I don't suppose this is much different than having a club pricing scheme, but it is a little deceptive of Amazon to charge customers more in their store than online, but only if they're not Amazon Prime members. Maybe the discounted rate should be the regular price and prime members get 5% off that or something.

I'm curious, since they can change the pricing several times a day, how they avoid a customer being charged something different at the register than what showed on the shelf.