Not to defend Amazon, but in past years the comments in Reddit on this issue pointed out that Amazon has requirements on markdown percentages to qualify for prime day and lightning sales. As a result, vendors who control their price will artificially increase their price over the days leading to prime day and then apply the “discount”.

I do wish that if that were the case that Amazon actually address it as they should be able to detect that pattern. I unfortunately think they don’t care as they make money regardless. I just wish they care a bit more about earning and keeping trust.