Breaking News
Amazon has quietly expanded its price history feature, now showing a full year of price changes for millions of products. Users can access the tool through the Amazon app by tapping the “Price history” button next to an item’s price or by asking the AI assistant Rufus.
The rollout comes just weeks before Amazon’s annual Prime Day event, a period already under scrutiny. California Attorney General Rob Bonta recently filed a price-fixing lawsuit against the retail giant, accusing it of forcing third-party sellers to raise prices on other platforms.
“Amazon bullied vendors into inflating prices before promotional events like Prime Day,” Bonta stated in the lawsuit. The expanded price history tool could help shoppers verify whether prices are actually deals or artificially inflated.
Background
Amazon introduced price tracking in 2023 with a limited window—typically just a few weeks. The update now provides a full year of data, giving consumers a clearer picture of pricing trends.
The move follows growing pressure from regulators and consumer advocates. “Transparency is critical in e-commerce,” said retail analyst Sarah Chen. “Showing a longer history empowers shoppers to make informed decisions, especially during promotional events.”
Amazon’s AI assistant Rufus, launched earlier this year, can also retrieve price histories upon voice or text request. The company says the feature is part of its commitment to “help customers save time and money.”
What This Means
For shoppers, the expanded tool offers a powerful way to spot fake discounts and avoid “deal” fatigue. A product’s price can now be checked against its highest and lowest points over the past 12 months.
But the timing also puts Amazon in a defensive position. “This looks like a preemptive move to deflect criticism around Prime Day pricing,” noted consumer rights advocate David Lee. “If Amazon truly wants transparency, it should also share how it determines which products are featured in promotions.”
Meanwhile, the lawsuit from California continues. Bonta claims Amazon’s practices artificially raise costs for consumers. The expanded price history may provide evidence either way—and could become a key exhibit in the case.
Amazon has not commented on the feature expansion specifically. However, in previous statements, the company defended its pricing as competitive and driven by customer demand.
How to use the feature: Open the Amazon app, navigate to any product page, and select the “Price history” button near the price. Alternatively, ask Rufus “What’s the price history for this item?” The tool now shows a chart covering 12 months, with highs, lows, and average prices.
This is a developing story. Check back for updates on Prime Day pricing and the Bonta lawsuit.