Saturday, August 6, 2022

Some Amazon Prime Day deal prices are lower outside of sales events, data shows

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Shoppers may be paying over quota for items despite their Prime Day discounts as prices have been increased throughout the rest of the year

As the second day of Amazon’s discount campaign begins today, the online retailer is promoting its deals on thousands of electronics, homeware and beauty products.

Shoppers have been warned that tempting deals for Amazon’s Prime Day event may not represent a significant discount on what they may have paid for earlier in the year.

The Prime Day discounts begin Tuesday 12th July and last until midnight Wednesday 13th July on Amazon own-brand products such as Fire tablets and Echo smart speakers, as well as items from other sellers.

But shoppers may be paying above average for items despite their Prime Day discounts after prices increased throughout the rest of the year, according to an analysis of pricing data.

Figures show customers could lose hundreds of pounds when buying high-priced items such as iPads, which rose by 1 per cent in price on Prime Day 2020 and by 43 per cent the following year, according to price comparison site idealo.co.UK.

The price of Lego kits has also increased, rising 38 percent in 2020 and 3 percent in 2021.

Other items to avoid include dishwashers from well-known brands like Bosch and Hotpoint, which are up 32 percent and 32 percent, respectively, in 2020 and 2021.

Consumer Center Which? also warned that many discounts will result in items still selling for more than their maximum price.

The Miele Complete C3 Silence EcoLine vacuum cleaner, for example, costs £214.99, a 20 per cent discount from its ‘usual’ price of £270.

But which one? found that the home appliance was on sale in December 2019 for £129.99, a much lower price.

The Oral B Smart 5 5000 toothbrush is also on offer for £77.10, which Amazon says represents a 55 per cent discount on the original £169.99 price. But it was sold a lot cheaper, including as low as £49.99 in December 2019.

Reena Sewraz, Senior Shopping and Money Editor The?said: “Amazon Prime Day may offer members exclusive access to discounts, but shoppers should be aware that not every offer is worth jumping on.

“Don’t let yourself be pressured into making an impulse purchase. Think about what you really want, need and can afford. It is also worth reading product reviews and researching the price history of the item [which] helps ensure you stay on budget and get the best value in the sale.”

Price comparison site Idealo urged shoppers to be “vigilant” and “spend wisely” as the prices of toys, consoles, sneakers and other items have also risen every year, making the discounts offered on Prime Day actually far smaller than they appear.

Idealo’s Katy Philips added: “It’s important to evaluate the track days and weeks before the main event to see if you can buy at a cheaper time.

“While it’s easy to get caught up in the hype surrounding a major globally promoted sale, follow our tips and guides before you buy anything as it can save you money by just waiting a few months.”

Preparation is key

Decide what you need to buy and start your research as soon as possible. Check sites like Google Shopping, Kelkoo, or Price Runner to see how prices differ at other retailers. It’s also worth checking out similar brands or models to see if there might be a better deal if you look elsewhere.

Don’t be distracted by an old price

Similarly, retailers sometimes increase the price of an item to advertise a “big savings” afterwards. This practice, known as “anchor pricing,” is designed to show buyers a better deal than what they’re actually getting. Sites like CamelCamelCamel for Amazon and Price Runner for broader market coverage can help you show how prices have changed over time.

Be sure of what you need

It can be a good idea to write a list of what you need and work towards not deviating from it. Amazon and other retailers may try to distract you with tempting offers, but don’t try to buy items you don’t need on a whim, especially if you haven’t already researched them.

Beware of hidden costs

Make sure you factor in shipping costs and any hidden add-ons before you commit to purchasing an item, and when shopping on Amazon, try to make sure you’re buying directly from the retailer or from a trusted reseller. If you are unsure, it is worth researching the return policy for each item to be aware of your rights.

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