If you’ve never noticed before, on each product page there is a section called “More Buying Choices.”
I’d always assumed that Amazon automatically displayed the cheapest vendor price on the main product page if a product was “fulfilled by Amazon” or eligible for Free Super Saver Shipping. Wrong! I’d also mistakenly assumed that the “More Buying Choices” were only for refurbished or used product listings.
In reality, the More Buying Choices section displays used and refurbished items in addition to different vendors offering the same new product. Many times these vendors will have their orders fulfilled by Amazon so that customers can still qualify for free shipping. And sometimes these different vendors offer cheaper prices!
I’m not sure if it was because I was logged into a Prime membership account and was a victim of price customization, but in just a few moments of searching on Amazon.com I found an example of when the More Buying Choices offered me a better deal than the main product page. In the screenshot below, you can see that the main product page offers the lens for a price of $112. But in the “More Buying Choices” section, the product is offered by two different vendors for cheaper, and both still offered free shipping.