That’s the “actual price”. It’s been on “sale” for 95% of the time. I wouldn’t be surprised if they legally have to sell it at it’s actual price at least some of the time.

I highly recommend the Keepa extension on chrome or the like (camel camel camel, etc.)

Here is their chart for the last year (US pricing) - https://i.imgur.com/pKoSanC.png