You're right, but I did just recently find out about their deceptive pricing model, which I posted here earlier, about how nearly everything is shown as a sale item now with a % off their MSRP price. Their "sale" price is actually their normal selling price. I don't know how they get away with it, but a lot of states have laws against that. I know I read somewhere in one of New Hampshire's laws (maybe the Consumer Protection Act) that if a store is listing an item as a "sale price" or "new lower price", it has to actually be lower than what it was sold at up to 90 days ago. After 90 days, they can't use the words "sale" or "new lower price".
This won't stop me from shopping on Amazon, but it will make me do some investigating when I think I'm getting a "good deal" when it really isn't a deal at all.
Edit:
I'm not talking about their Prime deals or Lightning deals, i'm talking about their every day stuff. Look up any tools, such as Channellock, and you'll see that 90% of the items sold by Amazon are listed as a % off, like it's a sale, when it really isn't.