Instacart's Surveillance Pricing: A New Era of Shopping
Update: 2025-12-13
Description
Instacarts pricing experiments, revealed by Consumer Reports and Groundwork Collaborative, showed significant price variations for the same items at Costco and Target, with some items prices swinging by double-digits. The company used a tool called smart rounding to set individualized prices, sometimes without customers knowledge. Following the investigations findings, Instacart stopped these experiments at Costco and Target. Lawmakers are now considering legislation to ban surveillance pricing based on personal data.
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