To most consumers, Prime looks like a lovely convenience offering free shipping, and it’s hard to find better prices elsewhere. But the reason you can’t find better prices isn’t because Amazon sells stuff cheap, but because it forces everyone else to sell stuff at higher prices. All of this is done so Amazon can continue to offer ‘free shipping’ while using access to its hundred million plus Prime members as a cudgel to force third party sellers to pay high fees.
You always pay one way or another. Concealing true cost is the American way, just look at the FED and our tax system.