12 ms·

Inside the strange world of Amazon-to-eBay arbitrage

96 points by jfeif 10y ago

kevin_b_er 10y ago
Note the primary method that costed the man in the example here is return fraud. Both amazon and Paypal/eBay make return fraud very easy to do. And thus the system should be viewed as very unattractive to anyone selling stuff. You could quickly start turning a loss. I also like how magically his entire inventory became "reserved" for a month. Competitors (with his own product) figured out how lock down his items preventing him from making further sales, which each sale guarenteed them a profit. By the way, here's how to lock down someone's sales from Amazon's pages: "Sometimes buyers purchase in-stock items along with advanced-sale items. When this occurs, the in-stock items might not ship until all the items in their order are ready for shipment. This item will be shipped out once the advanced sale item is in stock and ready to ship." Order all of your "competitor"'s items and put a preordered item in with them set to simultaneously ship. Cancel them as you get orders. You can guarantee yourself their inventory until you can resell it at a higher cost while they eat the fees.
- ikeboy 10y ago
  If that happens, you can contact Amazon seller support and have them cancel the order. Also, you can restrict the quantity any one customer can buy from you.
- Stratoscope 10y ago
  > I also like how magically his entire inventory became "reserved" for a month. In fact I watched that happen. I'd put a Ripple Rug in my Amazon cart but didn't check out. As I recall it was just under $20 with Prime shipping. When I came back to the cart a day or two later it was unavailable. I checked the cart from time to time, and finally it came back at around $26. (It wasn't a full month, but it was a while.) Went ahead and ordered it. It is a little tricky to form tunnels with it and keep them from collapsing, but if your cat is a natural tunneler he will probably make his own tunnels. It turns out our tortoiseshell kitty is more of a jumper and climber, so she mostly just uses it as a lumpy rug for a nap when the sun hits it. We have one of those crinkly hoop tunnels too and she barely uses it. But give her a chance to climb on top of anything and she's there! I thought about returning the rug but figured nah, it wasn't worth the effort and it didn't seem right to stick the seller with a return when there was nothing wrong with it but it was just not quite kitty's thing. Now I just checked today and it's priced at $44 on Amazon shipped from the seller, or $40 direct from the seller for the new model with the round corners. Yikes, that's quite an increase, but probably still worth it if your cat is a tunneler. BTW if you like cute cat photos, their website has some fun ones (even if you have no interest in the rug): http://ripplerug.com/ http://ripplerug.com/
ultramancool 10y ago
I'd aim more for Aliexpress to Amazon arbitrage. I've seen people selling stuff with 3-10x markup, Realtek SDR dongles, bluetooth speakers, etc. It's nuts. And I've seen people who know that still pay for it because they didn't want to wait for shipping.
- gregw134 10y ago
  You have to be a Chinese citizen to sell on Alibaba. They make you type in your Chinese identification number (whatever it's called) when you sign up.
  - nerfhammer 10y ago
    Is there a market for Chinese identification numbers on Alibaba?
  - ultramancool 10y ago
    That's only to sell though - I mean buying there and selling on Amazon or similar.
- giarc 10y ago
  The problem with this would be shipping times. I'm assuming this set up would be to list items on Amazon that you can purchase for cheap on Aliexpress? If so, Amazon buyers might not be happy with long ship times from China.
- jandrese 10y ago
  If they're shipping crates over to the US and sitting on the inventory then they're not doing arbitrage. That's vanilla reselling. They're even providing a service by offering considerably quicker shipping times. Arbitrage makes money purely off of information disparities between the parties. The guy who is better plugged into the market is able to mark up items in the middle of a transaction without having to take on any risk or provide any service.
  - deleted 10y ago
    [deleted]
paulcole 10y ago
Selling on Amazon has costs and benefits. This sort of scheme and Amazon's relative lack of merchant support are a few of the costs, but the benefits are that you get an incredibly stable, reliable, visible, trusted platform with a built-in audience. I worked for a few years helping build a community around an arbitrage app (scan barcodes at Walmart, calculate your Amazon profit). There's really no end to people's ingenuity when it comes to identifying market inefficiencies. There's always going to be someone willing to take a risk and profit from it.
landryraccoon 10y ago
Why doesn't he also sell on eBay at the same price he lists at on Amazon? The arbitrage only works if there is a price differential between the two; by selling direct on both platforms there is no price difference to arbitrage. The arbitragers have also done him the service of free research to prove that demand on the other platform exists : he can even look at the auction records to estimate how much demand there is.
