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Use two controls together: turn on a qualifying privacy preference signal such as Global Privacy Control (GPC), and submit the retailer’s own “Do Not Sell or Share My Personal Information” or “Your Privacy Choices” request. These steps can limit covered sale or sharing of your personal information, particularly for California consumers, but they do not guarantee that a displayed price will change or that every form of personalization will stop.
What personalized pricing is—and what it is not
Personalized pricing means using information about an individual or household to estimate how much that consumer may be willing to pay, then using that estimate to influence a price, discount, offer or other commercial term. The Federal Trade Commission (FTC) staff’s January 2025 interim-study materials discuss possible inputs such as location, demographic information, browsing or shopping history, and online behavior including mouse movements.
The FTC materials also discuss intermediaries and data sources that could feed pricing or offer systems. That description explains a possible model for using information; it does not identify a particular retailer’s system or establish that any named company charged one person more for one item. The agency says information in the study was aggregated or anonymized to protect confidential business information.
For shoppers, the important question is not simply whether a business has data. It is whether information about you is being used to estimate willingness to pay or to shape a commercial term, and what privacy choice the business offers for that use. A retailer can use information for several purposes at once, such as fraud prevention, order fulfillment, advertising, loyalty benefits or analytics. An opt-out that covers one purpose may not automatically cover the others.
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A changing price is not proof of profiling
A price can vary because of inventory, demand, time, shipping destination, taxes, seller, currency, membership terms or the sales channel. A price that changes between visits, devices or retailers is therefore not, by itself, evidence that a company used your personal data to estimate your willingness to pay. The FTC materials describe a specific data-driven practice, not a finding that every price difference has that cause.
For example, a product may be cheaper for pickup than delivery, or a marketplace seller may replace one inventory source with another. A coupon may expire while the underlying price remains unchanged. Compare the complete transaction before treating a difference as evidence of individualized pricing.
Personalized offers can be broader than the item price
Data analysis may affect a coupon, financing offer, shipping promotion, minimum-purchase threshold or eligibility for a discount rather than the base price shown on a product page. An opt-out request addresses the privacy activity covered by the request; it is not a universal command to remove every marketing, eligibility or account-based decision.
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What California privacy controls actually do
California provides the clearest practical example in the official materials reviewed here. Businesses that sell or share covered personal information generally must provide a clear, conspicuous link labeled “Do Not Sell or Share My Personal Information” or “Your Privacy Choices.” A California consumer can use that route to submit an opt-out request, and the California Privacy Protection Agency (CPPA) says the business cannot require account creation merely to process the request.
The CPPA also identifies qualifying opt-out preference signals, including Global Privacy Control, as a way to communicate an opt-out of sale or sharing to covered businesses. Whether a business must honor a signal depends on the business, the information involved and the applicable California requirements. A browser or device signal is therefore a way to communicate a choice, not proof that every retailer received it or applied it to every record associated with you.
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The limit that matters most
An opt-out of sale or sharing is a privacy choice, not a price-equality guarantee. The sources do not establish that a retailer must show you the same price as another shopper after an opt-out, nor that the request blocks every internal use of information. A business may still use information for purposes allowed by the applicable law, subject to its disclosures and other legal limits.
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Do not assume that turning on GPC removes your account history, cancels a loyalty benefit or prevents ordinary checkout processing. Read the retailer’s notice for the categories and purposes covered by its choice. If separate controls are offered for sale, sharing, targeted advertising or sensitive information, treat them as separate decisions unless the notice says otherwise.
Step-by-step: reduce data use before you shop
- Identify your jurisdiction. The instructions below use California rights as the concrete example. If you live elsewhere, check your state privacy agency or attorney general for the scope, thresholds and deadlines that apply to you. Do not assume another state provides the same opt-out right or signal treatment.
- Open the retailer’s privacy controls. Look in the site footer, account privacy area or checkout disclosures for “Do Not Sell or Share My Personal Information,” “Your Privacy Choices” or similar wording. A covered California business should make the route clear and conspicuous.
- Submit the request without creating an account. Enter only the information the retailer requests to verify or process the opt-out. Under CPPA guidance, the business cannot make account creation a condition of submitting the request.
- Record what you selected. Save the confirmation screen, email, reference number, date and the exact choices shown. If the retailer offers separate controls for sale, sharing, targeted advertising or sensitive information, note which ones you selected rather than assuming one switch covers all categories.
- Enable a qualifying preference signal. In a browser or device that supports Global Privacy Control, turn the signal on before visiting the retailer. A signal can communicate a choice across participating sites, reducing the need to find and submit every retailer’s form. Check the browser or extension’s status indicator and the retailer’s privacy notice for acknowledgement.
- Use both routes when the purchase matters. The signal and the retailer-specific request have different coverage. Using both gives you a device-level notice and a direct record with the business, where each is recognized by the applicable rules.
- Review account and loyalty settings. Read the program’s privacy notice and settings to see what information is collected, shared or used for benefits. Do not assume that leaving a loyalty program is required to obtain a lower price, or that leaving it will lower one. Decide only after comparing the stated data practices with the value of the benefits.
