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Prime is NOT free shipping. That's an illusion. Since they introduced it, they have done everything in their power to hide the true cost of shipping in their pricing. They are constantly at war with bots, the only means the public has to tally and compare prices.
Prime is hidden shipping cost.
I was on Amazon Friday, because I got suckered into a $15 credit for Amazon only products if I bought a $50 gift card. I have to add to cart and go as far to checkout to see two things:
- Is the item an Amazon product eligible for the credit?
- What is the cost of shipping?
That caused me to waste hours trying to find something I could use the credit on. Despite being signed in with a login I've used for over 10 years, it kept requiring me to fill in a captcha just to VIEW THEIR PRODUCTS!!! This is because my behavior of going to checkout then abandoning is the only means of collecting true pricing data, and their algos are designed to make that painful to deter bots. They are afraid of anyone collecting and publishing the data demonstrating their pricing deception.
I opened up a support chat. You know how they got even for me refusing to fill out the captcha? They invalidated my password (while I was in the chat), forcing me to do a full password reset, which ... you guessed it, requires completing the captcha.