Have you ever tried using the Sale utility in your eBay Store. I have and it works. the same thing happens on Amazon.
Try this experiment. The next time you create a new listing on Amazon, set your price a little higher and then put the item on sale at the price you want or need to be at. Here is an example.
This is a product that I want to sell for $24.99, so I set the price at $29.99 and then put it on sale for $24.99. You see, even if its an illusion, customers like a bargain. Don’t believe me: Read his article from the Business section of the New York Times: Sometimes, We Want Prices to Fool Us.