It seems like Amazon could take a cue from the tactics employed by very small shops and start dynamically adjusting prices per item per customer. Strategically lowering prices for some customers and raising prices for others could quickly become more profitable than worrying about the average customer. Amazon's already got their system setup like a shell game with multiple pages selling the same item via multiple sub-vendors so placing blame on Amazon would be incredibly difficult if not impossible for anyone outside of Amazon.

Artificially deflate prices across the board for some customers while artificially raising prices across the board for others. Some customers could end up paying 4x the Walmart price while others might end up paying 1/2 price - there are customers that don't care or don't pay attention to how much things cost.

Jack up prices for the big spender while slashing prices for cheapskates and offer bulk discounts to customers who will lay out more cash for single large purchases.