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Businesses may use data such as your location, browsing and purchase history, demographics, and inferred interests to tailor prices, discounts, or which products you see. But a price that changes does not prove it was personalized: demand, inventory, timing, location, and promotion eligibility can also explain a difference. You can compare equivalent offers and check the full checkout total; private browsing or a VPN is not a proven way to get a lower price.
What data can businesses use to personalize prices?
Personalized pricing uses information about a customer to estimate willingness to pay or to decide which price or discount to show. Federal Trade Commission materials describe a broad range of possible inputs, including:
- Location: general or precise location data.
- Demographics and financial information: demographic characteristics and credit history.
- Online behavior: browsing and search activity, mouse movements, and products left in an online cart.
- Shopping activity: purchase history and prior interactions with a seller.
- Information about you: details you provide directly and attributes inferred about you.
- Other sources: information from the seller’s own records or from third parties, including partners.
These signals could be used to estimate what an individual might pay, select a discount, or target a price to a person or group. They may also affect which products are shown prominently—not just the price attached to a product. The FTC staff’s issue spotlight on surveillance pricing discusses potential privacy and competition effects as well as pricing.
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In its January 2025 initial study account, the FTC said intermediary firms in its initial staff review worked with at least 250 clients selling goods and services, including groceries and apparel. That is a count of clients served by intermediaries—not 250 retailers confirmed to have charged individualized prices, and not a measure of how many consumers received them.
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The FTC described the study as ongoing, and the account included hypothetical examples. It did not establish how common personalized pricing is across businesses or consumers. The materials identify possible capabilities and inputs, not a population-wide prevalence estimate.
Is a different price personalized or dynamic?
Not necessarily. Personalized pricing ties an offer to information about an individual or group, such as a profile used to estimate willingness to pay. Dynamic pricing changes with factors such as demand or inventory. A price that differs by time or location alone does not show that a seller used your browsing history or personal profile.
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The FTC’s Rule on Unfair or Deceptive Fees FAQ says businesses may use dynamic pricing when the pricing information is not misleading. A discount can also be limited to members or other qualifying customers; it should not be mistaken for the generally available price if you do not meet the stated conditions.
There is no reliable consumer-side test in these materials that isolates why a price changed. A difference may have several explanations, including inventory, demand, location, timing, eligibility, or personal data.
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How to compare two offers fairly
Compare the same product or service under equivalent conditions. A lower headline price may apply only to a particular customer or promotion, while delivery charges or other fees change what you pay.
- Check that the product or service, seller, and sales channel match.
- Note the date, time, and location for each offer.
- Check whether membership, a coupon, or another promotion changes eligibility.
- Compare delivery, taxes, mandatory fees, and any choices that alter the price.
- Use the final payable total—not just the advertised price—as the comparison.
FTC guidance says covered mandatory fees must be presented clearly and the final amount shown before payment. If the amount changes during checkout, save screenshots or other records of the offer and the checkout total.
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What can customers do?
Compare offers and keep a record
Check the same item or service with more than one seller or channel, recording the offer’s time and terms. A difference is worth documenting, but it does not by itself establish that your personal data caused it.
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Inspect the checkout amount, including mandatory fees, shipping, and options that change the total. Keep a record if the price differs from the one you saw earlier.
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Limit some data signals if it is practical
You can review account and loyalty-program settings, limit unnecessary app or browser permissions, or consider private browsing or a VPN. The FTC’s August 2026 proposed-policy announcement mentions private browsing and a VPN as possible consumer measures, but it does not establish that either reliably prevents personalized pricing or produces savings. A seller may have account, transaction, location, inferred, or third-party information beyond a browser session, so deleting cookies or changing a VPN location is not a guaranteed neutral-price test.
Consider reporting apparent deception
If a seller misrepresents who can get a price, conceals how personal data is used to set it, or uses misleading urgency, keep the offer and checkout details and consider reporting the conduct to the FTC. The FTC says deceptive representations and undisclosed use of personal data may violate laws it enforces; whether a particular practice is unlawful depends on the facts and applicable law.
Choose another seller when you can
If you do not trust a seller’s data practices and a practical alternative is available, buying elsewhere is an option. FTC staff identify opaque pricing and barriers to finding alternatives as factors that can increase consumer harm.
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What is the FTC’s current position?
In August 2026, FTC Chairman Andrew Ferguson said: “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 accompanied a proposed policy statement and public-comment process; it was not a final rule or a general ban.
The FTC later extended the public-comment deadline to September 25, 2026. The cited materials do not establish the proposal’s later disposition. This account is limited to the U.S. federal sources cited here; it does not summarize state-by-state or non-U.S. privacy and consumer-protection laws.
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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.
