Disclosed are various embodiments for adjusting prices of items in foreign marketplaces based on fluctuations in currency exchange rates. A deviation from a return sought by a merchant for an item offered in an electronic marketplace is determined. The deviation results from a change in an exchange rate between a first currency employed by the merchant and a second currency employed by the electronic marketplace. It is determined whether the deviation from the return meets a threshold. One or more actions in response to the deviation are implemented when the deviation from the return meets the threshold.