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@Greenbank
Yes, in the UK they're forced to put the non-prime deal price on there too, and you should be able to buy it without Prime.
So for the 4TB drive in Clockwise's example you see the
Non-Deal Pricethere at £185.10 compared to £164.99 on thePrime Exclusive Deal. That's a ~11% discount.If you chug the Prime cock already (many people do for the Football/Sports/TV, free/quick delivery, ebook deals, etc) then it's just a bit more off. I don't because I really want to avoid giving any money to the Bezos empire.
But mostly it's an event designed to get people to:
a) finally cave in and subscribe to Prime, or
b) sign up for the free trial with the intention of unsubscribing and then either forget or give up attempting to cancel their prime subscription)
and also buy some shit they wouldn't normally buy but feel they are "missing out" if they don't buy it in the sale.