- giarc 10y ago
  I was wondering the same thing but then thought perhaps Amazon fulfilment services are likely very attractive to him. But then he mentioned how he only had 1 return for rugs sold through his own site. So it sounds like he sells through Amazon and his own site, why not expand to eBay as well? Bad return policies maybe?
  - ikeboy 10y ago
    He can use amazon fulfillment to fulfill ebay orders. See https://www.amazon.com/gp/help/customer/display.html/?nodeId=200240460 https://www.amazon.com/gp/help/customer/display.html/?nodeId... It's a bit more expensive than selling on Amazon, depending on the item.
- Finnucane 10y ago
  The article says that he actually tried to do this, but was out-arbitraged--he couldn't make his own listings stand out from the copies.
  - beamatronic 10y ago
    I am confused, don't shoppers do research and choose the item with the lowest price?
    - jccc 10y ago
      Enough of them don't that this eBay game becomes profitable. Consider the trouble and expense: All they're really doing is point-and-click throughout. You just need a few.
grapeshot 10y ago
I don't pay for Amazon Prime, so between shipping and sales tax it often makes financial sense for me to buy a product from an eBay seller over Amazon even at a higher price. You'd think Amazon would want to stop this by banning Prime accounts used to ship to too many different addresses or something.
- ikeboy 10y ago
  They don't allow Prime accounts used for resale.
  - aribtrageur2718 10y ago
    They shut them down once caught, and then it's easy to open another account and pay for prime all over again. There are some seriously big sellers who do this: http://www.ebay.com/usr/working*hard http://www.ebay.com/usr/working*hard You can search on ebay for "2 day shipping" and almost all of them are people doing this
mrexroad 10y ago
> "The Juligo headlamp has become a top-selling item on Amazon. And we all know what happens to top-selling items: They get arbitraged. Other people -- Becker’s peers -- are now selling her headlamp on eBay and making a few extra bucks off her work. Does it bother her? “I think it’s awesome,” she says. “I can earn some income, and they can earn some income. It’s really fun to watch that.” " of course she doesn't mind, her "product" is basically a quality control sticker. > She developed a brand called Juligo, a niche in camping equipment, and found a particular hit with a headlamp. It’s just an ordinary, generic light made by a Chinese manufacturer, which she had stamped with her brand. “I’ve sold tens of thousands of those buggers, a ridiculous amount,” however, would she still think it's awesome if someone else purchased those same headlamps from the Chinese manufacturer, put the same/similar sticker on it, had no quality control, and flooded eBay at lower cost?
- kgwgk 10y ago
  Maybe someone could write another article talking about that kind of practice, and ask her what does she think.
- deleted 10y ago
  [deleted]
dmix 10y ago
The primary reason people use eBay over Amazon for the same product isn't lack of price comparision, it's shipping. A lot of these resellers offer to ship the product to a broader range of companies than Amazon. Anyone who has lived outside of the US will know exactly what I'm talking about. I live in Canada and Amazon.com will list a simple product for $20 and the same one will be $35 in Canada, for no apparent reason (that goes well beyond tarrifs). Plus shipping will be another $10 when it's nearly free in the US. This is why 3rd party arbitrage is good for the economy. It fills in gaps in supply/demand. Edit: also I should note that Ripple Rug looks awesome. Buying one for my cat. Articles like this talking about your business experience are good marketing engines :)
- breakingcups 10y ago
  But in this case the Ebay seller just fills in the buyers address on Amazon, so how does that work?
  - dmix 10y ago
    This is just one of the resellers but you're right it doesn't apply here.
pranayairan 10y ago
i wonder since he started shipping on his own, can't he put a note in the box and ask people to check if they paid more and give bad ratings to ebay sellers ?
- ianferrel 10y ago
  That might cause even more of them to make a return.
  - detaro 10y ago
    In theory he could just have people pay him the lower price and go through the eBay/Amazon "return" without actually shipping it back. I'm sure there is something against that in Amazon ToS though, and since the eBay resellers aren't actually doing anything illegal it could bring him legal trouble from them as well.
    - Snuggly1 10y ago
