Price discrimination term have been around for years and the first hard price discrimination evidence appeared in 2012, when it was noticed that new buyers at Amazon were offered lower prices than the returning customers. Price discrimination happens when companies offer different prices based on consumers characteristics, such as level of income, location and other factors. It is seen as a benefit for both companies and buyers, but there is a line that price discrimination can cross to become illegal and harmful for our digital life. Companies follow our digital footprint online, they follow our purchase behavior, sites we visit, where are we from, how old we are, what are out occupations and many uncountable characteristics.