Something I've seen recently on Amazon Prime are flagrantly inflated prices from participating merchants. If you look carefully, you might see a warning from Amazon,
Note: There are lower-priced buying choices available from other sellers that are not eligible for Amazon Prime.But from the prevalence of the practice it appears that few people notice (or that enough don't notice that the vendors still make huge profits from their inflated prices), and the size of the "note" suggests that Amazon is cool with that.
I would propose three simple remedies that would restore some honesty to Amazon Prime:
If another vendor offers a lower price, that information be provided along with the price. "Price: $35.93 & eligible for free shipping with Amazon Prime; Available for other vendors for $14.99 plus $3 shipping."
If a vendor's Amazon Prime price exceeds the MSRP, that information be provided right next to their price - Price: $35.93 (MSRP $14.99) & eligible for free shipping with Amazon Prime"
If a vendor is found (algorithmically) to engage in excessive pricing as compared to either the MSRP or to other vendors offering the same product, they be excluded from the Amazon Prime program.