- Is it worth worrying about this Amazon novelty?
- What changed exactly and since when?
- There is also a lawsuit: what are the risks for those who sell on Amazon?
- What changes in practice for those who sell on Amazon or on their own e-commerce?
- Three real-world scenarios: how does pricing change for an Italian company?
- Does automatic repricing become a reputational risk?
- The Omnibus Directive: what are you already obliged to do by law?
- Why is this topic urgent right now for Italian SMEs?
- How to get started concretely: the steps to adapt the pricing strategy?
- What are the most common mistakes to avoid?
- How to understand if the pricing strategy is really working?
- So, is it worth rethinking pricing for your company?
- How we see it at SHM
- Frequently Asked Questions
- Amazon has extended price history to 365 days: promotions built on artificial price hikes are now instantly recognizable to any shopper.
- Italian SMEs generated over 4 billion euros on Amazon in 2025: for those selling on the marketplace, pricing consistency becomes a brand asset, not just a tactical choice.
- The Omnibus Directive already requires showing the lowest price of the last 30 days: anyone who doesn't have a documented pricing policy yet is exposed both legally and reputationally.
- The Italian e-commerce market is worth 66.6 billion euros in 2026, but the number of online companies has dropped: only the strongest remain. Investing in pricing and a consistent digital presence is the right move now.
Updated October 7, 2026
Starting June 30, 2026, anyone opening the Amazon app can see a product's price trend over the past 365 days. If your promotional strategy relies on preemptive price hikes, shoppers can see it now — with just one tap.
Is it worth worrying about this Amazon novelty?
Yes, and not just for those selling on Amazon. The 365-day visibility of the price history changes the transparency expectations of all digital consumers, even on other channels.
From June 30, 2026, the feature price history — that is, the price history — integrated into the Amazon app shows the trend over the last 365 days, with views also for 30 and 90 days. As reported by EcomCrew , the feature is also accessible via Rufus, Amazon's AI assistant, and is available on both the app and Alexa for Shopping.
Before, the time window was much shorter. Now a buyer can check in a few seconds if today's price is really a deal or if it was inflated in the weeks leading up to a promo.
| Your situation | Impact | why |
|---|---|---|
| Sell on Amazon with automatic repricing | High | Unstable pricing patterns become visible to all buyers |
| Run promos with a preemptive price hike | High | The consumer sees the real price over the last 12 months and dismantles the offer |
| You have stable and consistent prices across channels | Low / opportunity | Your pricing history becomes a signal of reliability |
| Sell only on your own e-commerce site | Medium | Consumers expect the same transparency even outside of Amazon |
| You are a B2B company on Amazon Business | Medium-high | Price sensitivity is high; consistency is even more critical |
What changed exactly and since when?
Amazon extended the price history to 365 days on June 30, 2026, adding the yearly view to the already available 30 and 90-day windows. The feature is built right into the app and can also be accessed via Rufus.
To access the feature, simply open the Amazon app, go to the product page, and select the button Price history next to the price. Alternatively, you can ask Rufus, the AI assistant integrated into the app, directly.
As reported by The Verge , the move has a dual purpose: to improve the shopping experience and respond to accusations of price opacity that Amazon is facing legally.
- 1 · Buyer Opens the product page on the Amazon app View the current price and the Price history button.
- 2 · Buyer Select the 365-day view See the complete price trend over the last year, with 30 and 90-day views available.
- 3 · Buyer Compare with current price Evaluate whether the offer is real or built on a prior increase.
- 4 · Seller Suffers or takes advantage of transparency Those with stable prices gain credibility; those with frequent fluctuations lose conversions.
There is also a lawsuit: what are the risks for those who sell on Amazon?
The California Attorney General updated the price-fixing lawsuit against Amazon in February 2026, with the trial set for January 2027. The case involves well-known brands and concerns pricing dynamics across all channels, not just Amazon.
