Amazon's Rufus Now Displays Year of Price History, Exposing Inflated Discounts

Amazon has integrated twelve months of historical pricing data into its Rufus AI shopping assistant across U.S., UK, and India markets. The feature lets users verify whether current discounts represent genuine reductions or artificial markups applied before percentage-off promotions. The move addresses a documented e-commerce pattern where retailers inflate baseline prices before applying discounts, giving consumers transparency tools that also expose third-party marketplace pricing practices.