What happens when there is no third party seller? The Force Awakens is a good example: http://www.amazon.com/Star-Wars-Awakens-Blu-ray-Digital/dp/B018FK66TU

They did this with some movies as well. I just tried to buy the Force Awakens and it's Prime Only, and there were no alternative ways to buy it either. I ended up going to WalMart.

Just checked, it's still Prime Only: http://www.amazon.com/Star-Wars-Awakens-Blu-ray-Digital/dp/B018FK66TU

Title isn't really misleading as there actually are instances of customers being completely blocked from buying items if they don't have Prime.

Edit: Turns out you can buy it if you click here . So sure you can "technically" still buy it, but it's not remotely obvious and it looks clear that Amazon is just trying to drive Prime memberships.