With Amazon being an online retailer, they are forced to find innovated methods to surpass their competitors.
We are going through a huge breakthrough as far as internet access goes. People are now able to access the internet anywhere in the world through mobile devices and tablets with 3G or 4G capabilities. This Makes price comparing available when a consumer is anywhere in the world shopping. If Amazon can offer very competitive prices, they can easily pull consumers in even when the consumer is shopping at another store.