People will shop at Amazon whether they have the best prices or not | Mashable

As millions of American families look to get a jumpstart on back-to-school shopping, many of them will turn to Amazon.

The company’s use of steep discounting and price-matching to gain market dominance has led many shoppers to almost reflexively expect to pay less for their notebooks and calculators on the site. Sales prices in blaring red below slashed-out higher rates help cement that expectation.

SEE ALSO: Amazon still doesn’t profit from selling stuff

But those savings are often a mirage, according to a study from Wikibuy, the company behind a browser extension that compares prices on a given page against those available elsewhere on the web.

Based on data it collected on its user activity in May, the company found that Amazon’s school supply prices were an average of 15 percent higher than its competitors.

“Certainly Amazon is sort of the price of record,” said Adam Gauvin, Wikibuy’s head of product. “I think that most people assume that Amazon has the best price, and what we’ve seen is that’s often not the case.”

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People will shop at Amazon whether they have the best prices or not.