Abstract: In general, this disclosure is directed to determining an optimal markup policy for a third party delivery service. One aspect is a method for dynamically optimizing prices by a third party delivery service, the method comprising retrieving item information for a plurality of items including pricing data, the plurality of items being sold by a retailer and available for delivery by the third party delivery service, simulating a plurality of markup policies with a neural network trained to identify non-linear price-demand relationships between the plurality of items, determining, as part of simulating the plurality of markup policies, an optimal markup policy for the third party delivery service, and providing a user interface to a customer computing device, the user interface displaying at least some of the plurality of items for delivery by the third party delivery service with prices reflecting the optimal markup policy.