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Not to defend Amazon, but in past years the comments in Reddit on this issue pointed out that Amazon has requirements on markdown percentages to qualify for prime day and lightning sales. As a result, vendors who control their price will artificially increase their price over the days leading to prime day and then apply the “discount”.
I do wish that if that were the case that Amazon actually address it as they should be able to detect that pattern. I unfortunately think they don’t care as they make money regardless. I just wish they care a bit more about earning and keeping trust.
https://www.amazon.com/dp/B09P8BPPQW
Here's the product page. You can see how it's 46% off $119, but if you want, you can also buy it at $89 regular price. They're now not even increasing the price of the item, they're just claiming it's higher.
The normal price is $89.99, which represents a 15% discount off the MSRP of $119.99 (that they're claiming). The current price of $64.99, is a discount of 42%, which represents an additional 27% off. I don't think this listing necessarily proves the point.
That being said, companies absolutely do engage in this kind of bullshit. This one may have done it itself in order to claim the MSRP at $119.99.