Dive Brief:

• Boomerang Commerce, a two-year-old startup specializing in pricing technology, has raised an $8.9 million Series A round in the first time the company has ever taken outside funding. 
• The company specializes in pricing for large e-commerce retailers, using a variety of criteria including competing prices, revenue, profit, and sales volume. 
• Boomerang hopes to use this new funding to expand its engineering team and build additional retail applications into its platform. 

Dive Insight:

Boomerang's CEO Guru Hariharan previously worked at Amazon, an experience that may provide his company a competitive advantage in the retail pricing game. The company seems to be trying to emulate Amazon's pricing tactics, with a focus on a product's cost in relation to the retailer's overall outlook.

Rather than just pricing to match competitor's costs, Boomerang takes a more perspective approach to the process. Current customers include Staples, Sears, and Groupon Goods; we'll be keeping an eye on these e-commerce sites to see if this pricing strategy works.