Amazon should do popular items like this using a lottery system to hurt the advantage bots, scripts, and people with lower latency have.

- You can enter the item lottery for a longer period (e.g. 60 minutes).

- Lottery winners are picked at random, not based on entry time.

- Max one entry per household (remove entries with duplicate mailing addresses, duplicate credit cards, and duplicate email addresses).

- Once someone wins they have a window to purchase (e.g. 3 hours). If they fail to purchase then the lottery picks a new winner.

Now obviously cheats will still exist, but at least they're all on a fairer playing field with normal purchasers.