Walmart Declares Prices Won’t Vary With Customer Data

In a letter to shoppers, Walmart CEO John Furner confirmed that the retailer will not adjust product prices based on a customer’s personal information, shopping history, or the time of day. The company’s recent rollout of digital shelf labels is intended to streamline store operations and reduce the time associates spend on price updates, rather than to enable dynamic pricing. Furner emphasized that factors such as a shopper’s income, urgency, or perceived willingness to pay will not influence pricing. He also noted that Walmart will not use conversations with its in‑store assistant, Sparky, to alter prices. The move follows earlier reports that the chain had considered dynamic pricing models.