In various example embodiments, systems and methods to adaptively price items are provided. In example embodiments, an item to be priced is identified. Once identified, historical data and inventory data assocoated with the identified item are accessed. Using the historical data and inventory data, at least one recommended price for the item based on the historical data and inventory data is determined. The recommended price may be provided to a user for approval. Alternatively or in addition, the recommended price may be used as a price in a newly created item listing or the recommended price may be used as a new price in revising a price in an existing item listing.