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

The Verge / 5/2/2026

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Amazon has expanded its in-app price tracking feature so users can view how a product’s price has changed over the entire past year.
The feature can be accessed from the Amazon app via a “Price history” button next to an item’s price or by asking Amazon’s AI assistant, Rufus.
This update arrives weeks before Amazon’s annual Prime Day event in June.
The article notes that Prime Day is also a focus of legal scrutiny, including a “price fixing” lawsuit referenced by California’s attorney general alleging manipulation of pricing by pressuring other companies.
The combination of more transparent price history and upcoming promotional events could influence how consumers compare deals and how regulators view Amazon’s pricing practices.

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 …

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