A growing number of online retailers continue to adopt dynamic pricing systems that adjust product prices automatically based on real-time demand, inventory levels, and competitor pricing signals.
These systems can change a single product's displayed price multiple times within one day, a shift that industry analysts say complicates the traditional "was/now" discount format shoppers have relied on for years.
Consumer advocates have encouraged shoppers to focus more on whether a final price seems reasonable in the moment, rather than anchoring heavily on a specific percentage-off figure that may already be outdated by the time of purchase.