Amazon Expands Rufus Price History to a Full 365 Days — Customers Can Now See a Year of Pricing on Product Pages and Via Rufus Chat
On May 1, 2026, Amazon announced an expansion of its price history feature from the existing 30-day and 90-day views to a new 365-day window. Customers can now see a full year of pricing on Amazon product detail pages and by asking Rufus, Amazon's AI shopping assistant. Amazon staff wrote in the official announcement that the 365-day insights are rolling out to customers in the U.S., UK, Canada, and India, with full availability expected in the coming weeks. Amazon stated that more than 50 million customers have already used the price history feature since its 2024 launch. The expansion is part of a broader Rufus update bundle that also includes Scheduled Actions, consolidated price-alert auto-buy, Shop Direct cross-web purchasing, and Custom Shopping Guides — all of which were also highlighted on May 1, 2026 by Rajiv Mehta, VP of Conversational Shopping at Amazon.
Key Points
- Announced May 1, 2026: Rufus price history extends from the existing 30/90-day views to a new 365-day window — customers see a full year of pricing
- Available on Amazon product detail pages and through the Rufus chat interface — customers can ask Rufus 'how has this price changed?' and get a 365-day chart
- Rolling out to customers in the U.S., UK, Canada, and India, with full availability expected in the coming weeks
- Amazon says more than 50 million customers have used the price history feature since its 2024 launch
- Bundled in the same May 1 update with other Rufus capabilities Amazon highlighted: Scheduled Actions (recurring AI-driven cart-adds), consolidated price-alert auto-buy, Shop Direct / Buy For Me cross-web shopping, and Custom Shopping Guides
- Amazon frames the longer window as a transparency feature: customers can evaluate whether today's price is genuinely a deal against a full annual pricing cycle, rather than only the most recent 30 or 90 days
What You Should Do Now
- 1Pull a 12-month price history of your top ASINs and review whether your 'sale' anchor prices look credible against the full year — a recurring artificial markup will now be visible to shoppers, not just last quarter
- 2Audit any deal or coupon strategy that relies on shoppers comparing only against a recent high — with a full-year view, the lowest price in the last 12 months becomes the de facto reference price
- 3If you sell in repeat-purchase categories (consumables, household, pet, beauty), align your promotional cadence with how Rufus's Scheduled Actions and price alerts work — auto-buys trigger on the customer's chosen target price, which is now anchored against a year of data
- 4Coordinate with brand or marketplace teams running off-Amazon listings: a price visible on Shop Direct / Buy For Me at a lower point can be surfaced inside Rufus alongside your Amazon listing's full-year history