 It's all based on the idea that in all the weeks leading up to Prime Day, Amazon starts tweaking the prices. They keep putting them up, up, up just a little bit. So when the day arrives, it cuts them back to where they were in the beginning. But that cut appears to be an instant and legit Prime Day discount. So two years ago, Bloomberg reported something similar, that some prices labeled that as discount were actually the item's regular price. So after this $14 billion haul, wow, people will spend money.