The California lawsuit against Amazon for price fixing — meaning the practice of artificially coordinating prices to maintain a competitive edge — was updated in February 2026 with a request for a preliminary injunction. According to the Attorney General Rob Bonta , Amazon allegedly pushed vendors like Hanes, Levi’s, and SkullCandy to raise prices on Walmart, Target, Best Buy, and other retailers in the days leading up to Prime Day.
The trial is scheduled for January 2027. For SMEs selling on Amazon or competing with products on the marketplace, this scenario introduces new reputational and legal risk variables.
| Risk | Who is exposed | what to do |
|---|---|---|
| Preventive hikes before promotions | All sellers with aggressive promo strategies | Document every price change with an internal rationale |
| Pressure on third-party channels | Brands that also sell on other marketplaces | Check price consistency across all active channels |
| Consumer perceived opacity | Those without a public pricing policy | Define and communicate the pricing logic transparently |
| Regulatory sanctions (Omnibus Directive) | All B2C sellers in Italy | Show the lowest price of the last 30 days on every promotion |
What changes in practice for those who sell on Amazon or on their own e-commerce?
Having 365 days of price history changes buying behavior on three levels: promotional strategy, competitive positioning, and catalog management.
An informed buyer can now check if the current price is in line with the historical average or if it's a temporary spike. This has concrete effects on those who manage a catalog on Amazon, but also on those who have their own e-commerce: consumers accustomed to the transparency of the marketplace tend to expect the same level of information on brand and retailer sites as well.
For those selling on Amazon Business in the B2B sector, price sensitivity is often even more marked. A history of unstable prices can jeopardize business negotiations that rely on trust in the supplier.
Those managing campaigns on Amazon can learn more about how price transparency intertwines with advertising visibility in the article on Amazon Ads and budget measurement , part of the insights from Marketing and ADV performance .
Three real-world scenarios: how does pricing change for an Italian company?
A fashion e-commerce, a manufacturing producer, and a B2B professional studio approach the novelty differently. Here's how it translates into practice.
Illustrative examples: numbers are meant to show the reasoning, they are not real customer data.
| Company type | Current situation | Risk with 365-day price history | Recommended action |
|---|---|---|---|
| Fashion e-commerce (retailer) | Increase the price by €20 before Black Friday, then do -20% | The buyer sees the real price and ignores the promotion | Stabilize the base price; use bundles or exclusive benefits for promotions |
| Manufacturing producer (B2B) | Prices vary based on raw material costs | The buyer sees fluctuations and asks for explanations or switches suppliers | Document variations with price list update notes |
| Store network with Amazon Marketplace | Hourly automated repricing based on competitors | Unstable patterns visible over 12 months; conversion rate drop | Set minimum and maximum thresholds in the repricing tool; review the logic |
Does automatic repricing become a reputational risk?
Yes. Repricing algorithms that react to competitors in real-time can generate price patterns that are difficult to justify over a 12-month horizon.
Many sellers on Amazon use tools for automatic repricing — software that adjusts prices in real time based on the competition. With visibility extended to 365 days, these algorithms can create a price history that looks chaotic to the consumer.
A product whose price fluctuates by 15-20 euros within a few weeks will seem unstable. Systematic increases before events like Prime Day will be evident. The repricing strategy needs to be rethought with a longer time horizon and deliberate thresholds, not just reactive ones.
This topic connects directly to the evolution of Amazon's AI tools: those who want to understand how AI is also changing product search can read the in-depth article on Amazon AI and product images .
The Omnibus Directive: what are you already obliged to do by law?
Since April 2, 2023, the Omnibus Directive has been in force in Italy: every B2C promotion must indicate the lowest price applied in the preceding 30 days. Those who fail to do so risk penalties.
The Omnibus Directive (implemented in Italy by Legislative Decree 26/2023) forces e-commerce sellers to show the lowest price applied in the 30 days prior to any price reduction announcement. The rule applies to B2C. As explained by Shopify Italy , perishable food products, services, launch prices, and personalized offers are excluded.
