1 - BAN sellers who don't categorize their items correctly. Right now if you do a search for a popular toy (Example: "Cars 2 Lightning McQueen Radio Control") the search results will pop up with many different listings for the SAME toy. Some of them will be 3x or 4x the amazon price. These sellers are intentionally creating a separate listing for their item by omitting the UPC code when they create the listing, in the hopes that a clueless buyer (probably grandparents who aren't search-savvy) will find their jacked-up listing and buy it. And it works! The same toy should not have multiple listings. This levels the playing field for buyers AND sellers.
2 - BRIGHTLY IDENTIFY NON-AMAZON ITEMS - If an item is being sold by a 3rd party, with a return policy different than Amazons and no Amazon A-Z guarantee, the entire listing webpage should be colored differently, or there should be a bright banner on it that clearly states what the differences in return policies are. In other words buyers should know right away, with no mistake, that this 3rd party seller is NOT AMAZON, and EXACTLY how their return would be handled if the product is defective. (I don't include those items 'shipped by amazon', since those do have the Amazon guarantee as I understand it.)
3 - PUT A 'FLAG AS DECEPTIVE' button on the listings! I should be able to report to Amazon with a simple click of a button that a listing is deceptive or gouging.
These steps won't stop gouging, but it will reduce it considerably.
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