EstimPrice is a repricing platform based on a direct indication of one's "willingness to pay," offering ecommerce and e-travel websites a solution to keep track of the customer's pricing intention to maximize profitability. Instead of using indirect hints, competitor prices, inventory, regrets and denials, and social review to determine demand, EstimPrices technology is an algorithm that checks the "willingness to pay" according to human web behaviors, clicks, and gestures. Eventually, price adjustments can be performed according to the real customer demand to maximize the sellers business goals.