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Elias Sultan is an ecommerce operator, researcher and software developer working on marketplace decision systems. Since 2020 he has traded on the Amazon marketplace in Spain, and since 2021 he has studied the behaviour of the automated systems competing in it.

His research addresses a gap he encountered in daily operations: conventional repricing software automates the execution of a price change but models none of the decision behind it — the real cost of the unit, the value of the position being contested, the behaviour of the competitor, the state of inventory, or the objective of the business. His work characterises competitors as measurable actors, models the Buy Box as a conditional probability rather than a race to the lowest price, and reconciles settled marketplace fees to establish true unit economics.

Those findings are implemented in SellerFlow, a decision platform he designed and built, which operates a live catalogue and serves as the environment in which each hypothesis is tested against real commercial outcomes.