Dynamic pricing—common in airlines and ride-hailing—is moving into everyday retail. Pilot programs adjust prices by time of day, local inventory levels, and purchasing trends, updating shelf labels digitally.

Retailers say the approach reduces waste and keeps popular products in stock. Consumer groups argue that the model risks discrimination if prices rise in neighborhoods with fewer alternatives or if algorithms exploit urgent need during shortages.

Regulators are exploring rules that would require disclosure when prices are dynamic and ban certain categories from surge-style increases. The outcome will shape whether the model becomes a standard tool or a public backlash story.