(Quartz) An analysis of retail pricing habits run by price intelligence firm Profitero revealed a pretty staggering statistic: Amazon changes its prices more than 2.5 million times a day. By comparison, Walmart and Best Buy changed their prices roughly 50,000 times each in the entire month of November.

Amazon’s business relies on its ability to offer as much as possible, as cheaply as possible, so constant price discounting shouldn’t come as a surprise. Amazon continuously monitors and undercuts its competitors’ prices. But the frequency at which the company is now changing its prices is incredible.

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