It used to be, companies would use things like mail-in-rebates. Sell the device for $100 dollars, but offer a $20 dollar rebate. With this pricing scheme you are basically marketing the product to the low-income consumers at $80 since cash-strapped consumers are more likely to take the time to mail in a rebate, but more affluent folks might not bother and just pay $100. This lets companies have flexible prices for different market demographics but is pretty inefficient. The mailing of the rebate, processing on the companies side, and then mailing a check back to the consumer all wastes time and money. Presumably Amazon could just tell if you were in the lower income bracket and offer you the $80 price and Mr. I-just-bought-an-expensive-VR-gaming-headset can be shown the $100 price point.