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You can only go so many years raising prices just before a Prime event before consumers catch on.

Amazon's October Prime sales event wrapped up Tuesday, and this year saw a shift in consumer behavior. Prime members splashed out less on big-ticket items, favoring purchases under $20, research firm Numerator told Bloomberg. Amazon's reaction? Burrow down deep into customer data to lay the groundwork for more frequent purchases in the future, as well as anticipating consumers' holiday spending habits.

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Source Fool.com