Amazon Prime Day is pretty much Christmas in July for Amazon Prime subscribers. On this heavily publicized day each year, Amazon offers a host of products at reduced prices for one day only. The sales are advertised for weeks in advance, but there’s just one question: are the prices actually reduced?

What Could Be Wrong?

Prime membership costs $119 a year or $10.99 a month and comes with benefits, such as free movie and book downloads and express shipping on orders year round. Some Prime members are complaining after this year’s Prime Day.

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There have been reports that some of the items announced as being “on sale” for Prime Day were actually listed as cheaper hours before the event and the price was hiked when the festivities began. Amazon has responded by saying that prices are always available for the customer to check.

Watch Your Back

Prime Day is a sale that is limited by time and availability. When the day is over, the sale prices expire. When an item is sold out, it is no longer available for the sale price. These are high-pressure marketing tactics.

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Although these conditions are not underhanded, they can certainly result in impulse buying.

What To Take Away

Amazon is a corporation that exists for the purpose of making profits. Prime Day is so important to Amazon that it spends millions on advertising it. This year, the retail giant even enlisted Ariana Grande and Take That to promote the day through concerts in the UK and America.

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Prime Day is great if the items you’re purchasing are actually cheaper that day. It’s your responsibility as the buyer to figure out if you’re really getting a good deal. Let the buyer beware and let Amazon prosper!