Seattle's City Council has passed a new law that stops big grocery stores from using artificial intelligence and personal data to charge shoppers different prices for the same items.

What this means for you

If you shop at a large grocery chain in Seattle, this law is meant to protect you from hidden price hikes based on things like your race, gender, job status, location, or even what you type into a store chatbot. But some grocers warn it could also mean fewer coupons and loyalty discounts for everyone.

Here is what happened. The Seattle City Council voted 7-2 on Tuesday to approve the Fair and Transparent Pricing ordinance. Councilmembers Robert Kettle and Maritza Rivera voted no. The bill now heads to Mayor Katie Wilson for her signature.

The law targets what some call "surveillance pricing." That means using your personal data, such as your browsing history or social media activity, to set a price just for you. Under the new rule, grocers must post clear prices that are the same for every customer.

The law does not touch traditional discounts. Coupons, senior and veteran discounts, and loyalty programs are still allowed, as long as they are offered openly to everyone who qualifies.

Councilmember Alexis Mercedes Rinck, who helped write the ordinance with Wilson, said the goal is to stop companies and data brokers from quietly using your information to change what you pay for everyday needs. This site is here to explain terms like "data broker" so you do not need a dictionary to follow news like this. A 2025 Consumer Reports investigation found that algorithm-based pricing at major retailers led to price gaps of up to 23% for the same groceries.

The rule applies only to grocery chains with at least 20 locations worldwide, plus delivery services. Smaller markets, convenience stores, and farmers markets are not covered.

Grocers are pushing back. Amanda Dalton, head of the Northwest Grocery Retail Association, said the city could have blocked data-based price hikes without putting real savings programs at risk. Safeway said in a statement that it does not raise prices using personal data, and that it only uses that data for voluntary deals like digital coupons.

Rivera, who voted no, said she backs banning data-driven price increases but worries this law could push stores to cut discounts instead. The Washington Retail Association raised a similar concern, saying the law could expose stores to legal trouble and lead them to drop tailored promotions.

If you shop in Seattle, keep an eye on your favorite store's loyalty app in the coming months to see if deals change.

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