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Why do the prices of an item on Amazon.com change so frequently?

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I visited a link to an item on Amazon.com a total of 3 times, in less than 10 minutes. The prices were different each 3 times. First it was $11.99, then $6.99, then it was $9.00.

Yes, I am sure it was the same item, all three times.

What is going on?