      We did attempt this, eBay would not allow it. I personally bought my own product from the arbitrager on eBay. waited for delivery. then initiated a return. They get a free shipping label from Amazon and email it to me the eBay buyer and charge for it. They charge about $10 shipping for that free label that came from my own store. when I contacted ebay and said "technically" the return is complete as this is where the destination would send it, they said until it has been actually shipped it doesn't count, even though it was coming to me anyway. the ebay seller then hits me with a 20% restock fee, together that arbitrager made off with over $20 from the buyer. I wont even begin about how they use an Amazon issued credit card to get an additional 3% cash back on the purchase, or that they use an Amazon affiliate link to get another 5 to 8% commission. That is a whole story in itself.
atesti 10y ago
>He won’t reveal how he shipped in a generic box; he calls it a trade secret. Does anybody know how this was done and what the secret was?
- ikeboy 10y ago
  My guess is some kind of request to Amazon customer service will do it, but don't have first-hand knowledge that that will work.
  - mthoms 10y ago
    If the item is provided to Amazon in it's own shipping-worthy box wouldn't Amazon just ship it as-is? Boxing it again only adds labor[1] and material costs. Granted, that would only work if you only bought one item. If you bought multiple items they would have to be packaged together in another Amazon-branded box. [1] Labor and/or robot maintenance costs.
    - ikeboy 10y ago
      Generally items aren't sent that way, or the box has markings on the outside. Anyway the dropshipper couldn't know this for sure.
- PascLeRasc 10y ago
  Maybe you mark the order as a gift? I've ordered some bigger things from Amazon like desktop PC cases that have arrived in boxes that have the name on them.
- loopdoend 10y ago
  Some drop shippers also do repackaging, which is probably the keyword you're after.
- Snuggly1 10y ago
  Hello everyone. This is Fred Ruckel, the Ripple Rug inventor. I am so pleased this story has sparked a conversation amongst some of the tech elite so to speak. The article only lightly touches on all I uncovered, there is much more to come. I have a long evidence trail that shows Amazon employees are behind the vast majority of arbitraging. That's right, the people we trust with our product are the ones actually stealing it. The plain box shipping issue provided us a direct evidence trail proving it is happening internally at Amazon. I have tracked it down the the Hebron Kentucky warehouse. Together with Entrepreneur Magazines editor we conducted a test buy/sting op. He ordered it; I tracked it on the back side of my Amazon seller account. I watched as the person used their prime account to ship it from my own inventory to the magazine editor. We have all the tracking data, blank boxes, even their real names on their Amazon account. I ran this operation a handful of times, always with the same results. This is an internal operation at Amazon. When I informed Amazon about the issues at Hebron, and offered my evidence, everything went haywire. Within few hours of reporting it, my entire inventory was placed in reserve (over $10,000 worth) and locked down for all of June. I was completely locked out of my own inventory. Amazon was also the multi-channel fulfillment center for my website. In a blink, both of my sales channels were shut down entirely. The arbitragers flexed their muscle to show me who' the boss' in the situation was. Both my website and Amazon were now out of stock in retaliation to my reporting it to Amazon. Ironically, all my inventory was sidelined at that very same Hebron fulfillment center. This was no coincidence. Hebron center is the root of the arbitrage ring in my situation, but other warehouses participate as well. I found 3 other centers also have arbitrage rings, or they work together, but I have data for all of it. I proved conclusively, and repetitively that there is corruption within Amazon. I ran the same operation over and over yielding the same results. It may not be Amazon itself, however Amazons employees are running the show when it comes to the high level arbitraging. I recorded phone calls, have screen shots of everything. I sent Amazon lengthy message detailing everything. Amazon has turned a blind eye. These Amazon employees have the ability to manipulate the package details, inventory status, boxing preference, pretty much free run of the Amazon computer systems to do as they wish. they actually 'ghost' information so it looks as if nothing was manipulated (lucky i screen shot everything). Lastly, when i tracked the real names of these people involved, they all live within a few miles of an Amazon fulfillment center and the all have computer science background. this is not a small isolated incident. I can prove millions in losses to this scheme, and with some digging, it might be billions. crazy days ahead thanks for any insight you can provide Fred
deleted 10y ago
[deleted]
rwallace 10y ago
One thing to bear in mind: whenever you see someone arbitraging your product, take it as a reminder that we always instinctively underprice our products; it seems to be hardwired into our brains to do that. But when you see customers willingly pay more than your asking price, let that prompt you to review this fact and increase your prices.

