I'd question how blind the auction is when Sky and BT ended up paying the exact same amount per game in the last rights sale
![Wink ;) ;)](/styles/default/xenforo/vbSmilies/Normal/wink.gif)
The League doesn't have to take the highest bid though and you're right, Amazon paid less than the reserve for the package they bought. I'll dig out an article when I have a moment but it was speculated in a number of reports that the PL were willing to sell those cheaper packages for less to Amazon (which turned out to happen) because they wanted them to get a taste for the PL in preparation for future sales.