I had a bunch of the Disney XXXXXXXXXXXXX that everyone jumped on.
I got rid of a bunch of them at a price lower than I wanted. I raised the price up on the rest of the ones I had left.
To my surprise, I sold 1 at $8 above the buy box and then 1 at $11 above the buy box.
Here is what is happening. As everyone is racing to the bottom, there are still non-prime buyers that need to pay above $35 to get free shipping.
My price is above $35, so while I can’t sell at $28, I can sell at $40.
The Magic $35 is still alive on Amazon