tech

December 22, 2025

Instacart ends AI-driven pricing tests that pushed up costs for some shoppers

A study earlier this month showed that Instacart's algorithmic pricing tools caused shoppers to pay different prices for identical items from the same store.

Instacart ends AI-driven pricing tests that pushed up costs for some shoppers

TL;DR

  • Instacart will no longer allow retailers to run AI pricing tests on its platform.
  • The decision comes after a study showed shoppers paid different prices for identical items.
  • Federal regulators, including the FTC, questioned Instacart about its pricing practices.
  • Instacart stated that the tests, run with a small number of retail partners, were not based on personal user data.
  • A study by Consumer Reports found price variations that could cost customers over $1,000 annually.
  • Instacart previously faced an FTC order to pay $60 million in refunds for deceptive subscription tactics.

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