96 points by jfeif 10y ago

Note the primary method that costed the man in the example here is return fraud. Both amazon and Paypal/eBay make return fraud very easy to do. And thus the system should be viewed as very unattractive to anyone selling stuff. You could quickly start turning a loss. I also like how magically his entire inventory became "reserved" for a month. Competitors (with his own product) figured out how lock down his items preventing him from making further sales, which each sale guarenteed them a profit. By the way, here's how to lock down someone's sales from Amazon's pages: "Sometimes buyers purchase in-stock items along with advanced-sale items. When this occurs, the in-stock items might not ship until all the items in their order are ready for shipment. This item will be shipped out once the advanced sale item is in stock and ready to ship." Order all of your "competitor"'s items and put a preordered item in with them set to simultaneously ship. Cancel them as you get orders. You can guarantee yourself their inventory until you can resell it at a higher cost while they eat the fees.

ikeboy 10y ago
If that happens, you can contact Amazon seller support and have them cancel the order. Also, you can restrict the quantity any one customer can buy from you.
Stratoscope 10y ago
> I also like how magically his entire inventory became "reserved" for a month. In fact I watched that happen. I'd put a Ripple Rug in my Amazon cart but didn't check out. As I recall it was just under $20 with Prime shipping. When I came back to the cart a day or two later it was unavailable. I checked the cart from time to time, and finally it came back at around $26. (It wasn't a full month, but it was a while.) Went ahead and ordered it. It is a little tricky to form tunnels with it and keep them from collapsing, but if your cat is a natural tunneler he will probably make his own tunnels. It turns out our tortoiseshell kitty is more of a jumper and climber, so she mostly just uses it as a lumpy rug for a nap when the sun hits it. We have one of those crinkly hoop tunnels too and she barely uses it. But give her a chance to climb on top of anything and she's there! I thought about returning the rug but figured nah, it wasn't worth the effort and it didn't seem right to stick the seller with a return when there was nothing wrong with it but it was just not quite kitty's thing. Now I just checked today and it's priced at $44 on Amazon shipped from the seller, or $40 direct from the seller for the new model with the round corners. Yikes, that's quite an increase, but probably still worth it if your cat is a tunneler. BTW if you like cute cat photos, their website has some fun ones (even if you have no interest in the rug): http://ripplerug.com/ http://ripplerug.com/

ultramancool 10y ago

I'd aim more for Aliexpress to Amazon arbitrage. I've seen people selling stuff with 3-10x markup, Realtek SDR dongles, bluetooth speakers, etc. It's nuts. And I've seen people who know that still pay for it because they didn't want to wait for shipping.

gregw134 10y ago
You have to be a Chinese citizen to sell on Alibaba. They make you type in your Chinese identification number (whatever it's called) when you sign up.
- nerfhammer 10y ago
  Is there a market for Chinese identification numbers on Alibaba?
- ultramancool 10y ago
  That's only to sell though - I mean buying there and selling on Amazon or similar.
giarc 10y ago
The problem with this would be shipping times. I'm assuming this set up would be to list items on Amazon that you can purchase for cheap on Aliexpress? If so, Amazon buyers might not be happy with long ship times from China.
jandrese 10y ago
If they're shipping crates over to the US and sitting on the inventory then they're not doing arbitrage. That's vanilla reselling. They're even providing a service by offering considerably quicker shipping times. Arbitrage makes money purely off of information disparities between the parties. The guy who is better plugged into the market is able to mark up items in the middle of a transaction without having to take on any risk or provide any service.
- deleted 10y ago
  [deleted]

paulcole 10y ago

Selling on Amazon has costs and benefits. This sort of scheme and Amazon's relative lack of merchant support are a few of the costs, but the benefits are that you get an incredibly stable, reliable, visible, trusted platform with a built-in audience. I worked for a few years helping build a community around an arbitrage app (scan barcodes at Walmart, calculate your Amazon profit). There's really no end to people's ingenuity when it comes to identifying market inefficiencies. There's always going to be someone willing to take a risk and profit from it.

landryraccoon 10y ago

Why doesn't he also sell on eBay at the same price he lists at on Amazon? The arbitrage only works if there is a price differential between the two; by selling direct on both platforms there is no price difference to arbitrage. The arbitragers have also done him the service of free research to prove that demand on the other platform exists : he can even look at the auction records to estimate how much demand there is.

