Amazon's Rufus Unveils a Year of Price History, Cutting Through Discount Tricks

Amazon has added twelve months of historical pricing to Rufus, its AI shopping assistant, across the U.S., UK, and India. The feature lets shoppers check whether a discount is real or inflated—a common retail tactic where prices spike before a percentage-off sale. The transparency tool exposes not just Amazon's own pricing, but third-party seller markups too.