Automated pricing tools are becoming increasingly ubiquitous in the modern economy as many businesses automate their pricing strategies to ensure their prices reflect market realities. Media attention, regulatory proposals, and a timely congressional hearing have largely focused on “surveillance pricing” and what we discussed as individualized dynamic pricing (IDP) in a previous blog. Despite fears of price gouging, these pricing methods have real efficiency benefits and are particularly effective at reducing waste.
However, there are other forms of automated tools in our day-to-day lives that do not necessarily rely on individuals’ data, as IDP does. This piece will focus on algorithmic pricing, understood as the general practice of automating the price-setting process, and the allegations that it might enable collusion amongst competitors. In the context of general algorithm-powered pricing, this alleged “collusion” typically refers to the use of automated tools to analyze market data to coordinate competitors’ prices. With a few notable exceptions, this is typical competitive behavior. For firms to compete on price, they must be able to track their competitors. Algorithmic pricing reduces the costs associated with monitoring and responding to market conditions. Taken alone, it is just using new technology to make an old process more efficient.