Instacart announced on Monday that it has stopped a pricing test that showed different prices for the same grocery item to different customers at the same time. The test was used by some retailers to understand how much shoppers were willing to pay for certain products. However, the program became controversial after reports showed that many customers noticed price differences while shopping online. Consumer groups said the practice caused confusion, especially as food costs remain high for many families.

Instacart explained that the test was random and did not use personal data. The company said it was not an example of dynamic pricing or income-based pricing. Still, public reaction led Instacart to make a decision to end the service immediately. Retailers will continue setting their own prices, and prices may still vary by store location. Company leaders stated that customer trust and price clarity are essential for long-term success. The announcement came shortly after Instacart agreed to provide refunds in a separate case involving unclear service fees. Although Instacart denied wrongdoing, it said the settlement allows the company to focus on improving customer experience. Observers believe the move reflects growing attention to fairness in online shopping platforms.