FTC Demands Algorithmic Pricing Data from Nine Major Companies

The Federal Trade Commission is forcing nine major US companies to reveal the internal logic behind their pricing and pay structures. The inquiry targets Delta, United, JetBlue, Lyft, Uber, DoorDash, Instacart, Target, and Walmart. The agency wants to know how these firms use algorithms and loyalty programs to determine what customers pay and what drivers earn.

This move follows growing evidence that similar services often cost different amounts for different people. The FTC is investigating whether factors like buying history or participation in rewards programs create price gaps. The same scrutiny applies to gig workers, who may receive different fares based on personal data.

FTC Chair Andrew Ferguson said the agency will scrutinize the opaque methodologies used to set these prices. He noted that companies may be using these tools to determine how much consumers pay for the same product or service. The demand for information is part of a larger effort to understand if these practices are fair to the average family.

The commission is asking companies to turn over data that shows how prices vary from person to person. The inquiry specifically looks at the use of personal data analysis by advanced algorithms. It also examines how loyalty program participation affects the final cost of a ticket, ride, or delivery.

The probe fits into a wider pattern of legal actions against surveillance pricing. In January 2025, the FTC found that details like precise location and browser history are frequently used to target individual consumers. This follows a July 2024 inquiry that examined firms selling surveillance pricing products to other businesses.

Several states are also moving to ban these practices. Legislators have introduced bills to restrict electronic shelf labels that adjust prices based on shopper habits. The FTC notes that while it can police unfair acts, it cannot fine airlines. However, it has joined state agencies in pursuing penalties against other named companies.

Rohit Chopra, head of California’s new Business and Consumer Protection Agency, offered a skeptical view of past agency efforts. He said previous studies rarely led to meaningful rule-making changes. The nine companies now have a new deadline to provide the specific data requested by the federal regulators.