How Amazon Tricks You Into Thinking it Always has the Lowest Prices

Jason Del Rey, writing for Re/Code:

Boomerang, founded by Amazon veteran Guru Hariharan, makes software that tracks prices on shopping sites that compete with its clients, then recommends price changes dynamically. Those changes are based on rules its clients set about which products to match prices on and which to boost higher or drop lower than a competitor’s to boost profits or sales, respectively.

I find this stuff fascinating. It just seems like the way of the future. Imagine trying to implement dynamic pricing that's algorithmically calculated based on price-comparisons to competitors in a brick and mortar retail setting. I just can't see all those blue-smocked Walmart employees out there physically swapping price tags daily, based on head office directions. It just doesn't scale in the physical world like it does for an online retailer like Amazon.