Amazon expands native price tracking to 365 days ahead of Prime Day
The feature launches in the US, UK, and India just weeks before the annual sales event, which is currently the subject of a price-fixing lawsuit filed by California Attorney General Rob Bonta.
Amazon has updated its built-in price tracking functionality to display product price history for the full 365 days, moving beyond the previous limitations of 30 or 90 days. This expansion allows consumers to analyse pricing trends over a complete year directly within the platform, a capability that was previously restricted to shorter timeframes since the tool's initial rollout in 2024.
Users can access this extended data through the Amazon app by selecting the 'Price history' button next to an item's price or by querying the retailer's AI assistant, Rufus. The update is currently live in the US, UK, and India, bringing native functionality that had long been the domain of third-party tools such as CamelCamelCamel and Keepa.
The timing of this feature launch coincides with the approach of Amazon's annual Prime Day event. This proximity has drawn attention from regulators, specifically California Attorney General Rob Bonta, who has filed a price-fixing lawsuit against the retailer. In the legal action, Bonta alleges that Amazon pushes competing companies to raise prices in the days leading up to the sales event and bullies vendors to hike prices or remove products from other shops.
While the source material notes the temporal connection between the feature release and the Prime Day event, it does not establish a causal link between the expanded tracking tool and the allegations of anti-competitive behaviour. The lawsuit remains a separate matter concerning alleged market manipulation, whereas the new feature represents a shift in how consumers can access historical pricing information.
The availability of the 365-day view marks a significant change for users relying on the platform's own infrastructure for price transparency. Previously, the built-in tracker offered only a fraction of the historical data that independent services have provided for years. This update suggests a move towards greater integration of analytical tools within the core shopping experience.
Investors and market observers will note that the rollout is currently limited to specific regions, with no confirmation of immediate availability elsewhere. As the Prime Day event approaches, the focus remains on how such data visibility impacts consumer trust and the broader regulatory scrutiny facing the retail giant.