Amazon's new move should therefore be read alongside this already existing regulatory obligation. Anyone who hasn't updated their e-commerce yet faces risks both legally and reputationally.
| Obligation / New feature | Source | Who it affects | Deadline / Status |
|---|---|---|---|
| Show lowest price of the last 30 days on every promo | Omnibus Directive / Legislative Decree 26/2023 | All B2C sellers in Italy | Effective since April 2, 2023 |
| 365-day price history visible to buyers | Amazon (June 2026 update) | All sellers on Amazon | Active from June 30, 2026 |
| California price fixing lawsuit | Attorney General Bonta | Amazon and suppliers involved | Trial set for January 2027 |
| Digital Markets Act (EU) | European Commission | Large digital platforms | In force, gradual application |
Why is this topic urgent right now for Italian SMEs?
The Italian e-commerce market is worth 66.6 billion euros in 2026 and Italian SMEs generated over 4 billion on Amazon in 2025. But the number of online businesses has dropped: only the strongest and most structured ones are surviving.
The market is growing, but consolidating: over 23,000 businesses stopped selling online in 2026, while around 22,000 new ones joined. More than 90% of active ones are micro and small businesses, according to data Netcomm / Cribis . Those who stay are stronger, but also more exposed to competitive price pressure.
The Italian SMEs on Amazon generated over 4 billion euros in sales in 2025, with more than 100 million products shipped. For these companies, pricing transparency isn't a technical detail: it's a direct competitive lever. Those who want to understand how the Amazon ecosystem is evolving, also on the AI distribution front, can read the in-depth analysis on Shopify and AI channels for e-commerce .
How to get started concretely: the steps to adapt the pricing strategy?
Three operational priorities: price history audit, definition of an omnichannel policy, and review of automatic repricing tools.
- 1 · E-commerce / marketing manager historical pricing audit Download the price history for the last 12 months across all active channels: Amazon, your own website, other marketplaces. Spot the biggest swings and promos built on pre-sale price hikes.
- 2 · Management / marketing manager Define an omnichannel pricing policy This doesn't mean identical prices everywhere, but rather a clear, documented logic that justifies differences between channels. Keep internal records of any major price change.
- 3 · E-commerce / IT team Review your automated repricing setup Set minimum and maximum thresholds that reflect a deliberate strategy. Avoid overly frequent or large swings that look confusing on a yearly timeline.
- 4 · Legal / compliance manager Check compliance with the Omnibus Directive Ensure that every B2C promotion shows the minimum price of the last 30 days. Check that your e-commerce is already compliant with Legislative Decree 26/2023.
- 5 · Marketing / content team Boost perceived value beyond just price Invest in authoritative product content, verified reviews, and brand storytelling. Brand strength reduces dependence on the price variable alone.
What are the most common mistakes to avoid?
The first mistake is doing nothing, convinced that the new rule only concerns Amazon. The second is relying on unlimited automatic repricing, generating an inconsistent price history.
| Error | Why it is a problem | How to avoid it |
|---|---|---|
| Do not audit historical pricing | You don't know what consumers see when looking at your 12 months of prices | Download historical data before any promotional campaign |
| Keep doing preemptive price hikes before promos | They are immediately visible and damage brand reputation | Build promos on bundles, add-on services or exclusive perks |
| Automatic repricing with no thresholds | Generate frequent fluctuations that appear chaotic over 12 months | Set deliberate price ranges in your repricing tool |
| Ignoring the Omnibus Directive | Risk of sanctions and loss of consumer trust | Update your e-commerce to Legislative Decree 26/2023 if you haven't yet |
| Do not communicate price changes | The consumer perceives inconsistency without understanding the logic | Document and, where possible, communicate the reasons for variations |
Another underestimated mistake involves ad campaigns: those who invest in Amazon Ads without a consistent pricing strategy risk paying for traffic that doesn't convert, because the buyer sees an unconvincing price history. On this topic, the in-depth guide is useful at Amazon Ads AI multi-format .
