Amazon UK opened up pre-orders on Super Mario 3D All-Stars fairly early, and countless fans hopped on the chance to snag the game. Amazon UK had priced the game at £49.99, the same price at the official Nintendo UK store. All seemed well and good, but now that the game has launched, people realized that Amazon UK actually grabbed an extra £5 from them.
Now that Super Mario 3D All-Stars is actually available, Amazon UK has changed the price to £44.99. This means anyone who snagged a pre-order spent £5 more to do so. This seems to be a way for Amazon to get around its own 'Pre-Order Price Guarantee,' which states that if a pre-ordered product is lowered in price before release, the buyer will pay the lowest price of the two. Obviously Amazon doesn't have to abide by that rule if they wait until launch day to swap the price to a lower version.
Amazon UK customers have reached out to complain, and have been met with a number of responses. Customer service reps have told customers that they're simply out of luck, or they can return their purchase and buy a new one to get the £5 back. Not exactly the best way to deal with your customers.