[2][3] API divested its House and Price Attack chains in 2007 to focus its retailing strategy on the Priceline brand.

[7] Australian business publication BRW ranked Priceline as Australia's 16th fastest growing franchise by revenue in 2010.

Current brand ambassadors include Ita Buttrose, Chrissie Swan, Tanya Hennessy and Lindy Rama-Ellis, Ada Nicodemou Priceline's loyalty program, Sister Club, has over 8.4 million members, making it one of the largest retail loyalty programs in Australia.

[4][6][11] In 2007, Andrew Cruickshank, a store layout planner, was dismissed from his job from Priceline for 'operational reasons' under the WorkChoices Legislation.

[12][13] A potential class action lawsuit in 2021 was being planned by law firm Levitt Robinson on behalf of Priceline franchisees.