Amazon seems like a goldmine of deals… until you look a little closer. With all the lightning deals, slashed prices, and those “Only 3 Left!” panic buttons, it’s way too easy to feel like you’re getting a steal. But honestly? Half the time it’s just clever marketing messing with your brain (and your wallet). So how do you tell when you’re actually getting a good deal—and when you’re just getting played? Let’s dig in.

1. Always Check the Price History

That electric toothbrush marked down to $19.99 from $49.99?

Sounds amazing… until you check a price tracker like Keepa or CamelCamelCamel and realize it’s been $19.99 for six straight months. That “deal” is just the regular price wearing a costume.

Always remember that when it says “Was $49.99” it means NOTHING without context.

PRO TIP: GOTTA USE KEEPA

I highly recommend installing the Keepa browser extension. It shows you the item’s full price history right on the Amazon page so you can see if the discount is real or recycled.

2. Ignore the Strikethrough Price (It’s Often Inflated on Purpose)

Amazon sellers can set their own “list prices” which means that $89 “retail” value could be pure fiction.

The strikethrough price is often inflated to make a small discount seem huge. This is especially common with electronics, accessories, and home goods.

PRO TIP: GOOGLE IT

Google the product name and model number to see what it sells for at Walmart, Target, Best Buy, or the brand’s official website. If Amazon’s “discount” still holds up, then it’s legit.

See Also: Amazon Savings Hacks You Gotta Be Using

3. Watch Out for Add-On Traps (Cheap Price, But Hidden Costs)

That $4.99 phone stand looks great—until you see it’s an Add-On Item, meaning you can only buy it as part of a $25+ order.

It’s a clever way to get you to spend more than you planned. Other listings jack up shipping fees or offer cheap base models that become pricey once you add basic features.

PRO TIP: SORT BABY SORT

Sort your results by “Price + Shipping: Low to High” to get a true sense of cost. And always double check for sneaky upsells in the “customize” section.

4. Know When You’re Buying from Amazon—Or a Random Third Party

If the deal’s coming straight from Amazon, you’re probably good. But if it’s some random third-party seller shipping from who-knows-where?

That’s when things get sketchy. Quality’s a gamble, returns can be a nightmare, and who knows when (or if) it’ll even show up. Even worse, a lot of them sell cheap knockoffs that look like the real thing—until you actually open the box.

PRO TIP: KNOW WHO’S SELLING THE ITEM

Before you hit “Buy Now” scroll down and check the “Sold by” and “Ships from” info. If it’s not Amazon—or at least a seller with tons of good reviews—you might wanna think twice.

Especially if it’s over 30 bucks or has a brand name slapped on it. That’s when the sketchy stuff usually sneaks in.

5. Don’t Fall for Urgency Traps (“Only 6 Left!” is Crap)

That “Only 6 left in stock – order soon” warning? It’s often automated or based on arbitrary limits set by the seller.

Same goes for “Order in the next 3 hours to get it tomorrow.” Amazon knows urgency triggers impulsive buying—and they lean into it hard.

PRO TIP: TAKE A DEEP BREATH

If it’s not a true Lightning Deal or Deal of the Day, take a breath.

Put the item in your cart or wish list, and watch it for a couple days. Spoiler: it’ll still be there.

See Also: How to Find AWESOME Hidden Deals on Amazon

6. Look for Coupons You Might’ve Missed

Yes, Amazon has coupons, but they kinda try to hide them.

A $32.99 gadget might actually be $22.99—but only if you check the little “Apply $10 Coupon” box most shoppers overlook.

Amazon buries these sometimes to keep the price from looking too low in the search results.

PRO TIP: SPOT A COUPON

Scroll carefully and look for green “Coupon” checkboxes under the price. These apply at checkout, not before.

You can also filter for “Deals with Coupons” on Amazon’s homepage.

7. Be Wary of “#1 Best Seller” and “Amazon’s Choice” Badges

Those little labels look all official, but honestly?

They’re just pumped out by an algorithm—and sellers know how to game the system. “Amazon’s Choice” doesn’t mean it’s the best deal out there.

It usually just means it ships fast and has okay-ish reviews. That’s it. Don’t let the badge fool you.

PRO TIP: USE FAKESPOT.COM

Don’t just skim the reviews and call it good—read ‘em like a skeptic.

If you see a bunch of reviews that all sound the same, are loaded with weird grammar, or there’s suddenly a flood of perfect 5-star ratings outta nowhere, something’s up.

If it feels fishy, it probably is. You can even run the listing through a tool like FakeSpot.com if you really wanna be sure.

8. Compare Pack Sizes and Price Per Unit

You see a pack of 12 protein bars for $15 and think, “Great deal!”—but the 6-pack next to it is $6.

Quick math shows the 6-pack is actually cheaper per bar. Amazon doesn’t always show unit pricing clearly, so it’s on you to double check.

PRO TIP: YOUR CALC IS YOUR FRIEND

Just grab your phone and do the math. Price divided by ounces, count, or whatever. Doesn’t have to be pretty. Just figure out what’s actually cheaper.

Especially with groceries, random house stuff, shampoo — all that junk. Sizes are never the same and half the time the “deal” isn’t even a deal. Takes like two seconds, saves you a bunch.

9. Don’t Be Swayed by “Frequently Bought Together” or Sponsored Listings

Those “you might also like” things? Yeah, they’re not there to save you money.

Half the time it’s just paid ads or Amazon pushing more expensive crap.

Like, no, your $19 blender does not need a $30 bottle brush. You don’t need half that stuff unless you actually, like, need it.

PRO TIP: MAKE A LIST & STICK TO IT

Stick to your list. If a product you’ve never heard of magically shows up in your cart, Amazon’s algorithm just won.

Bottomline: If a product has 15 buzzwords in the title, a fake countdown timer, and a “90% Off MSRP!” tag… it’s probably marketing smoke and mirrors. The best deals are often the quiet ones—no gimmicks, just a solid price from a reputable seller.

Ask the Reader: How do you go about finding “real” deals on Amazon? Any tips I may have missed? Let me know.

By Kyle James

Kyle James( Owner/Founder )

I started Rather-Be-Shopping.com in 2000 and have become a consumer expert and advocate writing about out-of-the-box ways to save at stores like Amazon, Walmart, Target and Costco to name a few. I’ve been featured on FOX News, Good Morning America, and the NY Times talking about my savings tips. (Learn more)