang Commerce introduces prescriptive Assortment Optimization, a new application within its cloud-based Retail Solutions Suite. It is the first near-real-time recommendation engine to help merchants identify which popular products they are not yet offering; suggest a priority and volume for adding these items to their inventories; and manage these at scale.

  • July 21, 2015

    Jet steals Amazon’s thunder, is it for more than one day? ready to steal back some thunder. Perhaps the first retailer to pose a real threat to the king of e-commerce, analysts, data collectors, retail consultants and just curious shoppers were logging on to Tuesday morning to see what the hype was all about.

  • July 21, 2015

    Jet’s day one beats Amazon prices

    CEO Marc Lore says he will need 14-15 million customers and $20 billion in revenue to make Jet’s business model profitable. To start Jet on its way, the e-retailer hit the web today with a money-saving pitch, a marketing blitz and prices generally lower than

  • July 21, 2015

    Jet v. Amazon: Here is the price war winner so far

    Buoyed by strong investor backing, officially launched Tuesday with a laser-like pitch of maximizing savings for shoppers.
    But is it really cheaper than rival and dominant player

  • July 21, 2015

    Jet, a buzzy startup that raised $225 million to take on Amazon, just officially launched

    Marc Lore buzzes with excitement as he talks about the kind of traffic his new website has already seen on opening day.

  • June 20,2015

    13 interesting startups founded by former Amazon employees

    The e-commerce powerhouse Amazon has spawned a wide range of startups, with its former employees working on everything from cute robots to recruiting software.

  • May 20, 2015

    Boomerang Commerce Named by Gartner as a Cool Vendor for Digital Commerce, 2015

    Boomerang Commerce, an innovator in omni-channel pricing technology, announced today it was named by Gartner as a Cool Vendor in Digital Commerce for 2015. Boomerang Commerce is one of only five vendors named in the Cool Vendors in Digital Commerce, 2015 report, which is part of Gartner’s annual recognition of innovative companies in key technology sectors.

  • May 8, 2015

    Amazon’s Prices Are Often Undercut by Upstart, Study Finds

    With its lower overhead relative to brick-and-mortar rivals, has long enjoyed a reputation as a price leader.

    But buzzy e-commerce startup — which hasn’t officially launched yet — is hoping to upend that pricing model with an array of discounts on everyday merchandise, including for shorter shipping distances and larger orders.

  • May 05, 2015

    Fast-Growing Boomerang Commerce Makes Key Executive Hires to Fuel Growth

    Boomerang Commerce, an innovator in omnichannel pricing technology, announced that additional Internet Retail Top 100 companies—Office Depot and Groupon—have deployed Boomerang’s Price Perception Index™ and rapid pricing testing platform. The company also announced new executive hires to scale operations, sales, marketing and engineering as Boomerang accelerates growth.

  • April 15, 2015

    Boomerang Commerce Launches A/B Testing Platform For Pricing

    Boomerang Commerce, a startup that helps online retailers optimize their pricing and a 2014 Disrupt NY Startup Battlefield finalist, today announced the launch of its A/B testing service for pricing.

  • Boomerang AB Testing Press Release

    Sunnyvale, CA; April 15th 2015 - Boomerang Commerce, the leading provider of dynamic price optimization technology, today announced the launch of its A/B Testing Platform for retail pricing. The platform enables retailers to rapidly test various pricing strategies and optimize prices for revenues, profits and the Price Perception Index (PPI TM).

  • December 19, 2014

    Marketplace Weekend news hour on National Public Radio

    December 19, 2014: Boomerang CEO Guru Hariharan appeared today on National Public Radio's popular Marketplace Weekend news hour. The program included a discussion of how algorithms are being widely used on the Internet, in areas ranging from Uber to dating -- and to more transparent online commerce pricing, which generally works to the advantage of consumers,

    To listen to the entire 50-minute NPR Marketplace Weekend program, click on the title above.

  • October 24, 2014

    TechRadar™: Retail Analytics Q3, 2014

    As retailers look to become customer-obsessed in the age of the customer — through personalization 2.0, a single view of the customer, big data processing, and omnichannel engagement — fresh offerings of retail analytics emerge to monitor, measure, and optimize these new industry trends.

  • October 29, 2014

    This Software Company Wants to Help Retailers Compete Against Amazon

    The next few years are going to be a time of massive growth for online retail, driven by customers’ ability to easily find which store has the lowest price for any given item.

  • August 19, 2014

    In Praise of Efficient Price Gouging

    MIT Technology Review writes about Boomerang Commerce working with online retailers to help them realize the benefits of dynamic pricing

  • July 16, 2014

    Forbes on how Boomerang Commerce helps retailers compete

    Forbes reports on how Boomerang Commerce is helping other online reporters challenge Amazon using what is arguably the most important attribute of any product – price

  • July 16, 2014

    Wall Street Journal Tech on massive scale retail analytics

    Wall Street Journal on how Boomerang Commerce is changing the retail landscape with dynamic price optimization - massive scale retail analytics for online retailers

  • July 16, 2014

    Recode On Boomerang Commerce’s Real-Time Pricing SaaS

    Boomerang can adjust prices on the fly bringing in real-time focus on how the pricing of a particular product fits into the overall business goals of online retailers.

  • July 16, 2014

    Techcrunch on Boomerang Commerce’s Series A Round

    Dynamic price optimization company Boomerang Commerce, a finalist at TechCrunch’s Disrupt at NY, 2014 announced its series A funding round of $8.5 million

  • July 16, 2014

    Live Mint Reports Series A Funding For Boomerang Commerce

    Boomerang Commerce raises series A funding from Madrona Venture Group and Trinity Ventures to expand its engineering team and build more massive scale retail applications.

  • July 16, 2014

    Boomerang Commerce Democratizes eCommerce

    Boomerang Commerce Democratizes E-Commerce, says Karan Mehandru, General Partner, Trinity Ventures in his blog announcing series A funding for the dynamic price optimization company

  • July 16, 2014

    Your Story: Dynamic Price Optimization Goes Mainstream

    Boomerang Commerce plans to use series A funding to expand its engineering and go-to-market teams

  • July 16, 2014

    Pando: Boomerang Commerce democratizes retail

    Democratizing Amazon: Boomerang Commerce raises $8.5M to deliver ecommerce intelligence to the rest of retail

Fast, Precise, Data-Driven Decisions for Profitable Growth
Get a custom assessment
Contact Us