Guidance
Dynamic pricing: tips for businesses
What to think about when using dynamic pricing.
Documents
Details
Dynamic pricing is when firms adjust prices rapidly and frequently in response to changing demand conditions. It is sometimes also called ‘surge’ pricing.
The CMA has published these tips for businesses that use dynamic pricing, that can help them stay on the right side of the law and do the right thing by their customers.
Our update on our dynamic pricing project reflects research and conversations with businesses in relevant sectors, academics, regulators, trade groups and consumer bodies to gather information on how and why businesses use dynamic pricing, and its impact on consumers.
Find out more on the dynamic pricing case page.
Updates to this page
Published 20 June 2025