giarc 10y ago
I was wondering the same thing but then thought perhaps Amazon fulfilment services are likely very attractive to him. But then he mentioned how he only had 1 return for rugs sold through his own site. So it sounds like he sells through Amazon and his own site, why not expand to eBay as well? Bad return policies maybe?
- ikeboy 10y ago
  He can use amazon fulfillment to fulfill ebay orders. See https://www.amazon.com/gp/help/customer/display.html/?nodeId=200240460 https://www.amazon.com/gp/help/customer/display.html/?nodeId... It's a bit more expensive than selling on Amazon, depending on the item.
Finnucane 10y ago
The article says that he actually tried to do this, but was out-arbitraged--he couldn't make his own listings stand out from the copies.
- beamatronic 10y ago
  I am confused, don't shoppers do research and choose the item with the lowest price?
  - jccc 10y ago
    Enough of them don't that this eBay game becomes profitable. Consider the trouble and expense: All they're really doing is point-and-click throughout. You just need a few.

grapeshot 10y ago

I don't pay for Amazon Prime, so between shipping and sales tax it often makes financial sense for me to buy a product from an eBay seller over Amazon even at a higher price. You'd think Amazon would want to stop this by banning Prime accounts used to ship to too many different addresses or something.

ikeboy 10y ago
They don't allow Prime accounts used for resale.
- aribtrageur2718 10y ago
  They shut them down once caught, and then it's easy to open another account and pay for prime all over again. There are some seriously big sellers who do this: http://www.ebay.com/usr/working*hard http://www.ebay.com/usr/working*hard You can search on ebay for "2 day shipping" and almost all of them are people doing this

mrexroad 10y ago

> "The Juligo headlamp has become a top-selling item on Amazon. And we all know what happens to top-selling items: They get arbitraged. Other people -- Becker’s peers -- are now selling her headlamp on eBay and making a few extra bucks off her work. Does it bother her? “I think it’s awesome,” she says. “I can earn some income, and they can earn some income. It’s really fun to watch that.” " of course she doesn't mind, her "product" is basically a quality control sticker. > She developed a brand called Juligo, a niche in camping equipment, and found a particular hit with a headlamp. It’s just an ordinary, generic light made by a Chinese manufacturer, which she had stamped with her brand. “I’ve sold tens of thousands of those buggers, a ridiculous amount,” however, would she still think it's awesome if someone else purchased those same headlamps from the Chinese manufacturer, put the same/similar sticker on it, had no quality control, and flooded eBay at lower cost?

kgwgk 10y ago
Maybe someone could write another article talking about that kind of practice, and ask her what does she think.
deleted 10y ago
[deleted]

dmix 10y ago

The primary reason people use eBay over Amazon for the same product isn't lack of price comparision, it's shipping. A lot of these resellers offer to ship the product to a broader range of companies than Amazon. Anyone who has lived outside of the US will know exactly what I'm talking about. I live in Canada and Amazon.com will list a simple product for $20 and the same one will be $35 in Canada, for no apparent reason (that goes well beyond tarrifs). Plus shipping will be another $10 when it's nearly free in the US. This is why 3rd party arbitrage is good for the economy. It fills in gaps in supply/demand. Edit: also I should note that Ripple Rug looks awesome. Buying one for my cat. Articles like this talking about your business experience are good marketing engines :)

breakingcups 10y ago
But in this case the Ebay seller just fills in the buyers address on Amazon, so how does that work?
- dmix 10y ago
  This is just one of the resellers but you're right it doesn't apply here.

pranayairan 10y ago

i wonder since he started shipping on his own, can't he put a note in the box and ask people to check if they paid more and give bad ratings to ebay sellers ?

