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Walmart, Amazon, and Kroger were among the most active price changers in 2025, as measured by Decodo, illustrating how major retailers are using dynamic pricing to stay responsive to shoppers and competitive conditions. Still, lawmakers continue to scrutinize the pricing concept’s impact on essential goods.
Key Takeaways
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Walmart leans into value-focused flexibility: Walmart made 68,926 price changes in 2025, with 53% of those representing discounts, while Amazon and Kroger logged 116,509 and 55,601 changes, respectively, with roughly even splits between increases and markdowns.
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Dynamic pricing is widespread and calibrated: Across more than 120 e-commerce sites in 40 countries, fashion, electronics, and groceries collectively saw over 1 million price switches in 2025, with Decodo’s data indicating retailers use dynamic pricing to balance both reductions and increases rather than push prices in one direction.
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Lawmakers probe grocery price stability: Bills in Maryland, Tennessee, and Pennsylvania seek to limit or ban dynamic pricing on groceries and other essential goods, reflecting concern that rapid, algorithm-driven shifts can be difficult for consumers to anticipate, even as retailers argue the approach can also deliver timely discounts.
