It’s a bargain on Amazon — or is it?

Customers are being lulled into believing they are getting the best deal from retailers on Amazon when the product can often be bought cheaper elsewhere online — including on the retailers’ own websites.

A Sunday Times investigation has found a number of cases where rival independent retailers who sell on the Amazon Marketplace platform are offering the same product at the same lowest price on Amazon, suggesting fierce competition and a bargain for the shopper.

THE TIMES