Lina Khan wrote for Quartz about Amazon's pricing strategies, including "personal pricing:"
Retailers don’t really talk about how to compete with Amazon—they talk about how to avoid being decimated by it.
Up until now, companies have used algorithms to chase competitors’ online prices. But lately, stores are starting to refine their strategies by focusing on a select batch of products. Expansive profiles, created by data analytics companies, that track how competitors adjust pricing give retailers a greater more options when responding in real-time.