Web Use Can Give Vendors Clues About Which Customers To Charge More.
"Various online retailers are occasionally caught charging different prices to different customers, including Amazon.com Inc., which said it abandoned the practice back in 2000. Researchers found in 2014 that human shoppers got worse bargains on a number of websites, compared to an automated browser that didn’t reveal its identity.
There are a bunch of ways companies can figure out how much each consumer is willing and able to pay. Some are easy -- charge more to people using an expensive Apple Inc. computer, or to people using certain types of email accounts. An online retailer can also look at people’s product search histories to steer them toward higher-priced products.
But the real money would come from big data. The more data a merchant gets about a customer -- where they live, what they buy, what websites they visit, etc. -- the better they can predict how much they’d be willing to pay for a certain product. Conceivably, with enough data, merchants could figure out the maximum amount each customer is willing to pay, and then charge them that.
And price discrimination is especially bad when combined with monopoly power -- if large, dominant online retailers get into differential pricing, consumers could suffer a great deal"
https://www.bloomberg.com/amp/opinion/articles/2018-03-09/big-data-might-tell-retailers-which-consum...