Amazon Expands AI-Powered Price History to Cover Full Year Ahead of Prime Day

Amazon has enhanced its built-in AI price tracking tool, now allowing users to view a product’s price changes over the past 365 days. Previously limited to 30 and 90-day views, this update provides a comprehensive look at pricing trends directly within the Amazon app or via its AI assistant, Rufus.

This expansion arrives just weeks before Amazon’s highly anticipated Prime Day event, amid scrutiny from the California Attorney General’s office over alleged price manipulation tactics. The new feature aims to empower consumers with greater transparency on pricing history, potentially influencing shopping decisions during major sales.

How Amazon’s Price History Feature Works

Users can access the price history by tapping the “Price history” button next to a product’s price in the Amazon app or by asking Rufus, Amazon’s AI assistant. The tool now displays price fluctuations over 30, 90, and 365 days, helping shoppers identify the best time to buy.

Why This Update Matters Ahead of Prime Day

Amazon’s Prime Day is one of the biggest shopping events of the year, but it has recently come under legal scrutiny. California Attorney General Rob Bonta has filed a lawsuit accusing Amazon of pressuring vendors to raise prices at other retailers before Prime Day and even removing products from competitors’ shelves.

Amazon “bullied vendors to hike up the price of their products sold at other shops, or secured the removal of these products altogether.”—California Attorney General Rob Bonta

By expanding the price history feature, Amazon may be attempting to offer shoppers more transparency and counteract concerns about price manipulation.

Availability and Alternatives for Price Tracking

The updated price history tool is currently available in the US, UK, and India. While Amazon’s native feature now covers a full year, shoppers can also use third-party services like CamelCamelCamel and Keepa to track price changes on Amazon products.

What This Means for Shoppers and the Future

With more detailed price data at their fingertips, consumers can make smarter purchasing decisions, especially during major sales events like Prime Day. This move could also pressure Amazon to maintain fair pricing practices amid ongoing legal challenges.

As Amazon continues to integrate AI tools into its shopping experience, features like expanded price history may become standard, offering shoppers unprecedented insight into product pricing trends.