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- Guru Hariharan, CEO, Boomerang Commerce

The right price—the one that will extract the most profit from consumers’ wallets—has become the fixation of a large and growing number of quantitative types, many of them economists who have left academia for Silicon Valley. It’s also the preoccupation of Boomerang Commerce, a five-year-old start-up founded by Hariharan, an Amazon alum. He says these sorts of price experiments have become a routine part of finding that right price—and refinding it, because the right price can change by the day or even by the hour.

Amazon, including sales by third parties, had higher average prices than Macy’s and Kohl’s on 69 items of women’s and men’s clothing and shoes that Boomerang tracked from Jan. 28 through Feb. 17.