Amazon Faces Lawsuit Over Alleged ‘Fake’ Discounts on Fire TVs

Amazon is once again under fire for allegedly misleading customers with “fake” discounts, this time on its popular Fire TVs. A proposed class action lawsuit filed in Washington state claims that the tech giant tricks shoppers into thinking they’re getting a limited-time deal on Fire TVs, when in fact, the products were never truly on sale.

According to the lawsuit, Amazon’s claims of “discounts” off list prices are entirely deceptive. The Fire TVs in question were available at the same price throughout the class period, meaning the supposed deals were nothing more than marketing gimmicks.

This legal battle is not too dissimilar to another lawsuit handed to Amazon a few years ago, where the company was accused of inflating discounts to entice customers. With consumer trust at stake, Amazon’s pricing tactics are once again being scrutinized, raising questions about transparency in online retail practices. Will this be the wake-up call Amazon needs, or just more of the same?