Welcome to Amazon’s bold new pricing initiative, which I’m calling the “In Jeff We Trust” strategy. The New York Times recently reported that Amazon is scaling back in mentioning list prices for products it sells. When a list price is not noted, Amazon simply provides the price it is charging. Even on Prime Day, Amazon resisted noting list prices — which would have made the deals appear even more attractive — on most of its sale items. While this move is admirable in intention — using list prices is often considered deceptive — its execution risks profits and means Amazon could miss an opportunity to emphasize to customers how strong its price position is.