SEATTLE, WA — After the official conclusion of Amazon’s Big Spring Sale, customers expressed confusion and mild horror Monday upon discovering that most deals are, in fact, still going—and might never end. Amazon clarified that while the sale is technically over, ‘hundreds of deals continue, have always continued, and will continue forever,’ leading experts to question the fabric of online retail time itself.

“We tell customers the sale ends Sunday at midnight, but really, what is time? What is a deal? The price you see today will probably be here tomorrow, or possibly 1914,” said Amazon spokesperson Trudy McBliss, gesturing at a Govee Table Lamp 2 Pro X Sound by JBL, still $30 off despite three calendar resets.

Shoppers are struggling to adjust. “I planned my whole week around the final countdown, bought an emergency Keurig K-Express, then woke up to see the price unchanged,” said frantic cart-abandoner Morgan Fleisch. “Now I don’t even know if my savings are real, or a hallucination induced by RGBIC backlights.”

Industry analysts report that Amazon’s sales events now operate in a continuous temporal feedback loop. “We believe Amazon is attempting to usher in a new era where all days are sale days, and no one can ever leave the website,” explained e-commerce psychologist Dr. Billy Kaye. “We expect ‘last chance’ warnings to replace standard clocks by late June.”

Amazon executives advise customers to ‘just keep refreshing,’ with all deals subject to disappear, reappear, or never have existed. “There is no deal but the deal,” added McBliss, “and Alexa is always listening.