- Compare the same transaction elsewhere. Check the identical item, size, seller, condition, shipping method, taxes, fees, location and time. This can reveal a better deal, but it cannot prove that profiling caused a difference.
Map the choice you are actually making
Before clicking an opt-out, identify what the retailer says the choice covers. “Sale or sharing” generally describes disclosure of covered personal information to another party for purposes defined by applicable law. A separate targeted-advertising control may address the use of information to show ads. Account, loyalty and fraud-prevention settings can appear on the same privacy page but involve different functions.
- Record the category: sale, sharing, targeted advertising, sensitive information or another option named by the business.
- Record the identity covered: the current browser, device, account, household or information held by the business, as the notice explains.
- Record timing: submit the request before shopping when practical, then keep the date and any status message.
- Record trade-offs: note whether the retailer describes a benefit, feature or loyalty term connected with the choice. The sources do not establish that abandoning a benefit is necessary to receive a lower price.
Global Privacy Control versus a retailer request
These routes solve different practical problems. The CPPA describes both for California consumers, but neither is a promise that the price on your screen will change.
| Factor | Global Privacy Control or another qualifying signal | Retailer-specific privacy request |
|---|---|---|
| Coverage | Browser or device signal sent to participating covered businesses | One business and the information covered by its form |
| Effort | Enable once in a supporting browser, device or extension | Locate the privacy link and complete that business’s request |
| Scope | Communicates an opt-out of covered sale or sharing when the business must honor the signal | May expose separate choices for sale, sharing, targeted advertising or other account settings |
| Confirmation | May appear as a browser status or a retailer acknowledgement; treatment varies | Often produces a confirmation page, email or request record |
| Price effect | No guaranteed change to a displayed price | No guaranteed change to a displayed price |
A signal is convenient when you visit many participating businesses, but it can be difficult to verify from the outside whether a site recognized it. A direct request takes more effort but creates a business-specific record and may reveal choices that a general signal does not show. For an important purchase, using both routes and saving the confirmations is the most practical way to reduce uncertainty about whether the choice was communicated.
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Before submitting
- Capture the privacy page’s title, the choices available and the date.
- Note whether the page says the request applies to a browser, a device, an account, a household or the business’s entire records.
- Check whether the retailer distinguishes sale or sharing from targeted advertising, analytics, fraud prevention or loyalty benefits.
- Read any explanation of verification, processing time or how the business will display the status of your choice.
After submitting
- Look for a confirmation message or email and keep it with your records.
- Revisit the privacy center while signed out and signed in if the retailer presents different controls in each state.
- When the business provides a choice-status page, verify that the selected opt-out remains active.
- Check the browser or extension indicator for GPC and note whether the retailer acknowledges the signal in its privacy center.
If the control is missing or broken
Take screenshots of the missing link, error message, disabled button or repeated failure, including the date and the page address. Try the retailer’s alternative privacy contact method if one is provided. For California readers, the CPPA describes complaint channels for difficult or nonfunctional opt-out methods; use the agency’s official guidance for the current submission route and available process. Keep your evidence rather than claiming that a failed form proves a pricing violation.
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Common situations that can look like personalized pricing
- Signed-in versus signed-out shopping: an account may unlock a loyalty coupon or show account-specific benefits. That is not proof that the base price was calculated from your willingness to pay.
- Different locations: delivery distance, taxes, inventory and shipping terms can change the final total. Compare the same destination and fulfillment method.
- Different timing: prices and promotions can change with demand, inventory or a campaign’s schedule. Save timestamps before drawing a conclusion.
- Different channels: an app, website, store and marketplace seller may have different fees, sellers or promotions. Match the seller and complete terms.
- Different behavior: repeated browsing or mouse movements are among the types of online behavior FTC staff discuss as possible inputs, but the hypothetical examples do not establish that a retailer used those signals in your case.
Shopping practices that reduce unnecessary signals
Privacy controls are more effective when combined with disciplined shopping habits. The following practices do not establish that a retailer is profiling you, but they can reduce the amount of behavioral information attached to a purchase and make comparisons more meaningful.
- Separate research from checkout when practical. If you are only comparing products, avoid signing in until you need an account-specific function. This does not erase information already collected and does not override a retailer’s disclosures.
- Limit optional permissions. Decline permissions that are not needed for the transaction, such as precise location or unrelated device access, when the site or app offers that choice.
- Review saved data. Remove stored payment methods, addresses or browsing records only when doing so fits your security and convenience needs. Deleting a record does not necessarily withdraw a previously submitted privacy request.
- Check the final checkout total. Compare shipping, service charges, taxes, currency conversion, membership requirements and coupon conditions. A lower headline price may not be a lower transaction price.
- Use a consistent comparison record. Write down the item identifier, seller, quantity, delivery destination, timestamp and final total for each offer. This prevents ordinary channel or timing differences from being mistaken for individualized pricing.
