Amazon now highlights EMI price at the top, and actual price below.

The trick here is to showcase the affordability.

It's a dark pattern imo🥴

Consumerism 💯

I'm pretty they won't include the actual costs of the "no cost EMI" in this. Processing fee and GST.

I had almost promised a extravagantly priced Dyson hairdryer as a gift to my Fiance. But, my Fiance was sensible enough to notice it and question me, whether I was mad. Later I realised this stupid UX.