An analysis by price intelligence firm Profitero on retail pricing habits has 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.

Over the past 12 months alone, Amazon has increased its number of daily price changes ten-fold, Profitero noted. Amazon isn’t limiting the price adjustments to physical goods, either; the company has even been keen on discounting its cloud services, which it’s done 31 times since 2006.

Photo credit: TeleRead

Via Quartz