John Lewis is reinstating its historic 'Never Knowingly Undersold' price promise starting September 9, two years after it was abandoned due to perceived irrelevance in a digital-first shopping environment. The revived pledge will leverage AI technology to match prices at 25 competitors, including Amazon and Marks & Spencer, and customers can receive refunds if they find a cheaper price elsewhere within seven days. This initiative marks a significant shift under the leadership of Peter Ruis, who aims to restore customer confidence in John Lewis's value proposition, which has waned amid fierce competition and profitability challenges. The retailer plans to adjust around 30,000 prices in the first week of the relaunch, supported by a major advertising campaign timed for the upcoming Christmas season. Ruis emphasized that the commitment reflects a blend of the brand's rich heritage with modern shopping needs. The move also signifies a strategic pivot for John Lewis as it seeks to regain its footing in the retail market, especially among middle-class consumers.