All plans (new, family, upgrade, etc.) are 39.99
No catch, just cheaper than everywhere else. I was looking for an upgrade on my family plan, and amazonwireless only had the 19.99 price for new phones. It offered several different prices for different plan options, from 19.99 to 49.99 to 199.99. Definitely the best price if the customer is not new to AT&T.