Amazon expanded its built-in price tracking feature to show how much a product's price has changed over the past year, up from the previous limit of 30 and 90 days when the feature initially launched in 2024. Users can access the feature by opening the Amazon app, selecting the “Price history” button next to an item's price, or by asking Amazon's AI assistant Rufus, with the expansion now available in the U.S., U.K., and India. The Verge reported that the expansion comes just weeks ahead of Amazon's annual Prime Day event, which California Attorney General Rob Bonta cited in his “price fixing” lawsuit accusing Amazon of pushing companies to raise prices at other retailers ahead of the deals event.
