Amazon, FTC Findings Put Personalized Shopping Prices Under Scrutiny

Personal data is becoming a larger part of how U.S. shoppers encounter products, promotions and prices, but available evidence does not establish that every retailer charges individual customers differently for the same item. Amazon introduced its “About You” feature May 13, 2026, giving customers access to information used to personalize recommendations. The feature can include purchase history, Alexa for Shopping conversations, product reviews, saved “Lists” and searches. A January 2025 Federal Trade Commission study identified pricing and promotion systems capable of using precise location, browser history, demographics, shopping patterns, mouse movements and abandoned-cart items.

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