as sanitizers and masks, prices of essential products 'sold by Amazon' had also seen a hefty rise in prices. Amazon claimed this was a result of software malfunction. Uber Uber's surge pricing has also created controversy. In 2013, when New York was in the midst of a storm, Uber users saw fares go up eight times the usual fares. This incident attracted public backlash from even celebrities, with Salman Rushdie amongst others publicly criticising this move. After this incident, the company started placing caps on how high surge pricing can go during times of emergency, starting in 2015. Drivers have been known to hold off on accepting rides in an area until surge pricing forces fares up to a level satisfactory to them. Coca Cola As the largest beverage company in the world, Coca-Cola sells nearly 20,000 bottles of Coca-Cola every second. Dynamic pricing is unacceptable to consumers. In 1999, Coca-Cola launched a new interactive vending machine that can detect the surrounding temperature, and the price of Coca-Cola in the vending machine will be more expensive when the temperature is higher. The incident sparked reports in The New York Times and others. From a customer perspective, it would no longer be considered fair that the weather would be hotter and pay more. Price discrimination, where prices may be higher all year round in warm countries and lower in countries with cooler average temperatures. Sales in warmer countries are likely to fall. Price discrimination can harm Coca-Cola's brand image. See also Hedonic regression Pay what you want Price discrimination Price gouging Variable pricing Demand shaping References External links In Praise of Efficient Price Gouging (2014-08-19), MIT Technology Review Pricing Economics of regulation Economics and time