They've been doing this for years.

It's why I've made a 'save for later' collection of things I either use on the regular like my favorite soap or face cleanser, or really low cost things ($1 or less) I could make use of like single use eyewash to put in a first aid kit, things like that.

Annoying that I have to play their stupid little game, but this lets me bump it past 35 without it being wasteful

Kind of a tangent, but this is probably a good opportunity to throw out there that Amazon is pretty often not the lowest cost place to buy something these days. For example, I needed a specific but simple hand tool and Amazon wanted $5-6 for it but the harbor freight on the way to work costs $2. Worth a second search