Amazon is giving shoppers a wider look at how product prices have changed before they buy. Its price history feature, available through the AI shopping assistant Rufus, can now show pricing data across 30, 90, and 365 days.
Before Amazon built price history into its own shopping experience, customers often had to depend on third-party plugins, browser extensions, or external tracking sites. These services helped shoppers judge whether a deal was real, but they were not always reliable. Some had device or region limitations, and others could show missing or inaccurate pricing data.
Amazon is now bringing that information directly into the product page. Instead of relying only on a current discount label, shoppers can see how the price has moved over time before deciding whether to buy immediately or wait.
Amazon says more than 50 million customers have already used price history since the feature launched in 2024. The company also says the average customer checks price history three times a month, suggesting that it has become a regular part of the shopping process for both daily-use products and bigger purchases.
There are two ways to use the feature. On a product detail page, customers can click the price history link placed next to the product price. They can also open Rufus from the product page and ask questions such as “What’s the price history?”, “Has this item been on sale in the past 30 days?”, or “Is this the lowest price recently?”
On the Amazon Shopping app, the Rufus icon appears at the bottom right corner of the product detail page. On desktop, it is available in the top navigation bar.
The feature is currently available to customers in the U.S., UK, Canada, and India. The expanded 365-day price history view is now rolling out in the U.S., UK, and India, with broader availability expected in the coming weeks.
The tool could help shoppers compare prices on electronics, home appliances, furniture, winter clothing, or everyday essentials. A product may look heavily discounted on the day of purchase, but the one-year history can show whether that price is actually low compared with earlier months.
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