I have seen this happen to many of the items in amazon that are listed in their lightning deals. The price is hiked up and then offered at 40-50% discount, which comes out to the same cost it was available couple of days back ..
Just check the seven pair of Betsy Johnson which cost just $24 now .. so for just 2 more pairs, you have to pay additional $35?
I saw this with some other items too. I know the prices were hiked up because I bought them some time back and the lightning deals were more than what I paid during the usual times .. if you really watch the same item for some time, the prices do come down later to their "normal" rates.
i never expected amazon to do all these things .. maybe it grown too big and policies change and people who define these policies cannot be controlled and some of them get greedy