Though the “list price” is purported to be a price that the item was sold for during the past 90 days, the lawsuit claims that Amazon is making them up in order to trick people into thinking they’re getting a deal.
To prove it, attorneys tracked the prices of many Amazon Fire TVs for almost a year in some cases. The actual price never got as high as the list price, except in some instances where Amazon hiked the price up to the list price “for an extremely short period, in some instance as short as literally one day, and then immediately to lower the actual sales price back down.”
While this may all sound like typical, not-quite-ethical sales tactics, Amazon previously settled a different consumer protection lawsuit in 2021 about similar false reference prices. They were barred from advertising false or misleading prices at that time. So if this new lawsuit proves they’re doing it again, it could mean bigger problems for the retail giant.
