Different people are getting charged very different prices online for the exact same merchandise based on their age, gender, income, where they live and so on. The prices you are charged online are based on data that has already been collected on you concerning your past spending habits, what you like, your socio-economic status and various other demographics.
One tip for online consumers to try and level the playing field somewhat is when you fill your cart online with product(s) you would like to purchase, wait a few days up to a few weeks possibly before you make the purchase because eventually you may get a message from the online retailer offering you an incentive or discount to buy the product(s) you loaded into your cart but have not purchased yet since the retailer has not heard from you concerning the purchase(s) you were considering to make.
SUPPLEMENTAL SOURCE: CANADIAN BROADCASTING COMPANY (CBC) INVESTIGATIVE NEWS REPORT 11/24/17