Dynamic pricing uses algorithms to adjust costs based on factors like demand, potentially allowing stores to charge different amounts to different customers for the same products.

The legislation requires retailers to maintain consistent pricing for at least one full business day and prohibits them from collecting personal information about shoppers to inform pricing decisions.

“When the seller is changing the price based on who it is, based on unclear information, based on personal data that’s been siphoned off from every possible avenue you can imagine, and the price changes by the time you walk in the door to when you put that loaf of bread on the counter, that is what is called a failed marketplace,” Senate President Bill Ferguson said.

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