Kristin Schwab

Most of it looks the same.

Oh, here's one.

Same Colgate toothpaste, same cool mint flavor, same 6.3 ounce size, different prices.

On the page where I am not signed into my account, it is $3.74.

And on the page where I am signed into my account, it is $3.96.

Walmart told me because prices can vary by market, customers may occasionally see slight differences as price matches and changes are executed in real time.

All this to say, personalized pricing or not, there's some kind of algorithmic something happening here.

Turns out companies know a lot about us, but we don't know so much about them or how they decide what we pay.