via Fox Business:

“They showed the product at $15.42 and then exed it out to put ‘$9.99 for Amazon Prime Day.’ And on the final day, the price was like $18.44. So, we put a support ticket in right away and I rallied some friends through social media to go to their complaint board and complain,” Jacobs tells FOX Business.

Every retailer does this but Amazon wins because they always have the lowest price in a system that’s constantly beating everyone else on price in real-time. The prime day thing, that’s a horrible disservice to the loyal members. These are people who already buy almost everything from you. To raise the price only to show a discounted rate based on that inflated price should be something DOJ investigates as misleading business practices.