Is Amazon’s subscribe and save feature a bait and switch?

Regular Amazon users probably know that if they agree to subscribe to certain products and receive deliveries at regular intervals, Amazon charges less than if they buy the items one at a time. But now some plaintiffs have brought a would-be class action in which they claim that Amazon raises the price after someone subscribes, charging more than the subscribers could pay if they did not subscribe but simply bought the items individually on the Amazon platform. Law360 covers the story here (behind paywall but available on Lexis). Amazon notifies subscribers of changes in the subscription prices, but I suspect few consumers take the time to compare the new prices to the price of buying single items. It should be pretty easy for Amazon to supply that price information in the emails telling consumers of the increased prices, given that it’s information about prices on Amazon’s own website.