The advent of algorithmic pricing has transformed perfect price discrimination from a theoretical construct into a practical reality. This chapter analyzes algorithmic pricing through the lens of law and economics, focusing on its efficiency and equity implications. Particular attention is given to the efficiency-equity trade-off, exploring how these competing objectives influence the evaluation of algorithmic pricing practices. The discussion also assesses the extent to which current legal frameworks regulate algorithmic pricing, identifying potential gaps and challenges in addressing its impact on consumer markets.