The retailer has worked very hard, and largely successfully, to build an image of itself as the most consumer-centric business ever. Technology writers have penned love songs to the site, while analysts routinely commend it for excellent customer relations. No wonder Amazon hasn't exactly been issuing news releases about its tests of dynamic pricing. This is an initiative that can only be undertaken in a clandestine manner. No customer, no matter what their net worth, is going to be willing to pay more than anyone else.
Word of mouth spreads quicker online.
Amazon can't afford to alienate its most important asset, its customer base.