The recent price studies reveal an intensifying price war between Walmart and Amazon, at a time when Amazon has somewhat moved away from competing on price. For example, prices on common school supplies during the back-to-school shopping season were, on average, 15% more on Amazon than on other sites, according to analysis from Chrome deal-hunting extension Wikibuy.
Many consumers continue to expect that Amazon’s prices will be the best online deal, largely because much of Amazon’s successful disruption of the retail marketplace came from undercutting traditional retailers on price (notably books in its first retail foray). That early, stark price competition with brick-and-mortar retailers has largely dissipated, as many now price-match.
