Amazon introduces AI-powered price history via Rufus

Amazon is rolling out a new feature that allows customers to view product price histories directly on product pages. This functionality is powered by Amazon’s AI assistant, Rufus, and aims to provide greater transparency regarding whether current discounts are genuine or if prices have fluctuated significantly over time.

Users can request to see price trends over specific intervals: 30 days, 3 months, or 12 months. For the 30-day window, Amazon also explicitly lists the highest and lowest prices recorded. On desktop browsers, a “Price History” button appears near the manufacturer's suggested retail price (MSRP), while mobile app users may need to interact with the Rufus chat interface to access this data.

The data provided is specific to Amazon’s own pricing history rather than aggregated market prices from other retailers. This integration is intended to reduce the need for third-party price-tracking tools by offering built-in insights directly within the shopping experience.