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Headline : Why the Run-Up to Prime Day is the Worst Time To Shop on Amazon

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Tags : #runup #prime #day #worst #time #shop #amazon

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As product experts, a large part of our job here at WIRED is to help you get the best products at the best prices. That includes helping you find great deals during massive sales events like Black Friday and, of course, Amazon Prime Day. If you're looking to get the best price on that gadget that's been sitting on your cart for months, it's important to know when to pull the triggerโ€”and when not to. Other than a handful of good early Prime Day deals, now is almost certainly the time to hold your fire. (Editor's note: Amazon sent a statement about its pricing which has been added to the end of the story.)

Amazon, Walmart, and other major retailers tend to jack up pricing on all sorts of products that have long since sunk below their manufacturerโ€™s suggested retail price ahead of a major sale. That way once you see it on the big day it looks like a really great dealโ€”even when it would have been impossible to buy the product at the inflated price displayed even if you had tried. This isn't a new phenomenon, and it's not limited to online sellers. A Harvard business professor wrote a paper about the phenomenon in 2018. There have been unsuccessful class action suits against classic brick-and-mortar retailers like Kohlโ€™s and JCPenney over the practice.

We do our best to guide you through this sale-price chicanery with our daily coverage and Prime Day posts, but we canโ€™t do it all alone. There are plenty of ways you can prepare as a savvy buyer to get the best gear and still keep your budget intact, from timing your moves to grabbing last yearโ€™s best. Here are some helpful tips and tricks to follow now, and throughout the year, to save some serious dough.

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