And what's really stupid about this is that done openly there probably wouldn't be an issue. Insurance companies can demand providers charge them the lowest rate they charge anyone. Would there have been any issue if Amazon had simply said that to get those features you must match any deals you give anyone else?
Selling to a reseller at the same price isn't an issue. The problem is disallowing selling direct to customer at a lower price. It means if someone makes another online marketplace, let's call it Ganjes, then if they have lower overheads they can't sell for less than Amazon does. Similar for DTC from the manufacturer.
Amazon isn’t doing this to benefit customers. A seller/store with an item priced at $100 and selling at a discount on their own site would be pushed off the buy box and customers could see the item for sale for $120 from another seller.
