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Price fluctuations on Amazon are often a result of algorithms sellers use to optimize sales. Dynamic pricing (or algorithmic pricing) relies on algorithms that can synthesize lots of information about the marketplace and then change the price of something based on what’s happening hour to hour or minute to minute. Dynamic pricing can facilitate more competition by accurately reflecting the market and lowering prices for consumers.Dynamic pricing is already common for items like plane tickets and hotel rooms. American Airlines started using dynamic pricing in the 1980s.