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By Joe Shelerud · December 1, 2025 · Curated by George's Blog
New this holiday season – a price tracker built right into all Amazon Product Detail Pages.
Amazon’s AI assistant, Rufus, now includes a built-in price tracker. Price tracking tools aren’t new, but they were mostly used by deal chasers and tech-savvy shoppers. Now the functionality sits inside every mobile product detail page. That puts price history at everyone’s fingertips.
Shoppers can quickly check whether a promotion is actually a deal. If your brand isn’t offering a meaningful discount, you could see the classic imbalance: high clicks and lower orders. Strong CTR, weaker conversion.
And once a shopper opens the Price History panel, Rufus can pull them into a full chat about product features, tradeoffs, and alternatives. That could help or hurt depending on the strength of your offer and your competitive set.
As a consumer, I find it useful. On mobile, look for Price History next to the list price. Tap it and you’ll see a 30-day and 90-day view powered by Rufus.
This is one of the many ways AI could reshape how people shop this holiday season. The challenge for brands isn’t only timing deals this year, it’s navigating an era where AI guides how shoppers evaluate and choose products.