What the FTC’s 2026 policy action means
In August 2026, the FTC announced a proposed enforcement policy statement concerning personalized pricing. It is not a final rule and it is not a general prohibition. The agency says it does not have authority to ban personalized pricing in all circumstances; the proposal focuses on potential legal concerns when companies use personal data without adequate disclosure or otherwise violate laws the FTC enforces.
FTC Chairman Andrew N. Ferguson stated in that announcement: “The FTC does not have the legal authority to ban personalized pricing in all circumstances, but businesses that fail to tell consumers how their personal data is being used to set a price may be in violation of the FTC Act and other laws we enforce.” The statement describes possible enforcement theories, not a finding that a particular retailer violated the law.
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That status matters for shoppers. The announcement does not create a universal federal button that forces every retailer to show one price, and it does not replace a state privacy request. If the FTC policy changes, its legal-library materials and the relevant state guidance remain the places to check for current scope.
Questions to ask before making a legal complaint
Gather facts that distinguish a privacy-control problem from a normal price difference:
- What exact information did the retailer say it collected, sold or shared?
- Which opt-out route did you use, on what date, and what confirmation did you receive?
- Did the business require an account, impose an unnecessary barrier or fail to provide the advertised choice?
- Were the compared offers identical in item, seller, quantity, destination, fees, timing and membership status?
- Does the retailer’s notice explain whether the information can be used for advertising, eligibility, discounts or pricing?
- Did the problem concern a missing privacy control, or only a difference in displayed prices?
These records help an agency evaluate whether a stated privacy choice was honored. A price difference alone is not enough to identify the data source or establish a legal violation.
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Limits of the California example
California’s opt-out links and preference-signal rules are not a complete guide to every U.S. consumer. State privacy laws differ in definitions, covered businesses, exemptions, verification requirements, appeal rights and treatment of targeted advertising. Rules and federal policy can change. Before relying on a legal conclusion, check the current guidance from the relevant state privacy agency or attorney general and the FTC’s legal-library materials.
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If you want the broadest low-effort privacy choice
Enable Global Privacy Control in a supporting browser or device, then check whether important retailers acknowledge it. This is efficient across participating businesses, but the signal’s effect depends on coverage and does not promise a different price.
If one retailer is your concern
Use that retailer’s “Your Privacy Choices” or “Do Not Sell or Share My Personal Information” link, save the confirmation and review any separate account or loyalty settings. A direct request gives you a business-specific record and may expose choices that a general signal does not show.
If you suspect a misleading or unusable control
Document the exact failure, preserve the retailer’s disclosures and use the applicable official complaint channel. Describe the privacy-control problem precisely; do not state as fact that the retailer personalized a price unless you have evidence establishing that connection.
Bottom line for shoppers
Start with a qualifying opt-out signal and the retailer’s own privacy request, especially if California law covers you. Treat those tools as limits on covered sale or sharing—not as a guarantee of one price for everyone. Compare complete transaction totals, keep records of every request and confirmation, and use official state or federal guidance when a business does not honor the choice it presents.
Frequently Asked Questions
Can I stop a retailer from using my browsing history to set prices?
You can request an opt-out of covered sale or sharing and use a qualifying signal such as Global Privacy Control where applicable. Those choices do not guarantee that every internal use of browsing history stops or that the displayed price changes.
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Does Global Privacy Control guarantee a lower price?
No. GPC communicates a privacy choice to participating covered businesses. It is not a price-equality tool and does not guarantee a lower price, a different offer or the end of all personalization.
Can a store charge me more because of my location?
Location can affect shipping, taxes, inventory and other ordinary transaction terms. FTC staff also identify location as a possible data input in hypothetical personalized-pricing models, but a location-based price difference alone does not prove that model was used.
Do I need to leave a loyalty program to avoid personalized pricing?
The cited guidance does not establish that leaving a loyalty program is necessary or will lower a price. Review the program’s privacy notice, benefits and separate controls before deciding.
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What should I save after submitting an opt-out?
Keep the privacy-page address, date, selected categories, confirmation screen or email, reference number and any choice-status page. Also save screenshots if the link is missing, broken or repeatedly fails.
Can a California retailer require me to create an account to opt out?
The CPPA says a covered business cannot require account creation merely to process a California opt-out request. Use the business’s stated privacy route and document any account requirement that appears unnecessary.
What if the price changes after I turn on GPC?
A change does not prove that GPC caused it. Check inventory, timing, seller, location, shipping, taxes, fees, membership terms and the complete transaction total before drawing a conclusion.
Is the FTC banning personalized pricing?
No. The FTC’s August 2026 announcement concerns a proposed enforcement policy statement. The agency says it lacks authority to ban personalized pricing in all circumstances and is addressing potential disclosure and other legal violations.
The Bottom Line
Use GPC and the retailer’s privacy request to limit covered sale or sharing, document the result, and compare complete transaction terms. These tools improve privacy control but do not guarantee a uniform price or prove why any price changed.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
