http://www.moneysavingexpert.com/news/s ... _content=2

AKA we'd really like you to buy Prime

It's ridiculous that some items are now cheaper to buy off secondary sellers, with Amazon sometimes fulfilling the order!

Here, I would say about 70% of what I have bought over the last 2 years has been from third parties selling over Amazon, because they are cheaper, even with free delivery from Amazon.

What is really annoying is that we buy a lot for business and for resale to customers, we have a few suppliers, including Dell and Ingram Micro (largest wholesaler in Europe). The prices we get from Amazon are usually 20-30% less than the wholesale prices!