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How can I see Prime and Non-Prime prices on Amazon?

I have seen an increasing number of products referenced with both Prime and Non-Prime prices (with Prime obvioisly being cheaper available to those who pay £7.99 p/m)

Where is it possible to view this price difference, I have viewed both logged in and out of my account on a "Prime" priced product but cannot see a difference

Here is an example I have seen of it
http://www.hotukdeals.com/deals/north-face-flyweight-duffel-rolling-backpack-grey-16-50-prime-20-45-non-prime-amazon-2502742

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