Why Amazon Just Updated Its Pricing Practices The retail giant had been accused of misleading consumers. Photo by Africa Studio / Shutterstock.com Amazon has agreed to make its pricing practices more transparent after a group of California district attorneys sued the retail giant for allegedly misleading customers through its reference prices, Courthouse News Service reports. Amazon also will pay $2 million in penalties, costs and restitution to California’s Consumer Protection Trust Fund as part of the lawsuit judgment, which was issued March 24 in San Diego Superior Court. The retailer already has made changes to its website and its pricing algorithm per the judgment, according to the district attorneys’ announcement about the lawsuit outcome.