Amazon misstates retail prices to inflate savings.
It’s a twist on my Safeway whine from last week. Stores — including online stores — purposely misstate the retail or regular price of items to make their own prices look better.
Here’s proof. I was distracted by a tweet that took me to Amazon.com and was further distracted by a “Lightning Deal” offer for the Garmin nüvi 500 GPS. Here’s the deal as it appeared on Amazon.
Wow! I thought to myself. A $499.99 GPS for only $169.99! That’s a savings of $329 or 66% off retail price!
I’m shopping for a new GPS — something with a bigger screen that still supports topographic maps — and thought this might be an excellent deal for me. So I went to the Garmin Web site to get the full details about this particular model.
What did I discover on Garmin.com? That the suggested retail price of this GPS is not $499.99, as Amazon advertises. It’s $299.99. That’s $200 less.
Doing some math, I calculated a savings of only $129 or 43% off the real retail price. Admittedly, that’s still pretty good, but it’s a far cry from 66%.
And the deal isn’t so sweet when you look at Amazon’s regular (not “Lightning”) price: $232.38. Now you’re saving only $67 or 22% off retail price, despite the fact that Amazon claims you’re saving $267 or 54%.
My point? Don’t believe retail prices as advertised on reseller Web sites or in stores. Do your homework. Don’t let fantasy savings con you into making a purchase decision before you have all the facts.

Hold down the Control key and click right on the spot you want the coordinates for. A menu pops up. (You may be able to simply right click, but I’ve had limited success with that on my Mac using Firefox; Control-click always works.)
Above the map area, in the blue bar, click the Link button. A window appears with two text boxes in it. The contents of the top text box, which are selected, includes a link to the map that you might paste into an e-mail message. It also includes the GPS coordinates, which I’ve indicated with a red box around them. Sometimes the GPS coordinates are not so obvious and you’ll need to scroll through the contents of the box to find them.
Stir in broth, squash, pears, thyme, salt, pepper, and coriander.

