Dynamic pricing can be regarded as the latest trend in pricing by which the industry of e-commerce has been taken at storm. Even though the concept is not completely new and it is being used by companies over the years randomly, it is something certainly which is more pertinent in the new ecommerce companies’ age. Dynamic pricing can be regarded as a strategy in which there is adjustment in prices of product in a continuous manner, in a matter of minutes sometimes, in reaction to the real-time demand and supply. For instance, Amazon, the worldwide e-commerce giant, can be referred to as one of the biggest retailers that used dynamic pricing and prices were updates in every ten minutes. Flexibility is allowed by dynamic pricing without the value of brand being compromised. Money is saved in the long-run. It can be effectively managed with the appropriate software (Reichstein, Härting & Häußler, 2019).