ianferrel 10y ago
That might cause even more of them to make a return.
- detaro 10y ago
  In theory he could just have people pay him the lower price and go through the eBay/Amazon "return" without actually shipping it back. I'm sure there is something against that in Amazon ToS though, and since the eBay resellers aren't actually doing anything illegal it could bring him legal trouble from them as well.
  - Snuggly1 10y ago
    We did attempt this, eBay would not allow it. I personally bought my own product from the arbitrager on eBay. waited for delivery. then initiated a return. They get a free shipping label from Amazon and email it to me the eBay buyer and charge for it. They charge about $10 shipping for that free label that came from my own store. when I contacted ebay and said "technically" the return is complete as this is where the destination would send it, they said until it has been actually shipped it doesn't count, even though it was coming to me anyway. the ebay seller then hits me with a 20% restock fee, together that arbitrager made off with over $20 from the buyer. I wont even begin about how they use an Amazon issued credit card to get an additional 3% cash back on the purchase, or that they use an Amazon affiliate link to get another 5 to 8% commission. That is a whole story in itself.

atesti 10y ago

>He won’t reveal how he shipped in a generic box; he calls it a trade secret. Does anybody know how this was done and what the secret was?

ikeboy 10y ago
My guess is some kind of request to Amazon customer service will do it, but don't have first-hand knowledge that that will work.
- mthoms 10y ago
  If the item is provided to Amazon in it's own shipping-worthy box wouldn't Amazon just ship it as-is? Boxing it again only adds labor[1] and material costs. Granted, that would only work if you only bought one item. If you bought multiple items they would have to be packaged together in another Amazon-branded box. [1] Labor and/or robot maintenance costs.
  - ikeboy 10y ago
    Generally items aren't sent that way, or the box has markings on the outside. Anyway the dropshipper couldn't know this for sure.
PascLeRasc 10y ago
Maybe you mark the order as a gift? I've ordered some bigger things from Amazon like desktop PC cases that have arrived in boxes that have the name on them.
loopdoend 10y ago
Some drop shippers also do repackaging, which is probably the keyword you're after.
Snuggly1 10y ago
Hello everyone. This is Fred Ruckel, the Ripple Rug inventor. I am so pleased this story has sparked a conversation amongst some of the tech elite so to speak. The article only lightly touches on all I uncovered, there is much more to come. I have a long evidence trail that shows Amazon employees are behind the vast majority of arbitraging. That's right, the people we trust with our product are the ones actually stealing it. The plain box shipping issue provided us a direct evidence trail proving it is happening internally at Amazon. I have tracked it down the the Hebron Kentucky warehouse. Together with Entrepreneur Magazines editor we conducted a test buy/sting op. He ordered it; I tracked it on the back side of my Amazon seller account. I watched as the person used their prime account to ship it from my own inventory to the magazine editor. We have all the tracking data, blank boxes, even their real names on their Amazon account. I ran this operation a handful of times, always with the same results. This is an internal operation at Amazon. When I informed Amazon about the issues at Hebron, and offered my evidence, everything went haywire. Within few hours of reporting it, my entire inventory was placed in reserve (over $10,000 worth) and locked down for all of June. I was completely locked out of my own inventory. Amazon was also the multi-channel fulfillment center for my website. In a blink, both of my sales channels were shut down entirely. The arbitragers flexed their muscle to show me who' the boss' in the situation was. Both my website and Amazon were now out of stock in retaliation to my reporting it to Amazon. Ironically, all my inventory was sidelined at that very same Hebron fulfillment center. This was no coincidence. Hebron center is the root of the arbitrage ring in my situation, but other warehouses participate as well. I found 3 other centers also have arbitrage rings, or they work together, but I have data for all of it. I proved conclusively, and repetitively that there is corruption within Amazon. I ran the same operation over and over yielding the same results. It may not be Amazon itself, however Amazons employees are running the show when it comes to the high level arbitraging. I recorded phone calls, have screen shots of everything. I sent Amazon lengthy message detailing everything. Amazon has turned a blind eye. These Amazon employees have the ability to manipulate the package details, inventory status, boxing preference, pretty much free run of the Amazon computer systems to do as they wish. they actually 'ghost' information so it looks as if nothing was manipulated (lucky i screen shot everything). Lastly, when i tracked the real names of these people involved, they all live within a few miles of an Amazon fulfillment center and the all have computer science background. this is not a small isolated incident. I can prove millions in losses to this scheme, and with some digging, it might be billions. crazy days ahead thanks for any insight you can provide Fred

deleted 10y ago

[deleted]

rwallace 10y ago

One thing to bear in mind: whenever you see someone arbitraging your product, take it as a reminder that we always instinctively underprice our products; it seems to be hardwired into our brains to do that. But when you see customers willingly pay more than your asking price, let that prompt you to review this fact and increase your prices.