A method, program product and system for automated control of pricing of a product or service. The method includes determining an initial price of the product, monitoring actual sales of the product at retail outlets, and adjusting the initial price during a selling season of the product based on the actual sales of the product. The method can further include accepting input from a historical price database, and determining the initial price using historical prices of the product or a similar product. The method can further include repeatedly adjusting a price of the product during a selling season based on the actual sales of the product. The method can further include applying a markdown to the price of the product and using a markdown profile to determine the markdown. The method can further include performing slow seller analysis to determine the markdown. The determination that a product is a slow seller can be made by applying a predetermined rule set to the product.