Quick addon -- the prices that are presented in the storefront come from the settings in your reseller panel. Click on the product category, then a listing of those products/pricing becomes available for edit. Essentially, as it stands now all of the pricing is done through the reseller panel.
Personally, I would love a pricing spreadsheet so I could just run my reseller store through a WooCommerce setup. Even if it was some sort of "vendor" setup, at least that would integrate pricing at the actual store level. But, that's just me!!
Hope this helps,