Now, I am in Prime so I can't see exactly what non-Prime members are seeing. As a vendor though, I concur with these customers. It is important to show non-Prime customers very clearly the price they will actually pay so that we are not doing any false advertising.

I you want to show them what they might gain by joining Prime, the best way would be to show the Prime price underneath the main price. I am not sure though how that is going to be solved layout/programming wise right now without adding vertical space to the thumbnail box or pushing up the main price line so it no longer matches up with the icons on the left. This is probably why it hasn't been done.

The solution for now may be to make Prime pricing visible to Prime members only on the thumbnail views, while retaining full price info in the main product view so that customers can also see the difference. If that is doable.

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