> unclear how long that can last before more consumers catch on I have never been under the impression that consumers don't know that shipping costs are bundle

> unclear how long that can last before more consumers catch on I have never been under the impression that consumers don't know that shipping costs are bundled in with prices. They may think their prime fees cover shipping costs (they don't), but there isn't some long running retail conspiracy trying to scam people into thinking something is cheaper if it says free shipping. Free shipping has a lot more to do with price transparency. Because it is a lot more frustrating to put something in your cart thinking it is $5 and then checking out and it saying $15. This is the same complaint that Europeans have when visiting the US and not knowing what something will cost because we don't include sales tax in the price.