Every Auroom sauna costs a different amount depending on where you buy it
We matched 105 Auroom SKUs across seven US retailers. Not one is priced the same at every store, and the gap reaches $8,000 on a single model.
By David Robison ·
Builds SchvitzHub. Tracks sauna pricing across every US retailer that publishes a catalog.
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Most sauna brands hold their retailers to a minimum advertised price, so the same unit costs the same everywhere and shopping around is a waste of an afternoon. We checked whether that is actually true by pulling the published catalogs of seven US sauna retailers and matching products on the manufacturer's part number.
For most brands, MAP mostly holds. About a third of every cross-listed product we found is priced identically at every store that carries it.
Auroom is not one of those brands. We matched 105 Auroom SKUs across multiple retailers. Every single one is priced differently depending on where you buy it. Not most. All of them.
What the gaps look like
The Lumina, Auroom's 5-6 person indoor traditional sauna, is the clearest case. The same configuration — same part number, same aspen interior, same 79x99 footprint — is listed at $18,650 at one retailer and $25,990 at another. That is a $7,340 difference on an identical unit.
It is not an isolated listing error. The pattern repeats across the Lumina's configurations:
| Model | Part number | Low | High | Difference |
|---|---|---|---|---|
| Lumina 79x99, aspen | LUM-ASP-79X99-L | $18,650 | $25,990 | $7,340 |
| Lumina 79x99, alder | LUM-ALD-79X99-L | $18,650 | $25,990 | $7,340 |
| Lumina 79x79, thermo-alder | LUM-TALD-79X79-L | $20,550 | $28,590 | $8,040 |
| Libera Glass 59x71 | LIBG-ASP-59X71-R | $11,249 | $15,790 | $4,541 |
Left- and right-hand versions of each model show the same spread, which is what you would expect if this is retailer pricing policy rather than a data error on one listing.
Why this happens
Auroom is a Latvian manufacturer that does not sell directly to US customers — its own site routes you to resellers. When a brand does not run its own storefront, it has less visibility into and less leverage over what its retailers charge. Brands with a US direct-to-consumer channel tend to enforce MAP much more tightly, because they are competing with their own dealers.
The practical consequence is that the brands hardest to buy directly are the ones where shopping around pays best.
What to do about it
Before buying any Auroom unit, get the price from at least three retailers. The spread is large enough that it dwarfs anything you would save by waiting for a sale.
Two caveats worth knowing. These are list prices and exclude freight, which on a unit this size is a real number and varies by destination — a retailer that is cheaper on paper can end up level once delivery is quoted. And pricing moves; the figures above are from 29 July 2026, and we refresh them regularly.
How we know this
We read the public product catalog each retailer publishes, match items on the manufacturer's SKU so we are comparing genuinely identical units, and record the price each store lists. There is more detail on our methodology page, including what we exclude and how we make money.