Consumer expert Grace Forell, appearing on ITV's This Morning, has advised shoppers to disable phone apps before making purchases on Amazon. The tip aims to prevent price hikes driven by dynamic pricing algorithms that track user behaviour.
Forell explained that apps on smartphones can collect data on shopping habits, which retailers may use to adjust prices in real-time. By disabling apps or using a browser in incognito mode, consumers can avoid being targeted with higher prices based on their browsing history.
The expert's advice comes amid growing concerns over personalised pricing, where online retailers show different prices to different users. Forell suggested that shoppers compare prices across devices and clear cookies regularly to ensure they are getting the best deals.
This Morning viewers were encouraged to take control of their online shopping experience by limiting the data shared with retailers. The segment highlighted the importance of digital privacy in achieving fair pricing.
