Looks like physical retailers are going to compete with Amazon by matching prices! This from Gizmodo:
What’s not ideal for Target is you walking into one of their local stores, testing all of the camcorders, and then buying your pick on Amazon because it’s almost inevitably cheaper there. To combat the problem Target is turning its holiday price-matching policy, which started in November and ended on December 16, into a permanent fixture. The company will now match online prices from retailers like Amazon.com, Wal-Mart and Best Buy.