Instacart is ending its controversial price tests

Instacart is discontinuing all item price testing on its platform immediately. This decision follows a recent study highlighting price discrepancies some customers experienced, and an impending FTC investigation. The price tests involved varying prices for certain items among different users. Instacart's spokesperson stated that retailers will no longer use Eversight's technology for these tests. The company defended its practice, calling it A/B testing, common in the grocery industry, for potentially lowering prices. Instacart emphasized that it doesn't set prices, which are determined by its retail partners. The tests were not based on personal shopper information. The company mentioned "misconceptions and misinformation" regarding the testing. Retailers will still set product costs that can vary by location. Instacart’s move comes amid growing scrutiny of its pricing strategies.