I desperately need to upgrade my 11 year old Paperwhite, I wanted to do it in July but the sale was only 10% off and this Prime Day it's 17% off. I remember in past years it's been 30% off. Do we think it'll go any lower for Black Friday, or is this the way it is now?

Yeah, Amazon app is emblazoned with "Black Friday" sales. I clicked on an item I was interested but when I clicked on "Add to cart", I was given the regular price - no black friday discount for non-Prime members! I cancelled my Prime membership last August, I forgot when, because Prime deliveries are sometimes for 5 days, with delivery re-schedules!

Screenshot from another community, thought it was appropriate here!

After Prime Day ended, I became curious because many of the “deals” I saw didn’t seem like actual discounts. I tracked a few hundred listings over the last 30 days using Keepa and DealSeek, and the results were eye-opening.

So I found out:

• Around 43% of the “limited-time deals” were either the same price or higher than they were 1–2 weeks before Prime Day.

• Another 30% had inflated MSRPs, meaning Amazon or the seller raised the “was” price right before the sale to make the discount appear larger.

• The only genuinely good deals were hidden listings that featured promo codes or coupon checkboxes that didn’t show up in search results.

In essence, most of Prime Day was a cleverly packaged illusion, small discounts bolstered by extensive marketing.

So next time you shop on Amazon, do a quick check with DealSeek or Keepa before hitting “Buy Now.” Many of the “deals” disappear once you look at the data.

Clearly, Jeff isn’t losing any sleep over whether you’re getting a fair deal.