Instacart ended its AI‑powered price‑testing program effective immediately on December 22, 2025, after a Consumer Reports investigation highlighted pricing discrepancies on the platform.
The program leveraged Eversight technology, which Instacart acquired in 2022 for an undisclosed sum—reported by some sources as $59 million. It enabled retailers to run dynamic pricing experiments on Instacart’s grocery‑delivery service.
Consumer Reports found shoppers paid up to 23 % more for identical items, with average price differences of 7 % or 13 % in certain cases. The findings triggered criticism from advocacy groups and lawmakers and prompted an investigation by the Federal Trade Commission.
Instacart’s blog post stated the tests “missed the mark” for some customers and raised concerns about transparency and fairness. The company said it would discontinue the program to restore trust and comply with regulatory scrutiny.
The decision removes a potential revenue stream for retailers using the Eversight tool and may limit Instacart’s ability to offer data‑driven pricing insights to partners. However, it also mitigates legal risk and aligns the company with consumer protection expectations.
The move signals Instacart’s willingness to prioritize consumer trust over short‑term revenue gains, and may improve its long‑term competitive position in the grocery‑delivery market.
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