Tracked U.S. Online Sample Saw Near-Equal Counts of Price Increases and Decreases in 2025

A monitored U.S. online retail sample recorded 271,968 price increases and 270,977 decreases in 2025, a near-even split that does not reveal whether shoppers saw different offers.

Increases outnumbered decreases by 991. The two listed counts total 542,945, one fewer than the stated U.S. total of 542,946.

The global tracking covered more than 1,440 products across more than 120 e-commerce sites in 40 countries. Prices were captured every four hours from January through December 2025. The U.S. figures describe the monitored sample, not every retail price nationwide.

Dynamic pricing adjusts prices as market conditions change. Personalized pricing uses consumer information or behavior to tailor prices or promotions. The tracked movements show when product prices changed, but not why each change happened or whether shoppers received different offers.

“... who’s really going to have the power with some of these algorithms and usage of bots and AI: the companies or the shopper?” said Katie Thomas, who leads an internal consumer behavior think tank at Kearney.