Amazon’s built-in AI price history expands to show the entire last year

Amazon has expanded its AI-powered price history tool to display product pricing data for the past full year (previously limited to 30 and 90 days), increasing consumer transparency and competitive intelligence capabilities across US, UK, and India markets. This expansion arrives amid regulatory scrutiny over Amazon's pricing practices and pre-Prime Day promotional strategies, signaling the company's pivot toward transparency as a competitive differentiator and potential risk mitigation strategy. For IT leaders, this represents a broader industry trend toward AI-driven transparency tools that reshape e-commerce dynamics and highlight the strategic importance of data infrastructure, compliance monitoring, and competitive intelligence systems.

Emma RothThe VergeMay 1, 20262 min read

Amazon's built-in price tracking feature now allows you to see how much a product's price has changed over the past year. To use the feature, open the Amazon app and select the "Price history" button next to the item's price, or ask Amazon's AI assistant Rufus. The expansion comes just weeks ahead of Amazon's annual Prime Day event, which California Attorney General mentioned in his "price fixing" lawsuit against the retail giant. In the lawsuit, Bonta accuses Amazon of pushing other companies to raise the price of their products at other retailers in the days leading up to its annual deals event. Bonta also claims Amazon "bullied vendors t … Read the full story at The Verge.