How to understand if the pricing strategy is really working?
Monitor the conversion rate by product, reviews that mention price, and the stability of organic ranking on Amazon. These are the most direct signals.
| Indicator | What it measures | Recommended frequency |
|---|---|---|
| Conversion rate per ASIN (Amazon product code) | How many visitors become buyers; it drops if the price appears inconsistent | Weekly |
| Reviews mentioning price or value | Customer perception of the quality/price ratio | Monthly |
| Organic ranking on Amazon for key keywords | Price stability influences organic visibility | Monthly |
| Return rate for 'unfavorable price' | Signal of unmet expectations on perceived value | Monthly |
| Average price vs. competitor comparison over 90 days | Competitive positioning over time | Quarterly |
| Traffic and conversion on your own e-commerce | Spillover effect of Amazon transparency on the direct channel | Monthly |
So, is it worth rethinking pricing for your company?
It is worth it if you have a promotional strategy based on frequent discounts or upfront list price hikes: 365-day transparency tears it down. Better to act now, before your competitors do it for you.
A middle ground you already have fairly stable prices but have never documented your omnichannel pricing policy. This is the right time to do it, without waiting for a consumer or regulator to ask you.
Not yet if you only sell products with fixed prices and don't run promotions on Amazon. The direct impact is minimal, but it's still worth checking compliance with the Omnibus Directive on your own e-commerce site.
How we see it at SHM
For us, pricing transparency isn't a constraint to endure: it's an opportunity for companies that have already built a solid brand. We believe AI and digital tools should be used to free teams from mechanical price management — automatic repricing without strategy — and give back time and attention to the decisions that truly matter: perceived value, customer relationships, and consistency across channels.
We work with Italian companies that sell online and need to integrate pricing logic into their overall digital presence. We've seen, for example, how a manufacturing company with a catalog on multiple marketplaces can transform price variation documentation into a communication element for B2B buyers, strengthening trust instead of succumbing to pressure.
If you are considering how to structure a consistent digital presence that also holds up to the test of algorithmic transparency, you can explore our services. strategic AI integration , the solutions for Shopify e-commerce and the google ads campaigns to strengthen the direct channel. For a discussion on your specific situation, you can write to us from contact page .
Those who want to understand how the Amazon ecosystem is evolving, also in terms of trust and anti-fraud, can read the in-depth analysis on Amazon Alexa Shopping AI and retail trust .
Frequently Asked Questions
At launch, the feature was introduced primarily on the Amazon app and via Rufus, the built-in AI assistant. Desktop availability may vary by market and platform version. It is advisable to check the current situation directly on the app for your target market.
No, but you need to set it up with deliberate minimum and maximum thresholds. The problem is not repricing itself, but the frequent and wide fluctuations that over a 12-month horizon look inconsistent to buyers. Set price ranges that reflect your strategy, not just a mechanical reaction to competitors.
The Omnibus Directive applies to all B2C sellers operating in Italy, including those selling on marketplaces like Amazon. The obligation to show the minimum price of the last 30 days on every promotion concerns the seller, not the platform. Ensure your product listings are compliant.
Open the Amazon app, search for one of your products like a buyer would, and select the Price history button next to the price. You'll see the trend for the last 365 days with 30- and 90-day views. It's the most direct way to understand what someone considering a purchase sees.
Not necessarily, but the differences must be justified by clear logic: different channel costs, additional services included, different return policies. The problem arises when the differences appear arbitrary or when the price on Amazon is systematically higher before a promotion.
The penalties set by Legislative Decree 26/2023 can reach up to 4% of the annual turnover generated in Italy, with a minimum of 50,000 euros in the most serious cases. Beyond the financial penalty, the reputational risk is significant: consumers and the media are paying more and more attention to deceptive pricing practices.
The price you applied yesterday is now public proof: the question is not whether to adapt to transparency, but whether your brand can withstand scrutiny.
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