Rip-off Amazon subscription pricing

I have an Amazon subscription coming up, so reviewed my delivery. The 5lb banana protein powder is $75.23 on the subscription delivery page - it says a 10% savings. But going to the item page, it is only $65.94 for one-time delivery, or $59.34 if I re-subscribe. And if I re-subscribe, I'd get it on the same day as the original subscription.

I did an online chat with an AZ rep. After explaining the problem:

--- AZ: The prices on our website are subject to change depending upon the inventories we receive from seller / manufacturer. If i have the option, I love to do price match. Unfortunately, we do not honor price adjustments / price match in Amazon,

Me: So the solution is to cancel the subscription and order it directly instead?

AZ: We regret any inconvenience this has caused you. In this case you can cancel the order and place a new order with lower price, according to your most appropriate and convenient. ---

This is a good way to boost someone's profits if people aren't carefully reviewing their subscriptions. Seems false advertising to say I'm getting a 10% discount when actually it's a 26.7% markup.