 Google searches for the question, is Prime Day a scam, shot up 300% in Prime Day's first 24 hours. The question is based on an idea that leading up to Prime Day, Amazon tweaks prices up. Then when the day arrives, it cuts them back to where they were originally. But that cut appears to be an instant Prime Day discount. Two years ago, Bloomberg reported something similar. Some prices labeled as a discount were actually the item's regular price.