Likely just matching current offers from other retailers.
Other retailers have more range of colours available and possibly better pricing depending on the models, sizes and colours.
but Amazon has convenient free delivery. (especially if you are already a member)
Depending on the colours,
Galaxy S24 from:
256GB - $982.00 (Mint, Navy) or $985 (Icy blue, Silver Shadow)
Duplicate offer removed from title — Mod
Galaxy S25 Ultra from:
256GB - $1,635.00 (cheaper at other retailers)
512GB - $1,787.00
1TB - $2,187.00
Just hodl at this point. Not the best prices yet. Also obligatory SCAMSUNG