How to Spot a Fake Deal
Seven quick checks that separate a real discount from a crossed-out number.
A red price tag and a crossed-out number feel like a bargain. Sometimes they are. Sometimes the “was” price was never really charged, or the product has been this cheap all year.
These are the checks we run before calling anything a deal. None of them take more than a minute.
The seven checks
- Look at the price history. Free price trackers such as Keepa and CamelCamelCamel show how an Amazon price has moved over months. If today’s “sale” price matches the usual price in October, it is not a deal.
- Ignore the crossed-out price. A list price or “was” price is a reference number set by the seller. Compare against what the item has actually sold for recently, not against the number it is next to.
- Compare the exact model number. Some TVs and appliances are made in special versions for big sales, with a model number that differs by a letter or two from the one reviewed online. Check that the model you are buying is the one the reviews are about.
- Don’t let the clock decide. Countdown timers and “only 3 left” messages are designed to rush you. If the item was not on your list an hour ago, step away for ten minutes.
- Check who is selling it. On Amazon, look for who ships and who sells the item on the product page. Unfamiliar third-party sellers with very low prices are worth a closer look.
- Read recent reviews. Sort reviews by most recent. A product can keep thousands of old five-star reviews while newer ones report a changed design or quality problems.
- Know the return window. Amazon has offered an extended holiday return window in recent years. Check the return dates on the product page before you buy, especially for gifts.
Red flags at a glance
A huge percentage off a brand you’ve never heard of. Discounts of 70% or more on unknown brands often reflect an inflated starting price.
A deal that only appears in a pop-up or a text message. Go to the retailer’s site directly rather than tapping a link in a message you did not expect.
A price far below every other store. If it looks impossible, check the seller, the model number and the reviews before you pay.
Why this matters
When the UK consumer group Which? tracked Black Friday deals, it found that about eight in ten were the same price or cheaper at other times of the year. Real discounts do exist, especially on electronics, but they are mixed in with a lot of noise.
The good news is that you only need these checks for the few things you actually plan to buy. Our worth-buying guide is a good place to start that list.
FAQ
How do I check an Amazon price history?
Search for the product on a free price-tracking site such as Keepa or CamelCamelCamel, or paste the Amazon link into it. Both show a chart of past prices.
Is a lightning deal always a good price?
No. It is a time-limited price, not a guaranteed low. Check the history the same way you would for any other deal.
What if the price drops after I buy?
Amazon does not generally refund price differences. If the item is still within its return window and unopened, returning it and buying again at the lower price is one option; check the return terms first.